Understory Logo & Brand Identity

Ryan Paonessa designed Understory Logo & Brand Identity. Understory is an outdoor adventure brand and craft-brewery, coming soon to New York’s Hudson Valley. Although Understory is primarily focused on making beer, the brand aims to promote nature, agriculture, conservation, and community through their methods as well as through a series of secondary non-beer-related projects.

North Alabama-based graphic designer, Ryan Paonessa, was tasked with creating the brand’s visual identity. Due to the diverse nature of the brand, Ryan focused on versatility and aimed to create branding elements that work as well on a beer growler as they do on a tent or pack.

The brand’s core logomark is a letter “U” combined with a small leaf—a literal interpretation of the brand’s name, Understory. The logotype and combination marks utilize both Museo and Museo Sans. The colors selected for the brand are forest dusk and alabaster.


Credits: Ryan Paonessa

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