Gin & Luck logo design

Above is the final logo design I recently finished for a new cocktail lounge in L.A. The bar itself hasn't even broken ground yet, so I can't give up too much information at this point. But I did get the OK to post the logo and a bit of the design process through the sketches below:

I wanted to try out a range of options in the sketch stage, since we weren't entirely sure of the look it should have. But in our research, classic establishments like Canter's, Musso & Frank's the Cotton Club, and even the Moulin Rouge Hotel in Las Vegas had signage with a certain design flair that we really liked, and inspired a sort of Old Hollywood approach to some of these (as well as several less-successful attempts that i'm not posting).

That last sketch ultimately won out over the others, so I spent a good amount of time tweaking, skewing, and reworking it until I got it to the final, polished logo. The Art Deco inspired starburst graphic (at top) was a late addition, and will likely end up being used in more specialized applications of the branding.