Take me out to the ballgame

Seattle Mariners

Restaurant, Brewery and Event Hall Branding & Signage

With the MLB All-Star game coming to Seattle in summer 2023, the Seattle Mariners began renovating a well-loved dining and socializing destination adjacent to the stadium — the former Pyramid Alehouse. As part of a master plan to redevelop the entire block, they started with a bar & grill with adjoining brewery and beer garden. 

Turnstyle helped the Mariners determine the branding and naming strategy for the whole development, and then developed names for the overall project and several of its constituent parts. This development — now known as The Boxyard — contains Hatback Bar & Grille, the Victory Hall event venue, an expansive outdoor beer garden, and — arguably the most unique and interesting component of the development — the Steelheads Alley brewery that was conceived as an homage to Seattle's eponymous Negro league team.


Seattle Mariners


Strategy, Identity, Print, Environments

Steelheads Entrance

Steelheads Alley

The Steelheads were a Negro League baseball team that played briefly in Seattle in the 1940s, and the Mariners built this facility as a nod to that heritage. It’s also an homage to under-represented and under-appreciated sports leagues, players and teams of all stripes. While very little documentation of the Seattle Steelheads’ graphic identity persists, the diamond-S ballcap treatment shown here is one of the rare exceptions. Turnstyle’s graphic identity for the brewery drew inspiration from this classic symbol, as well as other typography and imagery from the era.

Historic Steelheads Logo Only
Steelheads Collage Small2
Steelheads Hero Diamond Logo
Steelheads Logo Collection
Steelheads Color Swatches
Steelheads Coasters
Steelheads Ball Cap
Steelheads Swag
Steelheads Guidelines
Hatback Mbc Founder B

Spotlight on Black-Owned Businesses

The Steelheads Alley taproom features beer brewed by Seattle-based, Black-owned Metiér Brewing. Hung on the walls are images and memorabilia related to the Seattle Steelheads Negro league team, and also other local BIPOC teams and players. One wall is covered by a beautiful mural by local artist (and friend of Turnstyle!) Damon Brown.

Hatback Photo Collage 3

Hatback Bar & Grille

The main restaurant at the Boxyard is Hatback Bar & Grille, a sports bar loaded with big-screen TVs and serving wood-fired pizza and traditional pub fare. The name, logo and visual system are inspired by the 80’s-era Mariners, with their signature yellow & blue color palette, plus the backwards hat of legendary Mariner Ken Griffey, Jr.

Steelheads Hatback Exterior
Hatback Hero Logo
Hatback Secondary Logos
Hatback Colors
Hatback Type
Hatback Social 2
Hatback Website Update
Hatback Guidelines Large
Hatback Photo Collage

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