PHILLY TAP BY JESSICA ATWELL
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INTRODUCTION
RESEARCH
INSPIRATION
DEVELOPMENT
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FINA
ONTENTS
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AL LOGO
12 MENU
14 16 18 SITEMAP
WEB/APP
APPLICATION
INTRO Philly Tap is a game bar created to target the younger crowd. With Philly sports playing on the TVs at all times, Philly Tap creates an atmosphere for all fans. On weekdays, there are games such as beer pong, beer ball, flip cup, stack cup, chandelier, kings, ride the bus, pyramid, and so much more. The bar always welcomes new ideas brought by the customers and has tables running no matter what the time of day is. On weekends, the game scene is a bit different. Weekends focus on more of a tournament style and team registrations can be made online or within the bar itself. Current tournament styles offered are beer olympics, case races, and crate races, and these ideas are still growing. The bar completely focuses on all things Philly and it has become the true hot spot on Broad Street.
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SEARCH The beginning process of creating Philly Tap was researching and investigating all things Philly. The idea came from my love for Philly sports, especially with the recent superbowl win. From the Ben Franklin Bridge to the Liberty Bell, all Philly aspects incorporated to different ideas for the Philly Tap logo creation. Research extended to looking at different Philly bars, especially sports bars. I wanted to create an atmosphere like Xfinity live!, which is a popular spot for the fans of Philly. With all of these ideas in my mind, I wanted to create the perfect logo to draw in the younger crowd to a great place for a good time.
INSPIR The logo inspiration led to important things including all things Philly. For instance, if this is going to be a youthful sports/game bar what will get the point across best? What symbolizes a bar? How do you create something directed towards a certain crowd? The logo then went in the direction of incorporating a beer mug with seals. The seals were not implemented at first, however, they would turn out to be a huge influence in the inspiration and concept of this logo.
AT I O N
D E V E LO P
MENT The development of the logo was a long process. As stated before, this process began with researching all things Philly. The name of Philly Tap actually originated as The Philly Special based of the Eagles famous play where Nick Foles said, “You want Philly Philly?� and we were named Superbowl Champions. However, the realization came that it was too closely tied to only one Philly sports team, the direction turned towards Philly Tap. Instead of immediately incorporating the skyline, the logo began with the Ben Franklin bridge. When this idea was unsuccessful, the skyline was next in line, along with the addition of the Liberty Bell. None of the typefaces were working yet and the logo still needed a lot of work. The previous skyline was much too long and far away. For it to be eligable, I zoomed into just a couple specific buildings. The color scheme began with interchanging the main colors of the Philly sports teams. The choice of Avenir Next helped in creating the whole brand. The process then grew down to tweaking little things within the logo.
FINAL FONT OPTIONS Avenir Next Avenir Next Avenir Next Avenir Next Avenir Next
COLOR PALETTE
LO G O
JESSICA ATWELL
MENU The Philly Tap menu idea started originally as the idea of an accordion fold with the skyline laser cut, but it didn’t seem to fit the style of the bar. The idea led to a lamenated bar menu with a spiral bind. The menu had a big transformation straying away from the graphics and going for photography. This contributed to the whole brand overall because it helped showcase what would be applied to the website and app.
SITE Home
Testimonials
Menu
Beers
Liqours About Game Day Snacks
Location
Philly Meals
MAP Gallery
Rotating Images
Registration
Team Name
Tourney Style Time Date
# of Players
WEB
/MOBILE
APP
L I CAT I O N To complete the brand of the Philly Tap, the first ideas for collateral were ping pong balls, the mug, and coasters. Once these ideas were presented, the idea did not feel whole yet. Originally, the idea was to create a box holding the ping pong balls and coasters, but it didn’t look right with all the different circular elements. Then, came the idea of the ping pong paddles. Ping pong paddles helped tie together the whole brand for a Philly game bar.