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---
title: "{{ replace .Name "-" " " | title }}"
date: {{ .Date }}
draft: true
---

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baseURL = "https://home.whytheyfight.com"
languageCode = "en-us"
title = "WTFxUS | Home"
theme = "roxo-hugo"
summarylength = 25
# Site Menus
[menu]
# Navbar Menus
[[menu.nav]]
name = "Home"
url = "https://home.whytheyfight.com"
weight = 1
[[menu.nav]]
name = "About"
url = "about"
weight = 2
[[menu.nav]]
name = "Portfolio"
url = "portfolio"
weight = 3
[[menu.nav]]
name = "Blog"
url = "https://blog.whytheyfight.com"
weight = 4
[[menu.nav]]
name = "Check out the beta!"
url = "https://apps.whytheyfight.com"
weight = 5
# Site Params
[params]
logo = "images/logo.png"
dateFormat = "26 FEB 1994"
# Meta data
description = "WTFxUS | An open source record label"
author = "Why They Fight"
# Google Analitycs
#googleAnalitycsID = "Your ID"
# We're using formspree.io for form handling, paste your formspree url below
fabform = "https://fabform.io/f/3jZiNxY"
# Contact Form
[params.contactForm]
placeholder_first_name = "First Name"
placeholder_last_name = "Last Name"
placeholder_email = "Email"
placeholder_project_type = "Project Type"
placeholder_about_the_project = "About the Project"
send_message = "Send Message"
[[params.contactForm.projectType]]
value = "gd"
title = "Music Related"
[[params.contactForm.projectType]]
value = "wd"
title = "Web Design/Hosting"
# Navbar Action Button
[params.navAction]
status = true
name = "Check out the beta!"
url = "https://beta.whytheyfight.com"
# Banner Section
[params.banner]
enable = true
background_image = "images/backgrounds/wtfxus-background.jpg"
heading = "Were a record label based on all open-source projects!"
tagline = "Welcome to WTFxUS"
primary_button = "See Our Works"
primary_button_url = "portfolio"
secondary_button = "Connect with Us"
secondary_button_url = "contact"
[params.portfolio]
enable = true
title = "OUR RECENT WORKS"
subtitle = "Our latest releases"
[params.call_to_action]
enable = true
background_image = "images/backgrounds/cta-background.jpg"
title = "LETS WORK TOGETHER"
primary_button = "Submit Query"
primary_button_url = "contact"
secondary_button = "Not Convinced"
secondary_button_url = "portfolio"
[params.footer]
# Footer Contact Info
[params.footer.contactInfo]
title = "Contact Info"
email = "support@whytheyfight.com"
# address = "713 Elmwood St.<br>Prior Lake, MN 55372"
# phone = "409-896-1444"
# Footer Sitemap
[params.footer.sitemap]
title = "Sitemap"
[[params.footer.sitemap.link]]
name = "About WTFxUS"
url = "about"
[[params.footer.sitemap.link]]
name = "Projects"
url = "portfolio"
[[params.footer.sitemap.link]]
name = "Blog"
url = "https://blog.whytheyfight.com"
[[params.footer.sitemap.link]]
name = "Contact"
url = "contact"
# Footer Social Media
[params.footer.social]
title = "Social Media"
[[params.footer.social.link]]
name = "Mastodon"
url = "https://social.whytheyfight.com"
[[params.footer.social.link]]
name = "Funkwhale"
url = "https://music.whytheyfight.com"
[[params.footer.social.link]]
name = "Discord"
url = "https://discord.whytheyfight.com"
[[params.footer.social.link]]
name = "Blog"
url = "https://blog.whytheyfight.com"
# Footer Service
[params.footer.service]
title = "We help artists:"
description = "develop music<br>in an open source environment<br>safe from third party tracking"

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---
title: "About Us"
date: 2018-07-12T18:19:33+06:00
heading : "WE ARE WHY THEY FIGHT. AN OPEN SOURCE RECORD LABEL FROM DENVER."
description : "We are specialized in developing music in an open source way free from third party tracking and advertising. We also provide a portal for anyone to get involved in the Fediverse."
expertise_title: "Expertise"
expertise_sectors: ["Recording Services", "Data Hosting", "Mixing and Mastering Services", "Branding Support", "Music Production", "Web Design", "Self Hosting"]
---

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---
title: "Design Inspiration: The Best Projects From December"
date: 2019-12-24T13:45:06+06:00
image: images/blog/blog-post-04.jpg
feature_image: images/blog/blog-details-image.jpg
author: Alexender Schoitiz
---
### Black Lines brand identity, by & Smith
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio & Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to & Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
![blog-details-image-02](https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg)
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
> "The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring."
> Paul Rand, graphic designer

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---
title: "Design Inspiration: The Best Projects From November"
date: 2019-12-24T13:36:06+06:00
image: images/blog/blog-post-02.jpg
feature_image: images/blog/blog-details-image.jpg
author: Alexender Schoitiz
---
### Black Lines brand identity, by & Smith
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio & Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to & Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
![blog-details-image-02](https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg)
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
> "The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring."
> Paul Rand, graphic designer

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---
title: "Pt Chooses Classic Blue for Its Colour of the Year 2020"
date: 2019-12-24T13:32:54+06:00
image: images/blog/blog-post-03.jpg
feature_image: images/blog/blog-details-image.jpg
author: Alexender Schoitiz
---
### Black Lines brand identity, by & Smith
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio & Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to & Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
![blog-details-image-02](https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg)
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
> "The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring."
> Paul Rand, graphic designer

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---
title: "The 10 Biggest Rebrands and Logo Designs of 2019"
date: 2019-12-24T13:40:00+06:00
image: images/blog/blog-post-01.jpg
feature_image: images/blog/blog-details-image.jpg
author: Alexender Schoitiz
---
### Black Lines brand identity, by & Smith
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio & Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to & Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
![blog-details-image-02](https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg)
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
> "The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring."
> Paul Rand, graphic designer

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---
title : "Roxo Blog"
date : 2019-12-23T20:17:01+06:00
description : "By fusing strategy & design we help our partners build their brands, drive business, & stand out from the noise in saturated markets! Follow our blog for the latest case studies and projects."
---

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---
title: "The 10 Biggest Product Stories of 2019"
date: 2019-12-24T12:58:17+06:00
image: images/blog/blog-post-04.jpg
feature_image: images/blog/blog-details-image.jpg
author: Alexender Schoitiz
---
### Black Lines brand identity, by & Smith
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio & Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to & Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.
1. ROFL means Rolling on floor laughing.
2. STFU means Shut the *freak* up.
3. LMK means Let me know.
4. ILY means I love you.
5. YOLO means You only live once.
6. SMH means Shaking my head.
![blog-details-image-02](https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg)
Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.
> "The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring."
> Paul Rand, graphic designer

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---
title : "Contact"
date : 2019-12-23T20:17:01+06:00
heading : "Dont be shy. Say <span>Hello.</span>"
form_heading : "TELL US ABOUT YOUR PROJECT"
---

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---
title: "Just Listen by Why They Fight"
date: 2013-06-07T20:56:42+06:00
type: portfolio
image: "images/projects/justlisten.jpg"
category: ["PRODUCT LABEL"]
project_images: ["images/projects/justlisten.jpg"]
---
Just Listen was released by Why They Fight on June 7th, 2013.
FFA: The Maine, All Time Low, Emo, Pop-punk.
Available for [streaming](https://distrokid.com/hyperfollow/whytheyfight/efN6)!

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---
title: "Portfolio | WTFxUS"
date: 2019-12-23T16:48:28+06:00
---

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---
title: "Fake Friends by crystalculture"
date: 2019-12-23T20:56:42+06:00
type: portfolio
image: "images/projects/fakefriends.jpg"
category: ["PRODUCT LABEL"]
project_images: ["images/projects/fakefriends.jpg"]
---
Fake Friends was released by Crystalculture on April 20th, 2023.
FFA: Hyperpop, 100 Gecs, Umru, Laura Les.
Available for [streaming](https://distrokid.com/hyperfollow/crystalculture/fake-friends)!

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enable : true
title : "Projects we utilize"
client_logos : ["images/logos/docker.png","images/logos/swag.png","images/logos/portainer.png","images/logos/hugo.png","images/logos/openldap.png","images/logos/keycloak.png","images/logos/heimdall.png","images/logos/forgejo.png","images/logos/funkwhale.png","images/logos/ghost.png","images/logos/matrix.png","images/logos/owncast.png","images/logos/peertube.png","images/logos/pixelfed.png","images/logos/mastodon.png","images/logos/plausible.png","images/logos/vaultwarden.png","images/logos/nextcloud.png",]

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enable : true
contactFormTitle : CONTACT US
contactFormSubtitle : >
Feel free to send us any questions you might have!
mapTitle : FIND US
mapSubtitle : >
Here is our support email!
mail1 : support@whytheyfight.com
#officeAddress1 : 125, Kings Street, Melbourne United Kingdom,600562
#officeAddress2 : 925, Lab Street, San Fransisco, United State 90278
#mail2 : info@timer.com
#phone1: +07 052 245 022
#phone2: +07 052 245 025

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enable : true
heading : "CHECK OUT OUR RELEASE STATS!"
counter_item:
- title: "Singles Released"
number: "5"
- title: "Albums Released"
number: "5"
- title: "Number of Artists"
number: "3"
- title: "Seconds of Audio Released"
number: "775"

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enable : true
title : Offer From Me
subtitle: >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Sed, <br> quasi dolores numquam dolor vero ex, tempora commodi repellendus quod laborum.
item :
- icon : ion-ios-flask-outline
title : Media heading
description : >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Voluptatum, sint.
- icon : ion-ios-lightbulb-outline
title : Well documented.
description : >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Voluptatum, sint.
- icon : ion-ios-americanfootball-outline
title : Free updates
description : >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Voluptatum, sint.
- icon : ion-ios-keypad-outline
title : Solid Support
description : >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Voluptatum, sint.
- icon : ion-ios-barcode-outline
title : Simple Installation
description : >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Voluptatum, sint.
- icon : ion-ios-lightbulb-outline
title : Well documented.
description : >
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Voluptatum, sint.

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enable : true
galleryImages :
- image : images/portfolio/item-1.jpg
- image : images/portfolio/item-2.jpg
- image : images/portfolio/item-3.jpg
- image : images/portfolio/item-4.jpg
- image : images/portfolio/item-5.jpg
- image : images/portfolio/item-6.jpg

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enable : true
title : WHAT WE LOVE TO DO
subtitle: Lorem ipsum dolor sit amet, consectetur adipisicing elit. Perspiciatis porro recusandae non quibusdam iure adipisci.
image : images/team.jpg
serviceItem :
- icon : ion-ios-paper-outline
title : BRANDING
description: >
Veritatis eligendi, dignissimos. Porta fermentum mus aute pulvinar earum minus platea massa feugiat rutrum urna facilisi ipsameum
- icon : ion-ios-pint-outline
title : DESIGN
description: >
Veritatis eligendi, dignissimos. Porta fermentum mus aute pulvinar earum minus platea massa feugiat rutrum urna facilisi ipsameum
- icon : ion-ios-paper-outline
title : DEVELOPMENT
description: >
Veritatis eligendi, dignissimos. Porta fermentum mus aute pulvinar earum minus platea massa feugiat rutrum urna facilisi ipsameum
- icon : ion-ios-paper-outline
title : THEMEING
description: >
Veritatis eligendi, dignissimos. Porta fermentum mus aute pulvinar earum minus platea massa feugiat rutrum urna facilisi ipsameum

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enable : true
title : Team that makes the difference.
members :
- image : images/team/max.jpg
name : Max Barksdale
designation : Creative Director
#linktree : https://www.whytheyfight.com/maxfromwtf
instagram : https://www.instagram.com/maxfromwtf
#mastodon : https://social.whytheyfight.com/@max

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enable : true
title : "PROJECTS WE UTILIZE"
subtitle: "What open source projects we use here!"
testimonial_item :
- thumb : "images/logos/docker.png"
name : "Docker"
company_position: "Apache v2.0"
quote : >
"We use Docker and Docker-Compose to self host our services!"
- thumb : "images/logos/swag.png"
name : "SWAG"
company_position: "Apache v2.0"
quote : >
"We use SWAG by Linuxserver.io as our reverse proxy!"
- thumb : "images/logos/portainer.png"
name : "Portainer"
company_position: "Zlib"
quote : >
"We use Portainer to manage our containers!"
- thumb : "images/logos/hugo.png"
name : "Hugo"
company_position: "Apache 2.0"
quote : >
"We use Hugo for our main home page!"
- thumb : "images/logos/openldap.png"
name : "OpenLDAP"
company_position: "MIT"
quote : >
"We use OpenLDAP as our user account backend!"
- thumb : "images/logos/keycloak.png"
name : "OpenLDAP"
company_position: "Apache 2.0"
quote : >
"We use Keycloak as our user account frontend!"
- thumb : "images/logos/heimdall.png"
name : "Heimdall"
company_position: "MIT"
quote : >
"We use Heimdall as our app landing page!"
- thumb : "images/logos/forgejo.png"
name : "Forgejo"
company_position: "MIT"
quote : >
"We use Forgejo as our Git pipeline!"
- thumb : "images/logos/Funkwhale.png"
name : "Funkwhale"
company_position: "GPL-3.0"
quote : >
"We use Funkwhale as a music server!"
- thumb : "images/logos/ghost.png"
name : "Ghost"
company_position: "MIT"
quote : >
"We use Ghost for our blog!"
- thumb : "images/logos/matrix.png"
name : "Matrix"
company_position: "Apache 2.0"
quote : >
"We use Matrix and Element for encrypted chat!"
- thumb : "images/logos/owncast.png"
name : "Owncast"
company_position: "MIT"
quote : >
"We use Owncast for our company related broadcasts!"
- thumb : "images/logos/peertube.png"
name : "Peertube"
company_position: "AGPL 3.0"
quote : >
"We use Peertube for our video hosting and streaming server!"
- thumb : "images/logos/pixelfed.png"
name : "Pixelfed"
company_position: "AGPL 3.0"
quote : >
"We provide a Pixelfed server!"
- thumb : "images/logos/mastodon.png"
name : "Mastodon"
company_position: "AGPL 3.0"
quote : >
"We provide a Mastodon server!"
- thumb : "images/logos/plausible.png"
name : "Plausible"
company_position: "MIT"
quote : >
"We use Plausible for anonymous website statistics!"
- thumb : "images/logos/vaultwarden.png"
name : "Vaultwarden"
company_position: "AGPL 3.0"
quote : >
"We use Vaultwarden for password management!"
- thumb : "images/logos/nextcloud.png"
name : "Nextcloud"
company_position: "AGPL 3.0"
quote : >
"We use Nextcloud for our cloud storage!"

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<!DOCTYPE html>
<html lang="en-us"><head>
<meta charset="utf-8" />
<title>About Us</title>
<!-- mobile responsive meta -->
<meta name="viewport" content="width=device-width, initial-scale=1" />
<meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1" />
<meta name="author" content="Why They Fight">
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<p><span>December 24, 2019</span> by <span>Alexender Schoitiz</span></p>
<h2 class="blog-title">Design Inspiration: The Best Projects From December</h2>
<img class="feature-image" src="https://home.whytheyfight.com/images/blog/blog-details-image.jpg" alt="blog-feature-image">
<h3 id="black-lines-brand-identity-by--smith">Black Lines brand identity, by &amp; Smith</h3>
<p>Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.</p>
<ol>
<li>ROFL means Rolling on floor laughing.</li>
<li>STFU means Shut the <em>freak</em> up.</li>
<li>LMK means Let me know.</li>
<li>ILY means I love you.</li>
<li>YOLO means You only live once.</li>
<li>SMH means Shaking my head.</li>
</ol>
<p>The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio &amp; Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to &amp; Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.</p>
<ol>
<li>ROFL means Rolling on floor laughing.</li>
<li>STFU means Shut the <em>freak</em> up.</li>
<li>LMK means Let me know.</li>
<li>ILY means I love you.</li>
<li>YOLO means You only live once.</li>
<li>SMH means Shaking my head.</li>
</ol>
<p><img src="https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg" alt="blog-details-image-02"></p>
<p>Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.</p>
<blockquote>
<p>&ldquo;The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.&rdquo;</p>
</blockquote>
<blockquote>
<p>Paul Rand, graphic designer</p>
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<p><span>December 24, 2019</span> by <span>Alexender Schoitiz</span></p>
<h2 class="blog-title">Design Inspiration: The Best Projects From November</h2>
<img class="feature-image" src="https://home.whytheyfight.com/images/blog/blog-details-image.jpg" alt="blog-feature-image">
<h3 id="black-lines-brand-identity-by--smith">Black Lines brand identity, by &amp; Smith</h3>
<p>Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.</p>
<ol>
<li>ROFL means Rolling on floor laughing.</li>
<li>STFU means Shut the <em>freak</em> up.</li>
<li>LMK means Let me know.</li>
<li>ILY means I love you.</li>
<li>YOLO means You only live once.</li>
<li>SMH means Shaking my head.</li>
</ol>
<p>The company was previously known as Hingston + Co. but has been given a complete rebrand — including a new logo, tap badges, website and branded material — by London-based design studio &amp; Smith. The new identity is based on the Kandinsky abstract painting, Black Lines, and true to its name, is mostly black and white with a few flashes of colour. According to &amp; Smith, the identity brings together “art and science” and has been brought to life through collaborations with nine illustrators.</p>
<ol>
<li>ROFL means Rolling on floor laughing.</li>
<li>STFU means Shut the <em>freak</em> up.</li>
<li>LMK means Let me know.</li>
<li>ILY means I love you.</li>
<li>YOLO means You only live once.</li>
<li>SMH means Shaking my head.</li>
</ol>
<p><img src="https://user-images.githubusercontent.com/16266381/71399826-2009b380-264f-11ea-9bc3-59d7fa9a9994.jpg" alt="blog-details-image-02"></p>
<p>Black Lines wants it to be as easy to serve a Negroni as it is a pint of lager. The drinks company is seeking to revolutionise the bar experience by serving cocktails by draught with a changing menu of drinks (as well as same favourite stand-bys). A pink grapefruit spritz was served through the summer while a new pear and white tea fizz joins the line-up for winter.</p>
<blockquote>
<p>&ldquo;The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.&rdquo;</p>
</blockquote>
<blockquote>
<p>Paul Rand, graphic designer</p>
</blockquote>
</article>
</div>
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