The grandfather of the owner and builder of this classic American restaurant received a certificate for building the Lewis & Clark Exposition in 1905 right where the cafe now sits. We used this beautiful and historic document, along with visual ideas from the neighboring factories to inform the logo direction. We drew a new typeface that we modeled on a slogan found on the certificate and added screws as punctuation. Layed over the silhouette of three gears, a motif used in the steel signage and as saloon decor, we created a nice tension between the old and new. Integrating the logo into a modified version of the certificate, we created this menu cover for the restaurant. The logo also appears on t-shirts, ball caps, stickers and all manner of collateral.