I've been suck'n down Uinta beers for most of my adult life. There was always something comforting about seeing their trademark bottle cap logo. Simple and to the point, Like Tabasco. I see it, I recognize it, I know what to expect. Now Uinta has introduced a new logo to complement the same ol' beer we've known for so long and I'm a little sad.
The new logo; as you can see is a symbol that closely represents the meaning behind the name “Uinta”. The logo depicts a mountain range circumscribed by a compass dial highlighting the East and West coordinates. If your familiar with the Uinta Mountain range at all, you know it's unique because it's the only major East-West running mountain range in the continental United States.
The Compass is a tool which represents Uinta Brewing in several ways. The Uinta family prides itself on its sense of direction and focus on brewing quality, consistent beers.
I get it. As Uinta expands their brand across the U.S., they need to let people know who they are and where they/we come from in a simple way. And that's smart. People in Georgia can barely pronounce Uinta (you-in-tah) let alone know it's meaning.
After eighteen years worth of brand-identity it's going to take a little while for the new images to make their way into the market. Change sucks. I know after time I'll get used to the new logo, maybe a Cutthroat will help. What do you think of it?