Black Rifle Coffee Company - Heritage Badge Design
A Fresh Take on an Iconic BRCC Graphic
Black Rifle Coffee Company and I have worked together on a number of projects, and this one was a fun ask, coming up with a new version of one of their most recognizable graphics. BRCC has had a Keystone badge design that they’ve used for years. It has shown up on apparel, hats, mugs, patches, stickers — basically everything. It’s a staple in their lineup and instantly recognizable to their audience.
They were wanting a new version of that well-loved graphic. The goal:
Create something updated and custom, while still honoring the original Keystone idea that long-time BRCC fans already know.
The result became the BRCC Heritage Badge. It’s a bold, clean design that hits familiar notes from the past while giving the brand a fresh, custom-built look moving forward.
The Goal
The new badge needed to:
• Pay homage to the original Keystone design
• Highlight the year the company was founded
• Work in the Keystone classic black-and-yellow colorway
• Feel bold, tough, and unmistakably Black Rifle
• Be flexible enough for apparel, hats, patches, mugs, and more
Example of the Heritage badge applied to BRCC drinkware.
Design Direction
The updated Heritage Badge had to do two things at once. Feel familiar and feel new.
• Custom letterforms to give it a true, custom built look
• A strong, unique silhouette for patches and embroidery
• A subtle but meaningful American flag icon added to the center
• A layout that feels tough, patriotic, and timeless
• Bold typography that carries BRCC’s signature style
The American flag element was a bonus touch, tying directly into the brand’s pride in America, its military roots, and the values their community shares.
Audience
This badge was designed for the people who connect most with BRCC:
• Military and veterans
• Firearms and tactical community
• Coffee drinkers and outdoorsmen
• Anyone who supports American-made and veteran-led companies
These are people who appreciate heritage, symbolism, and a design that carries meaning.
Heritage badge design in the classic black and yellow colorway.
Design Process
I started with thumbnail sketches to explore shape and structure. Once the direction was locked in, I refined everything inside Adobe Illustrator. The final badge is:
• 100% vector
• Clean and scalable
• Optimized for embroidery, patches, hats, mugs, and printing
• Built with custom type designed specifically for this piece
From the outside shape to the internal letterforms, everything was intentionally built, not typed.
Color + Application
BRCC has always used the black-and-yellow combination for the Keystone badge, a classic look their audience immediately recognizes. I kept that as the main colorway, but also built out additional versions to give them flexibility across:
• Hats
• Ceramics
• Apparel
• Stickers
• Printed goods
• Product packaging
It needed to work worry-free across every type of product they offer.
Lifestyle photo showing the new Heritage Badge on a black hat.
What Makes This Badge Unique
The Heritage Badge is both a throwback and a step forward.
• It’s custom
• It’s bold with a unique shape
• It honors the brand’s history
• It feels built for longevity
• The typography is unique to this design
This is one of those graphics that will still look good twenty years from now.
Favorite Part of the Project
Seeing how widely this badge has been used. It’s popped up on hats, mugs, social posts, and worn by some pretty notable people. When you see a design you made out everywhere in the real world, that’s the best part of the job.
Product shot highlighting the badge as a patch on a black hat.
Quick Answers:
Who designed the Black Rifle Coffee Company Heritage Badge?
Dristy Design, specializing in bold, custom branding for military, tactical, and outdoor brands.
Does BRCC use custom-designed patches and graphics?
Yes, the Heritage Badge is a custom-built vector graphic.
What style is the BRCC Heritage Badge?
Vintage-inspired, tactical, bold, and patriotic with custom type and an American flag icon.
Where can I hire a designer for military or tactical apparel graphics?
Dristy Design works with tactical, coffee, firearm, veteran, and lifestyle brands.
Click below to learn more about getting started on custom logo design, badge artwork, and apparel graphics that speak to your audience.