Click to see full size brand style guide.
I love everything about craft beer. The authenticity, the camaraderie, the delicious taste… While out and about, I always pay attention to craft beer design (I even collect cool beer caps!) So why not create designs of my own and a company named HIP HOP to go along with them?
When I began this project, I had many ideas of what I wanted my company to be. I based these ideas off of things I am passionate about. When I narrowed my company down to craft beer I began brainstorming icons, lingo, etc. associated with this topic. I eventually came up with the name Hip Hop. The word “hip” coming from “trendy” and the word “hop” coming from “beer hops”. I also wanted the word “hop” to refer to a rabbit. In my opinion, memorable logos always have a memorable icon. May it be a letter, a shape, etc. In Hip Hop’s case it is a rabbit.
I did a lot of preliminary sketches (3 or 4 pages?!) before coming up with the logo’s design. I always sketch ideas before diving into Illustrator. Merging the beer hop and rabbit icons was challenging, but I am happy with the results in the end. Simply altering the width of the rabbit’s eyes and smoothing out the edges of the beer hop made a big difference. The actual creation of the logo in Illustrator was quite simple after I knew the direction I was heading. Producing the additional logos and style guide was fairly easy and fun as well (except for when I forgot to save, Illustrator crashed, and I had to remake the style guide…)
Overall, the most challenging part of this project was coming up with my idea and doing the preliminary sketches. Creative freedom over a topic is such a blessing and a curse! I would like to play around with minimal logo design more in the future.
The logo I designed for Atlas Brew does a splendid job of delivering to company’s message. I have a passion for storytelling, Stories are dynamic tools, they can evoke emotional responses and can teach us about experiences other than our own. I wanted my logo to tella story that wouldn’t need much background. It needed to have a straightforward message while at the same time have eye catching qualities.
Atlas Brew’s mission is to education the general population on the growing global craft beer culture. I initially knew I wanted the design to be a compass because I wanted it to represent the global audience the publication reaches. A beer bottle element seemed to be a given and originally I have the four compass corners with a beer bottle. I used green for the rings because it represented the freshness and growth of the craft beer industry. I overlaid the design with some texture and thought I was done. Something didn’t feel right though and I realized it was because the beer bottles weren’t pointy like the arrows on a compass. It looked more like a ships wheel. I decided to go back to my original sketches and figure out what was missing.
The wheat leaves were exactly what the logo needed! Not only are they a symbol of how beer is made but they are pointy! I rotated the compass, added the wheat leaves and was pleased with the result.
In terms on font I know sans-serif is very in right now but I wanted to give the compass a worn feel. I found the font cambo on font squirrel and thought it did a nice job of conveying the publication message. I went with a very dark grey because the black felt to harsh. Overall I am very happy with my logo and I know it does a great job of representing Atlas Brew.
Click here to see more variations of this logo!
The logo I created is for a publishing company called Foulard Publications which I imagine will publish textile related publications. Foulard is a french word that means scarf but it is also an english word that is a type of textile that is soft and lightweight silk, cotton or rayon used for printed scarves. Initially, I wanted to make this logo be a square printed scarf but I realized it would have scaling issues. So I decided to go with a simple scarf illustration and I used a brush to color it in, so that it would have a watercolor sort of style. I also decided to use a script font because I wanted the logo to have a very fluid and flowery feeling to convey the imagery of textiles. In this logo, I really like the color that I chose and the fact that I went with a black font. I also like the simplified version I did where it’s just the scarf with a script f on the scarf.
I think this logo still may have some scaling issues. I don’t think it will register as well when it’s scaled down a considerable amount, since it has a good amount of linework that is what makes it look like a scarf. I wish I would’ve maybe done the printed square option and done a simple pattern.