I was once told fonts were my super power

It might have been a joke, it might have been a friend trying to poke fun at me, but I was once told that fonts were my super power. Simply because I can free hand draw almost any font. I realized shortly after this how much I actually enjoy having this skill and how much I enjoy business logos that “pop” because they took advantage of a great font. Just for fun, I started my own collection of great logos and fonts, photos and color schemes that resonated with me. I definitely think that the distilleries and breweries are having a marketing moment! I have previously mentioned what I liked about the Door County based company Mixed Meadia.

Today I want to call back some of my favorites from a recent trip to Tennessee and share the paint chips that I am debating using for our own upcoming marketing campaign.

First of all, Gatlinberg Tennessee, famous for my Elkmont and Return to Elkmont articles, will pull you into their many alcoholic tastings if you let them. I was only admiring a logo on their door and the next thing I knew I was getting buzzed on tiny little shots of fruity flavored wines and liquors.

Smokin Banjo

When I confessed that I wasn’t there to try their spirits and was only interested in their frog- they told me it was based on a real frog. I was actually a little disappointed to find that the owner didn’t have a pet frog that he forced to wear tiny cowboy hats but rather they were referencing a species of frog that sounds like he’s plucking a banjo when he sings. Well, yeah- duh. We grew up calling him the “Rubber-Band Man.” But I also grew up on Beatrice Potter and The Wind in the Willows so I think that also lends insight into why this logo drew my eye.

What I like best about it:

The whimsy, the detail of the block print line drawing. It has movement between the banner through the middle and the flames on the instrument.

Font Potential:

The font is more of a sports pennant font. I like that it is two tone and outlined, that makes the simple block lettering more interesting. But without the frog this probably wouldn’t be as memorable.

Roaming Man

Part of the Sugarlands Distilling Company that keeps growing and has tough competition branding-wise with Old Smoky.

What I like best about it:

The colors. The navy blue and that orange-y shade of amber managed to stand out in a store of jeweled bottles and fun fonts.

Font potential:

The movement I mentioned in the banjo logo- it’s a small thing but it makes a difference. This logo has it too. The font moves your eye all the way up and around by using the curves created by the R and the M. To me- that’s a perfect use of a good font. One that makes sure you notice, read, and remember the brand name.

Stud Cider

The spiked cider market is on fire and this was just one of the places that drew me in with beautiful bottle presentation.

What I like best about it:

The nod to nostalgia and decadence. This whole place had an elegant equestrian meets old west vibe which this design perfectly complimented.

Font potential:

The overly ornate gold detailing of the letters across the mirror was a perfect contrast to the other cleaner fonts wrapped into horsehoe logos and eagle claws throughout the interior.

The exterior of the Cider House also deserves a shout-out for continuing that old western storefront look and hand painted logo.

The color combo here is an inspiration as I navigate to our current branding-logo-business creations. I had a handful of paint chips that I have been carrying with me for weeks trying to decide which ones I like better.

There was the “Cool Combo,”which included the closest shade to our core building facade color.

Our “Favorite Combo,” which just sparks all our creative energy when we see it.

And the “Least Intimidating,” which is pleasing enough as a color story but dissected- the colors are all too safe. Plus, the super chocolate brown on the bottom is a previous color present on our building that I am trying to minimize and elevate.

I think a lot of brand logos are simplified for reproduction purposes and multiple colors are discouraged because maintaining a signature pigment across all creation platforms is a challenge. While I can appreciate this from the many years I had designing the marketing materials for a job with a grey, black and burgundy logo (pretty basic colors), I also think that they eye can be forgiving. If you have a signature font the shades can change and the imprint of the logo remains. I am currently craving overly embellished vintage fonts so we’ll see how this all plays into our new trio of business brands.

So that’s my little review of colors and fonts and some favorite logos from Tennessee. Sometimes this blog is just a place for me to organize the ideas rolling around in my head.

And if you asked me one font I would never get sick of- it would be this vintage font (below, picture from Flagler College in St Augustine). It was the font I used for our wedding invites and programs and the one Nick refers to as a “Led Zeppelin Font.”

Anyway, Happy June! Updates on the Mill Street Project will be coming soon and don’t forget to follow 30 Days of June and capture your own summer memories before they slip away!