What's With the Logo?

April 21, 2016

We've had several questions about our logo; the colours and why we've chosen this design. From the very beginning all of our conversations surrounding Bitte Schon Brauhaus, before we even had a name for it, were about the aesthetic. We knew the brewery would focus on German style beers and pay homage to "Germanness" of the New Hamburg and the region. If your brewery predominantly brews German beers and your Brewmaster was trained in Germany and the town your brewery is in has a German name, it kind of leads to the idea that the brewery should be at least somewhat German in aesthetic. Decision made, German aesthetic, except there's one problem. We absolutely did not want our logo/decor to look Bavarian.


It's not that we don't like Bavaria. We love it. We LOVE Oktoberfest. We LOVE Dirndls and Liederhosen. We think their beer is terrific, their pretzels, amazing, their schnitzel and Spätzle, omg! BUT Hamburg (the place after which New Hamburg is named) is not in Bavaria and we were looking for a more modern take on a German aesethetic. Something less predictable than brewery=Bavaria.


I mentioned Bauhaus to Robin one day years ago.  When we lived in Berlin I worked beside Le Corbusier Haus on Flatowallee. As a Visual Arts major I was excited each day to see it on the S Bahn and walk past it while I walked to work. It seemed surreal that no one else seemed to even notice it while I was tripping over things staring up at it. People live there still and I wonder how many of them take notice of the fact that they are living in a significant building. Is it the Louvre? no but it is significant. Maybe that's one of the differences for North Americans and Europeans, much like people who live in Niagara Falls, when you are surrounded by it and see it all of the time you forget how special it is.


Looking at Le Corbusier Haus now you think it's nothing special, that's what all buildings look like, especially if you are North American. In North America we have our share of modular/modern looking buildings. But at that time, when I was seeing it daily, we were living in Mitte, a place where the buidlings are Old and not modular or modern in anyway. It was striking to me, how significant the work of Walter Gropius, Hannes Meyer, Le Corbusier and Mies Van der Rohe has been. Everything about modern architecture and furniture design stems from the Bauhaus movement. Been to an Ikea lately (I am aware that Bauhaus created much more lasting and durable pieces than Ikea, I am referring to the simplified forms and accessibility-don't want to be attack my art historians for comparing the two)? 


After mentioning this to Robin he started to look at Bauhaus and created a Pinterest page for Bauhaus designs he found pleasing. It seems as though I created a monster because he was unwilling to consider any other aesthetic than Bauhaus for our Bitte Schon Brauhaus. 


The aesthetic was chosen, the name came next and then we looked for a designer. We found Zak Hannah at a showcase evening for Conestoga College graduating design students. Zak worked with Robin and together they developed the logos for Bitte Schon Brauhaus.  And that, ladies and gentlemen is how we came up with the imagery and colour choices for our boutique brewery in New Hamburg, Ontario.






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(519) 390-2000

68 Huron St, New Hamburg, ON N3A 1J3, Canada

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