Toppling Goliath Releases and Updates

Well they had to do something, their brand has really been suffering

 

I probably would have left the characters off in the first place, but I guess that's why I'm not in graphic design.

 

Not a fan at all of the new logo.

 

As a designer, I am ok with it. Not thrilled by any means, but the brand has always felt off and even dated when you see it. The labels always have so much life (props to Jon), whereas the logo always felt completely separate from them. At least the new one is a bit more modern.

I really liked when they made the stamped-on 1-color Hops Patrol icon on King Sue: http://jon-ferguson.com/img/labels/king.png It instantly felt more integrated and part of the look (as opposed to the old looking scroll/barrel portion they still left on there). They could've done a really nice 1-color stamp version and called it a day, IMO.

Also, they might run into some issues when they get really small with it, but it's not bad. Not sure why the middle icon had to stay (always found it awkward), but they probably wanted at least part of the original brand to remain as a nod to how they got here, so I guess I am ok with it.

I know they are killing it regardless of brand, but having that consistency across the board with an eye-catching logo will help them take the next step—especially to consumers who will be seeing them for the first time and people start to recognize that they make all of these great beers they keep seeing.

Side note: Bonus points for not going the simplistic hipster route that EVERY SINGLE NEW BREWERY has been doing. "Oh, here is a couple arrows and a mustache and our initials"

 

Tennis guy vs. flexing guy... meh.

 

I love the David/Goliath reference. I think more people will "get" the name with that visual. I don't like the font they used though. Looks like a car sales place in the 70's or something... Won't stop me from spending too damn much on their beer though.

 

I usually don't give 2 shits about logo changes or whatever but this logo is awful. Well....not awful. Just get rid of the goofy David and Goliath on there. It just screams "HEY! DO YOU GET IT??? TOPPLING GOLIATH!!!"

 

I love the idea, but David looks like he's holding a bat, or is a tennis player.

 

Mug club email blast!

 

Assuming that January 3 date was an error, and they meant January 13?

 

That's what I first thought but I think they mean on January 13 you can not pick up before 4:30. The other dates regular business hours

 

Think anytime within dates given you can get it, but will have to wait til after 4:30 on the 13th.

 

Great, now I can't unsee it...

 

Looks like a jai alai stick to me!

 

Yeah, but there's still way too much going on with this logo. It doesn't lack for good ideas, but it's not particularly strong, either.

 

I think it is pretty clear that that is David.

Edit: But I still don't think it is a particularly great redesign. That said, it doesn't make the beer taste any different.

 

That makes sense. Thanks!

 

New logo is awesome. I love the visual demonstration of how to obtain a barrel of their beer by using a two pronged attack of brute strength and slingshots. The biblical imagery also suggest you will need a higher power to obtain their product which is spot on.

 

They should of just tweaked the Hop Patrol logo and used that. Replace "Hop Patrol" with "Decorah, IA"....done.

 

Meh on the new logo. I personally really liked the old one. This one is very busy and poor IMO but hey what do I know.