Ravinia Brewing Company changes name to Steep Ravine after trademark dispute

CHICAGO (CBS) — The former Ravinia Brewing Company on Tuesday officially revealed its new name.
The brewer is now called Steep Ravine Brewing Company, after its flagship IPA.
“When we launched Ravinia Brewing 10 years ago, our mission was built on three pillars: community, craft, and creation,” Kris Walker, co-founder and managing partner of the craft brewer, said in a news release. “As we transition to Steep Ravine Brewing Company, we’re embracing the connection between beer and storytelling. Sharing a beer has always been about creating meaningful experiences, and this next chapter allows us to honor that tradition. Your story. Our beer. We’re excited to share what’s ahead with our community and fans.”
The decision to rebrand followed a trademark dispute with the Ravinia Festival, the famed music venue in north suburban Highland Park. The brewery was founded in the Ravinia District in Highland Park, where the music venue is also located.
The Ravinia Festival provided assistance for the rebranding, the brewer said.
“This announcement marks an exciting new chapter for Steep Ravine Brewing Company,” Jeff Haydon, chief executive officer of Ravinia Festival, said in a release. “We look forward to their continued success.”
The “Tree Guy” mascot for the brewer, depicting a tree riding a bicycle, is part of the new logo.
“This rebranding gave us the rare opportunity to reflect on who we are and what makes us special,” Jeff Hoobler, managing partner for the brewer, said in the release. “Every time we thought of new names, we came back to our origins—our original home in the Ravinia District of Highland Park, and the steep ravines and stories that surround it. By putting our ‘Tree Guy’ and our Highland Park heritage front and center, we’re staying true to our identity. We’re excited to keep doing what we love for years to come.”
Meanwhile, Steep Ravine announced it will be closing its tap room at 2601 W. Diversey Ave. in the Logan Square neighborhood on Saturday, Dec. 14. The space will remain in operation solely for beer production.
The Highland Park taproom at 582 Roger Williams Ave. will remain in operation with modest updates, the brewer said. Live music will also be coming back.