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Mayo,a softenedTrade GothicBold Condensed No. 2, and a nice pictogram-style illustration representing basic beer ingredients — is fashioned in the Hip Traditional style currently favored by craft brewers and their customers.

Supporting the identity in the stationery isArcher. The typeface may be a tad twee for beer folk, but it does echo the monoline strokes of the logo. It also survives an extra-deep letterpress impression on the business cards.

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The logo starred in a segment on The Daily Show.