Ale Hub: Logo Design for a Successful Micro-Pub Franchise
This case study looks back at the original Ale Hub logo design, the brand identity that provided the foundation for a successful multi-location micro-pub franchise.
The project required a unique brand mark that could help launch the business by balancing a modern, clean aesthetic with the traditional, welcoming feel of a classic pub. This is the story of the logo that provided the foundation for their growth.
The Challenge for the Ale Hub Logo Design
When the first Ale Hub was being planned, the brief presented an interesting challenge. The client required a logo for their new ‘Micro-Pub’ concept, part of a growing UK trend for craft and micro-breweries (External link).
The identity needed to be clean and minimal, but feel neither too “edgy” and modern, nor too “traditional” and old-fashioned. The core task of the initial Ale Hub logo design was to find the perfect middle ground, incorporating classic pub imagery in a fresh, contemporary way.
Design Rationale for the Ale Hub Logo
The key to solving this challenge was to avoid literal representations and instead integrate the required imagery in a subtle, intelligent way.
A Pint in the Negative Space
Rather than placing a separate glass icon next to the name, I found a more innovative solution within the typography itself. I focused on the letter ‘U’ in ‘HUB’ and used its negative space to form the distinct silhouette of a pint glass.
This technique provided the nod to traditional pub culture that the client wanted, but in a clean, minimal style that keeps the overall Ale Hub logo design feeling modern and uncluttered.
Achieving the Aesthetic Balance
The balance between modern and traditional was further refined through the choice of a strong, clean, sans-serif typeface. The letterforms are friendly and legible, but with a geometric structure that feels contemporary.
This typographic style, combined with the clever negative space concept, resulted in a final Ale Hub logo that is welcoming, memorable, and sophisticated.
The Outcome: A Versatile Identity for Franchise Growth
The final design successfully met the original brief, providing a unique and ownable brand mark. Its strength and versatility have allowed it to be deployed effectively across multiple locations as the business has grown into a successful franchise.
The Ale Hub logo is now a familiar sight on signage, glassware, and marketing in towns across the Midlands, demonstrating the long-term value of a well-crafted, strategic brand identity.
Need a Unique Logo for Your Small Business?
The Ale Hub logo design shows how a clever concept can create a unique identity for a local business with big ambitions. If your small business needs a logo to stand out and grow, you can explore my dedicated logo design services for small businesses.
