Logo for brewery

Hi Chance

What can I say, ok let's start with the typography as that's what you want to focus on.

To be honest there's no typography here, it just a font, which to be fair is fairly unoriginal. I think what you really need to is research, some of the best beer brands of the world (I'm I assume it's beer - as you have not sated elsewhere) , and then look at how they're brands have evolved, yes a lot seem to use serif type fonts, but if you research a bit you will find that there are some decent ones...

have a look at MACS - an NZ brand, simple yet different...

I say just use Bo's - I have done a quick mock up of what I mean...

Anyway good luck!

It's hard to review completely accurately without the full picture of it (this illustrative imagery you speak of), but as a stand-alone the text appears to be off-balanced. I looks like it's just waiting for someone to push down on the apostrophe and teeter it the other way.

The font itself isn't too bad and does a decent job of passing across the casual/rugged without looking cartoonish as you described.

You need to either commit to the slant/curve, or get rid of it. Three ways you can balance it are to slant the entire logo:

1) Make the curve symmetrical. The upward curve makes it look like it's ready to fall, you can ground it by weighting the text on either side of the lowest point.

2) Eliminate the curve. Flatten the baseline and top line of the texts and align it appropriately. I would try aligning the BREWS to the right and shrink it down a bit (start it about halfway through the B).

3) Commit a slant. Make it look intentionally off balance. Slant the whole text using parallel lines. It keeps it "balanced" but adds some dynamic as opposed to a straight line text.

The display font used is perfect. It has a rugged 1800/1990's Pub feel. It would be interesting to see an overall shape created (sort of a counter-balance to the curve at the bottom).

Take a look at Tim Girvin's work (master typographer) http://www.girvin.com/portfolio/identity/perkinscoie/perkinscoie.php Tim creates wonderful brand identity marks. I always find his work as key for typographic treatment & inspiration.

I think the direction is right, but the execution fails. Font choice is okay, if a little underwhelming. In other words, it's very familiar territory.

As others have stated, either commit to the irregularity/curve or get rid of it altogether. At present, it contributes nothing to legibility, style or market positioning. In my view, a logo in this category needs a much more skilfully handcrafted look. The perspective is all over the place. We seem to be viewing the two words from different angles.

There are some issues with the thickness and placement of the secondary line. Why, for example does the upper curve of the B thicken, but the lower doesn't? Why do the B, R and E have the secondary line falling to the left, whereas the rest fall to the right? Except for the W, which can't make up its mind so is having an each way bet. Simply stretching the letters demonstrates poor typographic skills.

On the subject of positioning, can I humbly suggest rewriting the name. Get rid of the apostrophe and the S. The word is too short to support the diminutive letter. My recommendation would be to call it BOWS BREWS. Or even, BEAU'S BREWS. Same pronunciation, no confusion, no ugly letterforms. I can see you having a lot more fun with the type, considering the words are now much closer in length.

Just depends how wedded Bo is to his name.

Hope this helps.

Hey Chance

Present logo is looking average.

As some of my friends empasized on the typography, I agree with them and suggest you to look into the typography.

Whats lacking here is the form of the type.

I tried to quickly create few mock ups and you have a look at them and probably see what I am trying to point out.

It can be retro, classic and Modern. Tried to convey those in these mocks.

Hope this gives you more ideas to better form your logo.

thanks and Cheers for the Beer :-))

Prasahnt

nice job