Denver Arts and Venues needed a new logo for a sponsored bar at Red Rocks Amphitheater that they had named Row 71. There are 70 rows of seating at the venue, and the bar would be located around the back, behind the last row of seating.

I created several options: a reference to the name plates that label the seats, the name emerging from behind the top row, and a version of a rocks glass where the ice cube is the famous rock formation at the amphitheater. The final version chosen by the client is shown, as well as preliminary sketches and versions of the other options.