The Bierbaum Story

T he guy that runs this Amsterdam beer specialties store asked me to design a logo. (The name is German for "Beer tree").

Together, the store manager and me developed a lot of very stylized options but he always felt like it was too corporate and didn't have enough character and story.

Too boring, also some said they see ass-cracks...

Why a tree anyways?

Firstly the tree is symbolic for branching out into all areas of the craft beer scene. The store is going to host events, tastings and workshops and sell brewing equipment.

But we figured that in the end the reason people come to the store is because they are tempted. Tempted to try new beers, stay too long, spend too much money and drink too much. And the tree has been a symbol for temptation for decades...

So in the end we chose to get all the biblical elements of the Adam and Eve story into the logo (except Adam which is symbolized by you, the customer), so it would tempt people inside.

One-color negative version

Typeface: SF Bierbaum

One style reference we were using a lot was Art Deco, which is very prevalent in Amsterdam. I couldn't find a perfect font for the logo in that style, so I created a custom All-Caps typeface: SF Bierbaum, using FontForge.

It's not perfect yet, especially kerning needs a lot of work. But for the logo and short headlines it is a functional font. You can download it and use it for your art deco designing pleasure.

Download .otf
SF Bierbaum: Art Deco All Caps Display font.