Vertical Ale Branding | 2019
Vertical Ale is a beer brand inspired by two retired Air Force veterans who served as F-4 Phantom fighter pilots during the Vietnam War. After their military service, they discovered a shared passion for craft beer, especially India Pale Ales, and decided to launch a brewery as a tribute to both their military past and their newfound love for brewing. The result was Vertical Ale, a bold, veteran-founded beer brand with the slogan “Freedom Never Tasted Better.” Their first brew, an IPA named Phantom, is a nod to the aircraft they flew during their service.
The brand identity was designed to reflect both their military heritage and the refreshing, approachable nature of craft beer. One of the main challenges was figuring out how to incorporate the iconic plane wings while creating a logo that could stand the test of time and be versatile across multiple applications. The solution came from drawing inspiration from the winged patches worn by Air Force pilots, which became the foundation of the logo design. This was crucial for establishing a solid branding foundation that could scale across various touchpoints, bottles and cans to merchandise, and promotional materials.
Inspo behind the design
The final logo balances military homage with a modern, clean aesthetic, maintaining both strength and approachability. By combining elements of the pilots’ badges with a sleek, contemporary design, the brand exudes a sense of pride and tradition while appealing to a broad range of craft beer enthusiasts.
This an alternative logo that is used mainly for large packagings such as beer cases or marketing
