The Evolution of Keg’s Design

By on July 2nd, 2012

Keg’s first branding concept was a quick decision for me: it should be similar to Barrel’s, but lighter and more playful (like a little sister blog). I would keep the feel clean and minimal. Instead of black, I would use white and pale grays, with a touch of one bright accent color to instill a little playfulness into Keg. The logo would obviously be the same typeface that Barrel uses for their logo: Berthold Akzidenz Grotesk.

What came out of that idea was my first draft:

A very simple Keg layout.

Clean? Check.

Berthold Akzidenz Grotesk logo? Check.

Playful accent color? Check.

But there’s something missing. It fits neatly into my initial concept, but it felt “plain” to me. I know design isn’t about bangs and whistles, but I wasn’t completely happy with the mockup I had on my screen.

So naturally, I decided to go the other completely logical way and try out new designs with a huge, all-up-in-your-face graphic.

At this point, I was stuck. The graphics took up so much space on the screen and I wasn’t really sure where to go next.

Thankfully, Jane gave me some very useful advice: focus on blocking out the structure before stylizing. In twenty minutes, I had an early draft of the design we have now.

This version takes the elements I liked best from all of the earlier concepts, combined into an awesome design.

It has all the elements of my original idea, but has just enough color and details to give Keg its own voice. The small touches of animation with the logo and search makes the design less static. The narrow width allows for an optimal line length (around 62 characters per line) and body text size (16pt), which results in a very comfortable reading experience.

I had a lot of fun designing Keg. I’m happy with how it turned out, and I hope you like it too!

back to top

No Comments

Leave a comment