Craft Beer is booming. And the quality and source of ingredients is increasingly important. Heartland Malting Company was established in Ohio, the heart of the heartland, to serve regional craft brewers with a craft product. They needed an identity that spoke to where they’re from and illuminate the nature of farming and malting.

Set against a solid shade of mustard, the Heartland badge contains allusions to the cultivated fields of Ohio staked with a heavy barley head. With Clarendon speaking for the strength and character of the rural farmer, the sum of the elements work to evoke the language of mid-century agriculture brands.