The logo should represent the growing craft home beer brewing scene.
It should speak to craftsmen, artisans, and scientists as this is
brewing beer is. The craft brew scene is exploding, and new to a lot
of people but brewing itself is one of the oldest professions. Our
fore fathers brewed beer - All those dead white guys. It's one of the
oldest professions. It's something that connects us to our roots
because the process has remained the same for thousands of years,
by stretching the boundaries, beer has become more popular than ever
producing flavors and aromas that wildly buck the commercial trend.
Home and craft beer brewers are also somewhat rebellious - This has
got to be captured in some way. We've rejected the same old garbage
they've been serving us for years and decided to do our own thing
it. Finally, the social element cannot be understated. Nothing's
better than sharing a home brew (or any brew) among friends, and
strangers who are soon to be friends.
The logo should be classy but edgy. Casual but dignified. Traditional
but experimental. Strong and vulnerable. It should buck the system
without completely derailing it. But is should represent independent
thought and high quality more than anything.
The "Edge" in Brewer's Edge can be used metaphorically, possibly shown
as a blade of some sort - And still represent something about giving
home brewers some of what they need to be independent and stand up to
Feel free to cleverly incorporate some or all of the home
brewer's tools including the 5gal bucket, carboy, big spoon or
paddle, etc. Consider also the primary elements in beer: barley,