The Single Malt Alliance
PROJECT: Logo Development
Established in 2015, Ben Diedrich's The Single Malt Alliance blog had grown from a passion to a popular whisky resource with a social following of more than 30,000. With his following getting larger, he had outgrown his current logo.
I worked with Ben to create a logo that evokes the essence of Ben's approach to whisky. Open, modern, and artistic, while still respecting the tradition and heritage of the craft. After several iterations, the final design came together.
Both the lion and the stars are an homage to the City of Chicago, where The Single Malt Alliance calls home. The lion is a modern interpretation of the iconic lions outside the Art Institute of Chicago and the stars were transposed from the flag of Chicago. By choosing to hand draw the lion in one continuous line, I was able to represent The Single Malt Alliance's artistic view and open approach to whisky. Like a lion, whisky is ferocious and complex, yet majestic and something that can be appreciated by all. The personality of any creature can be revealed through the eyes. In the final version, the eyes form Ben's initials: “bd."
The Zilla Slab font was selected due to the simplicity and traditional vibe associated with serif fonts, while the universal bold of the slab serif adds a touch of modern flare.