Design Nerdiness

Reeves launched an updated Breyer logo a couple of days ago on its Facebook page and in its e-mail communications, and I appear to be the only person who’s happy about it. Well, not so much happy, but glad to see the old logo gone.

Man, I hated that thing. It had overstayed its welcome, as far as I’m concerned; most of the other logos and identity programs the Breyer line has had over the years rarely stuck around for long, but that darn "coffee can" logo lingered for decades.

I called it the "coffee can" logo because it wouldn’t have been out of place on a coffee can. Or anything else. And that was my biggest pet peeve about it: it was just so depressingly generic. All the typefaces in the world they could have based their identity program on, and they went with an off the shelf version of Helvetica Black?

I have nothing against Helvetica family of typefaces in general (so much better than it’s red-headed stepchild, Arial), but Helvetica has a reputation for being almost invisible. That’s sort of the point - and the popularity - of Helvetica: it’s designed to not get in the way of readability.

But it also doesn’t convey much of anything, emotionally. It’s just …there.

Then there’s the issue of the typography itself: namely, that "dropped" letter R in the logo, which was allegedly done intentionally to "catch your eye." You know the saying that "if it walks like a duck, and quacks like a duck, it’s probably a duck"? If it looks like a mistake, and feels like a mistake, it’s probably a mistake. Whether it was intentional or not.

(I remain convinced that the design firm that created this identity program had to have been blowing smoke in their faces. No, no, it’s meant to be that way, really!)

I had/have no problems with the color scheme: blue and yellow/gold have been a part of Breyer's design history since the 1960s - first with the Decorators, and then as a part of the Blue Ribbon Sticker program. I wasn’t too keen on the use of yellow as the dominant color on the packaging, though: while it’s true that it’s very eyecatching (definitely a plus, in a retail environment), yellow is one of the most difficult colors to work with from a design perspective. The right shade can look luxurious - but the wrong shade can look cheap.

It also has some uncomfortable associations with that all too common Breyer problem of, y’know, yellowing plastic. (Unless the intent was camouflage?)

While I’m not too keen on the three-dimensional "bubble" effect on the new logo (a tad too trendy, if you ask me), and it still seems a bit generic, it does feel like a step in the right direction. A little more refined, and up-to-date. I’ll have to see what the web site - and the rest of the new identity program - looks like before I make my final judgment.

(For the record: yes, the redesign of the web site really is happening, and no, I’m not at liberty to reveal anything about it.)

Beer Mountie

In case you missed it in the comments, we were able to determine the identity of that big, funky horse on the wooden plank: he was a "backbar sign" for the Burger Brewing Company of Cincinnati, Ohio. I’ve found a couple of links, including this one:

http://www.worthpoint.com/worthopedia/burger-beer-horse-backbar-statue-figure

I haven’t had time to track down a copy of the book this piece is in, so I can’t give you any more details like the date of manufacture, or the manufacturer. Hartland did a number of advertising pieces for the beer and liquor trade, so I wouldn’t be surprised if they had something to do with it.

Breyer did briefly make a brief foray into the beer and liquor trade, as well - with the Drewry’s Mountie.

The Drewry’s Mountie is distinguishable from the regular run piece by only one feature: small decals of the Drewry’s logo on the back corners of the horse’s saddle blanket. The logo consists of, rather redundantly, a Mountie and his horse. (That logo was eventually replaced with one featuring a large capital D, when the Canadian Government let it be known that they didn’t want the RCMP associated with a cheap, American-brewed beer. As far as I know, all of the Mountie figurines feature the Mountie and Horse logo.)

Drewery’s originated in Canada (thus explaining the original logo), but then moved production stateside to South Bend, Indiana. It was popular in the Midwest - Indiana, Illinois, and Michigan, mostly - but like most regional beer brands, was bought out by a series of increasingly bigger breweries, and eventually ceased to be.

The exact nature of this piece is unknown. Was it an advertising or backbar sign, a promotional gift with purchase, a little something for company employees? When was it made? Was it a commissioned piece, or did the beer company buy up batches and affix the decals themselves?

I know nothing. This not-knowing bothers me more than it usually does in this case because there’s some family history tied to it.

My thrifty Grandmother’s second husband, Art Kuhl, worked for Drewry’s in the 1950s as a delivery driver. During the summer, Dad sometimes accompanied him on some of his deliveries. Somewhere in the family archives - I don’t know where, so you’ll just have to take my word for it - there’s a picture of Grandma leaning provocatively against the beer truck, a bottle of Drewry’s (presumably) in hand.

The Breyer Horse and Rider Sets have always been pretty high on my want list; it should go without saying that the Drewery’s Mountie occupies the top spot on that list.