Portland Brewing Company is rebranding! Come check things out at the Brewery Running Series 5k on April 21st

As a Run Oregon blogger here in the PNW, I know that we are always amazed and excited when we write about races that have stood the tests of time and have been put on for 10, 20, even 30+ years. There is something special about races that have ventured out and created something new, and then continually put in the work to perfect it. But even those steady events have had to evolve over the years to keep up with changes in technology, runners, and expectations. What would have been passable in the 80’s or 90’s (or even the 2000’s) isn’t going to fly in today’s running landscape.

I think this is honestly a perfect metaphor for Portland Brewing Company. As one of the founding craft breweries in the Rose City (1986), it has been a staple in the PNW for quite some time. They have been part of new partnerships, brand consolidations, and even a few name changes over the years. But a weird thing has happened since Portland Brewing was one of the big dogs.

Portland craft beer happened.

As everyone is probably familiar with, Portland has turned into one of the top beer cities in the US and has the most breweries per capita in the country. No matter where you are standing in Portland, it seems like you are never further then a few miles from a handful of new and local pubs brewing their own beer. With new breweries come new ideas, styles, and energy – all good things.

I was talking with my brother-in-law a few months ago and we were chatting about what came to mind when we thought of Portland Brewing. Words and phrases like, “classic”, “old-school”, and “beer my dad drinks” came up in the course of this conversation – nothing all that negative, but probably not exactly what a brewery wants in a rapidly expanding and modernizing beer market. I remember thinking at the time that it may be a good idea for PBC to consider some sort of change if they want to keep up…

And here they go.

Beginning this past Friday, Portland Brewing has unveiled a brand refresh that takes their beers and packaging into the new craft beer world. Some info from their press release:

Portland Brewing’s company values reflect the city itself: original, solid, passionate, Portland. “Portland isn’t just in our name, it’s in our DNA. The brewery was born here, and the city helped raise us. We will always represent Portland, making original beer that’s a reflection of the city and the people who give the city its character.

So let’s take a look at that new logo. When I first saw the “P” I knew there had to be more to the style. There is, and it’s awesome (click image below for redirection to PBC’s Facebook video).



Click for video

The bold graphic “P” is not only a modern evolution of Portland Brewing Company’s original packaging, it also reflects the city itself, taking on the geographic layout of Portland. The brand mark refers to some of the first signage created for the tap house in 1986 combined with the modern geometric design popular at that time. The stem of the “P” follows the path of the Willamette River as it runs through the center of the city, while border elements on the badge were inspired by Portland’s city flag. Our goal was to create something that not only reflected Portland Brewing’s history, but created a strong symbol for the brand in years to come,” said Sean Barrett, Creative Director at Studio Mega.

They also have a variety of new beers in the works and already flowing in the taproom. Their Portland IPA has been slightly modified and is being renamed and bottled as “Ink & Roses”. They also have a “New Way IPA” that is in some snazzy new cans as well. Stay tuned for a future Kegs and Legs feature about those IPA’s. Even the staple “McTarnhans Amber Ale” bottle have received a much-needed facelift. We got to check out a new offering that is currently only available on tap and in take-home crowlers – the Pink Boots IPA. It’s a flavorful and classic NW IPA that is one of the best beers I have ever had from Portland Brewing.


We recommend coming out to the Oregon Brewery Running Series 5k on April 21st and sticking around for the Hoppy Earth Day Brewfest afterwards. If you can’t make it out, make sure you follow them on social media, as they will be doing a series of pop-up events taking place in at least four of Portland’s unique neighborhoods (Alberta, Mississippi, Kinton/Division, Belmont/Hawthorne). These events will include Portland Brewing-hosted happy hours at local businesses, art shows, beer festivals, summer after-parties, street festivals, and more!

I, for one, am very happy to see this shift and rebrand (called it!) and have been impressed with their new beers as well. If you haven’t been out to Portland Brewing in a while, now is a great time to get back on board and re-check them out!


  • Pink Boots IPA
    • ABV: 7.8


  • Portland Brewing Company (Facebook)
    • 2730 NW 31st Portland Oregon, 97210 (RACE LOCATION)
      • Monday–Friday: 11:00am–7:00pm
      • Saturday: 12:00pm–7:00pm
      • Sunday: Private Events
About Author

Matt Rasmussen lives in Keizer, Ore. with his wife and three daughters. He enjoys watching hockey, going to as many breweries (618) and wineries (152) as he can, and all things Canada (he was born there). Matt was raised as a baseball player and officially transitioned over to running in 2010.

%d bloggers like this: