This is an independent branding exercise for Lovecraft Ale House. H.P Lovecraft is a famous horror writer from the 1930's, and known for his smoke and mirrors. This bar takes on an old timey aesthetic with no TVs and prioritizing the pre-digital era. The logo was inspired by hand crafted linographs and the typography from vintage books. The logo inspires a simplicity and craftsmanship, while adding to the air of mystery to the bar itself.