Matt’s Bar is a dark, dingy, little neighborhood bar in South Minneapolis with tons of character and a patchwork identity that has developed over the years. For my senior thesis, I wanted to develop a cohesive, recognizable branding system for Matt’s without losing all of the personality.

It’s a classic burger and beer joint so I used classic layouts and font styles. The rest of the system is built on the neon building signs since they are, by far, the most recognizable part of the building. The primary color for the system is red and the logo has been redesigned to match those signs.