Studio Brief 1 - Beer label fonts

There are many different variations of typefaces to use when designing a logo for craft ales. Most of the designs tend to take inspiration from traditional, vintage signs or typefaces used many years prior. This can include typefaces used in pubs, old buildings, newspapers, handwriting etc. These typefaces could also be used as a way to represent a certain period in time, which suits the ale. For example, the use of a vintage font can make the audience think of the prohibition era of the early 1900s. By using these styles it is possible to make the product look more traditional and therefore can appeal to a wide variety of audiences. Most notably to males over 18 who are likely to be the target audience for this type of drink.

When applied to the labels, the fonts used will vary in weight so that certain areas of the design can be utilised in order of importance. For example, placing small text around the centre name will ensure the viewer sees the brand name clearly enlarged, stating its importance on the label. The text surrounding the centre is often placed in a way that corresponds with the central text or image, giving the design a more structured feel. The letters and words used can be separated in many different ways, including with lines, dots, direction and weight to name a few.

When it comes to designing a logo for a beer label, many brands would prefer to design a typeface to use in accordance with the theme. Many of these consist of hand drawn lettering or digitally enhanced words that will attempt to make the logo more unique in its qualities. Creating something unique to use on the label would require the designer to first explore the themes intended by the beer company or the particular qualities that it has. For example, hand written font may work well with a beer that is portraying a vintage theme or a traditional aesthetic.

Including imagery on the label is another way that the designs can give the viewer an understanding of the intentions of the beer company. This might include a background photograph of something related to the beer brewing techniques, ingredients or geographical location, for example. Another option would be to design the imagery itself and include them on the label, bottle or cap. This could be through the use of illustration, printing, photocopying etc.

Colour is also something that is considered during the design process for beer labels, meaning the designer would need to take into account which colours would fit in most with the drink. For example, if the beer is a dark and rich flavoured drink, then it is likely that the designer will choose colours such as deep purple and blacks, or if the drink is light and refreshing then it may include lighter colours, such as yellow and white.