In 2012 the people from Aarschot were going to relaunch their city beer that had been out of production for a long time: ‘Aarschotse Bruine.’ And since I am a beer nerd, I was quite happy that they asked me to redesign the logo.
The requirements for the logo were that I would redesign the old logo and also that I would use this kind of blue (close to the Yves Klein blue) in the logo. For the redesign of the illustration (in particular the knight), I was inspired by A.M. Cassandre — for instance this Dubonnet poster. I also used the Myriad font that has been used in the logo of the city of Aarschot for the word ‘Aarschotse.’
— Jeroen Bergen