Hatch Design located in San Francisco contacted Steven Noble to render the new logo identity for Seagram’s that includes their world famous crest with the distinctive three horses and surrounding ornamental filigree. The illustrations include three different detailed versions for use on several scalable sizes for printing on aluminum cans, and packaging crates and boxes that scale from 1” to 12” and above. The final illustrations were created by hand and rendered from a scratchboard clay surface in an etching style.