The Story Behind The Whiskey Riff Logo

Jason Aldean and woman posing for a picture

It was time I let you guys in on a little secret: the meaning of the Whiskey Riff logo. We’ve had plenty people ask about it as time has gone on, so, let’s do this.

A large room with a chandelier and wood floors
Our original logo was completely unoriginal, brown, poopy, and did nothing to create the attitude we knew we wanted to make come alive with Whiskey Riff. We spent weeks trying to figure out what it should be, but nothing made sense. We wanted to create something that made people stop, and say “what is that?” That’s when the light bulb went off.

A kitchen with a sink and a toaster oven

A kitchen with a sink and a toaster oven

Our badass writers Mariah and Delaney.

I started to look at the beginnings of Whiskey Riff – where it was born. It was born in Chicago, and to this day that’s where we’re headquartered (although we have writers in every nook and cranny of this great country).

I became fixated on the ‘Y’ in Whiskey. Knowing our take on country music, our attitude, our sense of humor, was one of a younger generation. The ‘Y’ made sense – Generation Y. 

But I wanted to pay my respects to the city in which Whiskey Riff was born. We happened to be at a Cubs game when the name was thought of – about 6 beers deep each. Wes and I like beer.

A kitchen with a sink and a toaster oven

One of our favorites, Maren Morris.

A couple days later I was walking by the historic Chicago Theatre and it hit me…

A black coffee maker on a counter

I saw a ‘Y’ in a circle on the famous marquee. I Googled it…

The Y-symbol can be found all over Chicago: bridges, fences, public buildings. It is officially known as the “Municipal Device” and is a symbol of civic pride.

The Y-Symbol represents the three branches of Chicago River which forms an alphabet Y topography at the “Wolf Point,” where the main branch of the river divides into the North and South branches.

A lot of mumbo jumbo, I know. What mattered is this ‘Y’ I obsessed over finally had the connection to the city we started in. For the record, I am from Indiana and Wes is from the Illinois/Iowa border.

A kitchen with a sink and a toaster oven

Our buddies Steven Lee Olsen and Erik Dylan.

Finally, we love America so hard, so wanted to incorporate some stars and stripes, in some way. We were able to do that, creating a logo, a brand, and a symbol that represented creativity, loyalty, symbolism, energy, beginnings and a Generation of country music fans.

So to all the Whiskey Riffers out there, thanks for the support, this is just the beginning. This fuckin’ thing is a freight train of momentum.

A man wearing a hat

If you want to get your hands on our gear, click here.


A beer bottle on a dock