Gottschalk+Ash fine-tuned Labatt's logo, so the final version was clean, modernized, bold and more legible in all applications. To reinforce the notion of the brewer’s art, the design team added several elements of the Labatt heritage to the script, including an oval fringed by bold sheaves of barley and a stylized maple leaf.
Gottschalk+Ash also included stripes as framing elements. These conveyed that the brewery had “earned its stripes ” through past performance.The off-centre placement of the symbol also expressed the youthful energy and action so necessary to a beer brand. The revitalized, contemporary rendition of the classic Labatt script celebrated the brewery’s heritage while announcing that it had moved with the times.