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Written and Designed by Pete Tong Published as part of Type I project, “A Typographic Journey� With guidance from Angeline Yam.
In Singapore, alcohol imports are taxed. The duty rates have been standardised at $48 per litre of alcohol for beer, stout, cider and perry, and $70 per litre of alcohol for other types of liquor. Despite the high taxes on alcohol, the alcohol industry in Singapore have witnessed a volume growth in 2012. This was mainly due to increasing consumer spending, despite the economic slowdown. Craft beers has since gained popularity as consumers became more willing to try new exotic flavours of beers. Microbreweries in Singapore introduced their own craft beer flavours which are manufactured in limited amounts. The first Singapore Craft Beer week was held in 2012.
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BLAKCLETTERS // BREWED TO PERFECTION “Blackletter gives an impression of an established beer company that produces beer through traditional methods.� Blackletters is one of the most commonly seen logotype for established beer brands. It is recognisable by its dramatic thin and thick strokes and is based on early manuscript lettering. First used in Western Europe from approximately 1150 to the 17th century, blackletter gives a sense of age and wisdom. No wonder beer brands would choose blackletter as their logotype. Blackletter gives an impression of an established beer company that produces beer through traditional methods. It tells consumers that the their beer is brewed to perfection.
CARLSBERG Using inspirations from blackletters, Carlsberg created a logotype that resembles a modified version of a blackletter with a tinge of a serif typeface. This modification not only create an impression of an established beer company, but also gives a sense of modernity. The decorative swirl that extends to the letter ‘g’ also adds character and class to the logotype. Personally, I felt that it was genius of Carlsberg to form an identity through modification of different logo types. This helps Carlsberg to not only retain the identity of being an old, established brand, but also showing the futuristic plans of Carlsberg to remain relevant and edgy in today’s context.
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SLAB SERIF // CLASSICLY BOLD “Beer companies which use slab serif as their logotypes gives an impression of boldness.� Slab serifs were first used in advertising during the industrial revolution in the 17th century. During that period, fonts were employed to help posters and flyers stand out amongst other fierce competitors in advertising. Slab serifs were often the solution to this problem because of their thick, block-like serifs helped them to stand out amongst other typefaces. Beer companies which use slab serif as their logotypes gives an impression of boldness. They also give an impression of being a classic brand that existed since the 17th century industrial revolution.
KOPPARBERG Kopparberg does not entirely resemble the standard slab serifs, but one can tell that it is inspired by the thick, block-like serifs to display boldness. Having a typeface that resembles a common type in the 17th century, it not only evokes nostalgia, but also gives a sense of a colorful and rich history of the brand. Personally, I like the overall feel of the label. The use of a modified slab serif, coupled with a script font gives a vintage feel to the brand. The illustration also resembles old-style illustrative techniques especially with the usage of lines to show glow.
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TRANSITIONAL // THE HIGHER LIVING “Meant to give consumers that impression of a higher living, beer brands employs transitional typefaces.� Transitional or baroque serif first appeared in the mid-18th century. Examples of these fonts includeTimes New Roman and Baskerville. Created before modern typeface and after old style typeface, transitional typeface gives an impression of contemporary classiness. Meant to give consumers that impression of a higher living, beer brands employs transitional typefaces.
JAMES BOAG’S The use of an unmodified transitional serif is quite uncommonly seen in beer logotypes. Perhaps this is due to the problems that the beer might be mistaken as a wine. However, this is what draws me to James Boag’s beer. The uncanny usage of a traditional transitional serif immediately gives me a sense of class. It is interesting that because it resembles a wine, it gives the impression that this beer is of a higher class than other beers.
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SCRIPT // EMBRACE INDIVIDUALITY “Beer brands that desires that kind of personal touch and unique characteristics often employ scripts to their logotype.� Scripts varies from being formal to informal but one thing remains constant - they speak of individuality and uniqueness. Crafted like a casual or a formal handwriting, scripts give the impression of receiving a personal touch. Beer brands that desires that kind of personal touch and unique characteristics often employ scripts to their logotype.
BUDWEISER Budweiser employs the usage of formal script in its logotype. The elaborate curves on the ‘B’ is a distinctive feature in formal script, and it adds on character to the logotype. This usage of a formal script displays order and credibility. Because a script resembles a person’s handwriting, the logotype also gives audiences a personal touch. This balances the seriousness of a formal script .
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GEOMETRIC SANS// NICHE CRAFTMANSHIP “The sense of brewing beer through newer technologies and fitting it in a contemporary context is definitely present when such typeface is used.” Geometric sans-serif typefaces are based on geometric shapes, like near-perfect circle and square. They give a sense of modernity and is often used in contemporary designs. It’s no wonder why many craft beers choose to use Geometric san-serif as their logotype. The sense of brewing beer through newer methods and fitting it in a contemporary context is definitely present when such typeface is used.
TOKYO BLACK The bold usage of a Geometric Sans gives an immediate sense of modernity. It is also interesting that the brand uses high kerning and leading to further push the point of being modern and contemporary. The accompliment of an old-style ukioy-e illustration helps to balance this sense of modernity and adds on history and character to the brand. Personally, I really like the design of Tokyo Black. The contemporary look of the logo and packaging reduces the seriousness of drinking alcohol and gives an impression of casual drinking - like how one will pick up a soft drink to quench their thrist.