Brew York logo design was a really fun project for us to work on. Brew York is a company in Watertown NY. Brew York is responsible for throwing the largest annual music festival in the area. Brew York brings together several artists over multiple stages and connects them with Specialty breweries, Distilleries, and Wineries from the surrounding area. Urban Analog was approached to help them take their project to the next level.
Final Logo Design
The final design looks incorporates an origami style folded lettering that results in an arrow extended off the "K" in the word "YORK". The Arrow signifies the idea of pointing people in the direction of entertainment as if to say "Follow ME".
The "B" and "Y" are designed to look like they are folded over into each other but also hide the Initials of the business founders. The folded "B" looks like a "P" as in Patrick Robbins and the "Y" looks like a "J" As in Jason Price. This is not accidental as this is the name of the founders.
The coloring was chosen as Neutral so that the color would not conflict with the colorful posters it would be found on. It also has a white version that stands out against dark backgrounds.
How we got there
Where We started with the Logo Design
The original design we started with was created to look like music cables. The design was something we were very excited about but in the end, we had to agree it did not cover the "BREW" side of the company and was too heavily associated to the music aspect of the business. After some back and forth we found that the client was looking for something more neutral and a little more simplified.
We looked at a variety of ideas but it was hard to incorporate music and adult beverages in a single way that celebrated both without alienating the other. We played with lots of ideas before we came up with what would be the final logo.
Simplification was the big break
We decided to do an exercise of simplifying the brand down to two letters. We played with a lot of ideas and nothing was "wrong"...We wanted to see all the ways we could put these letters together. What is when we came up with the avatar that would give life to the full logo. Originally we drew the "Y" with a tail that curled out - We decided that we wanted to extend the tail to underline the copy in the full version of the add. Because it looked awkward we realized that the only way to bring it back and look right to the client was to bend the tail back. This lead to the folded paper idea that helped us complete the design.