Brand identity for the most popular bar at The Ohio State University.
OSU students are known for their confidence and unapologetic pride. In the copy and candid photography of their previous identity, there was this snarky attitude that only comes from college students who just graduated high school. When you couple all of that with the college bar culture of pushing through massive crowds just to get a drink, you get a clear brand voice.
Overall, it was decided that the new identity should...
...thoroughly understand OSU culture, improve upon the existing brand/logo rather than totally change it, adapt cleanly to any needed application, and come to life through animations on Instagram.
We don't give an M
One of the staples of Ohio State culture is the disdain for their rival school, University of Michigan. They often go as far as crossing out the letter 'M' anywhere it may appear. It would only make sense for this crossed out 'M' to become part of the graphic language for one of the biggest bars at OSU.
Loud and Proud
The new logotype has the bold in-your-face confidence of a drunk fraternity pledge. In addition, some technical fixes were made to create a more pleasing composition and a clearer typographical hierarchy.
As High as it Gets
The dynamic 'M' mark can stretch to any height needed. This is a not-so-subtle nod to the "On High" part of the bar's name. It can take full advantage of wherever it is needed to be with absolutely no wasted space.
Beer Pong Anyone?
The crossed-out 'M' reduces down to 3 abstract solo cups, referencing the frequent beer pong and flip cup tournaments held at the bar. While the use-cases for the tall "M" are extensive, on those occasions where you need something to fit on wider landscape applications such as a business card, or a TV screen the reduced solo cup "M" fits perfectly.