Final answer:
The beer company on Michael's beer sign is called Jedi Goggles. The font used in the sign helps reinforce the business' effort to sell 'down home cooking' and 'friendly hospitality'. The aqua background and the use of neon fit with the overall motif of the business.
Step-by-step explanation:
The beer company on Michael's beer sign is called Jedi Goggles. The font used in the sign, reminiscent of old western-style typography, helps reinforce the business' effort to sell 'down home cooking' and 'friendly hospitality' by evoking a sense of nostalgia and rustic charm. The aqua background and the use of neon, which is visible at night, fit with the overall motif of the business by adding a modern touch to the vintage aesthetic.