A Historical Bookmark in America’s Seattle’s Favorite Past Time
Take Me Out to the Brewery
In preparation for the MLB All-Star game coming to Seattle the summer of 2023, the Seattle Mariners set out on a mission to revamp a corner of the community surrounding their baseball stadium. Their first step was renovating an old alehouse and turning it into a versatile food and beverage hub, consisting of a bar & grill, a beer garden, an event venue, and—the most unique section—a brewery.
This brewery was dedicated to the Seattle Steelheads, Seattle’s Negro league team. The mission was to create a space that celebrated a piece of history that today’s baseball leagues are built upon, as well as Seattle’s love for baseball and beer—a space where community and history converge. It needed an identity that would make it pop, and would properly celebrate the black baseball players it commemorates. It needed an identity that would show a commitment to honoring the past while embracing the future.
The Logos
The type used within the Steelheads Alley logos was scanned in and based on the original type used on the front of the Steelheads jerseys to spell SEATTLE. This allowed for a logotype that has some intentional imperfections to further emphasize the history behind the team. We provided Steelheads Alley with an extensive range of primary and secondary logo options, to allow the environmental design and the line of swag they’d be selling at the establishment to have a fun sense of variety.
The System
Good Pro Condensed was the typeface we discovered in our search for type that would best match the custom logotype. We kept the palette simple and intentional, black and cream with pops of scarlet.
