The brand’s main features are the logo, the corporate font and illustrations. The logo is the most visible feature.
It’s recognizability is characterized by three aspects: the outer shape, the letters inside the shape, and the curve in the lower corner. The first aspect that attracts your attention is the outer shape, which resembles a rhomb. The second central characteristic is the brand name ”Bar in a Jar“ inside the rhomb. It is not easily deciphered at first, which is a wanted effect. This little hurdle aims to create a stronger rememberance of the brand, as the viewer has a positive moment of realisation. The third aspect, the curve in the lower corner, is a subtle reminiscence of the well-known Martini glass.