BEHIND THE SCOPE: MICROBREW – LOGO CONCEPTS
The client was opening a new restaurant and brewery pub, MicroBrew, and contacted me for a logo he needed. I first jotted down some keywords and made a list of words depicting beer and dining then later started sketching. The client had something in mind of having beer shown in the background, so I proceeded with a few initial concepts of sketches of the following:
By brainstorming I first had in mind of beer foam, lots of it, and first thought of an idea of a beer barrel with foam overflowed around it along with a suitable typestyle for a bar & grill. The subheading was yet to be confirmed at that time and the client hasn’t decided yet on what to call it, “Grill & Brewery”, “Bar & Grill”, “Grill & Pub”, etc.
I later removed the beer foam on the second concept but it started to look bare and not so striking.
On the third I brought back the beer foam and did a new concept with the beer barrel. I made the barrel being covered and overflowed with beer foam, along with a sporty-script typestyle. By that time it was confirmed that the subheading will be “Grill & Brewery”. Thank goodness, now I can figure out how much space I would need to add that in the logo! Then on the fourth concept I decided to go back to the earlier concept and instead of the beer barrel concept I replaced it with a beer mug. The results were successful, so well that the client like both concepts and couldn’t favor one over the other. Therefore I decided to go ahead and do both through the final stages bringing it into digital/computer, color concepts, scaling/sizing, applying it on signs, etc.
The client presented the two versions at the company’s meeting and notified me that the vote came to a very close call. It was later confirmed that most of them favored the second version.
