The objective was to design a craft beer logo that was bold and different from any other brand. The name “Devil’s Backbone” comes from a mountainous ridge with an outcrop of rocks in Virginia that resembles the vertebrae of a monstrous beast or devil. Incorporating the “backbone” at the top of the logo was an absolute must to strengthen the name and add a creative aesthetic. Recently, Devil’s Backbone Brewing Company was purchased by Anheuser-Busch, which controls one quarter of the world’s beer market. We are pleased to have designed a logo for what is to become a nationally recognized brand.