A logo is one of the most important components of a business. It identifies a brand in the simplest way possible. But what’s really behind a logo? How does a good one get made?
The logo is the touchpoint that gets the most face time, so it should be memorable, versatile, and contextually relevant to the brand. For the Hamilton’s, their logo needs to check off three major criteria: beer, heritage, and craftsmanship.
In episode 6 of Building a Brand, Creative Director Matthew Encina and Digital Director Ben Burns work with the design team at Blind to explore logo variations for Hamilton Family Brewery. With a Stylescape chosen, the design team has the visual direction they need to get to work.
A new designer, Emanuele Ricci, will join the group. Originally from Italy, he has studied typography and calligraphy in Rome, Milan, and Barcelona with experts in the field. Now in Los Angeles, Blind has brought on Emanuele to work on a hand-lettered logo to convey the craftsmanship Josh and Crysten value in their business. As a hand-lettering artist, Emanuele is uniquely suited for this job.
The key to a good creative brief is to clearly articulate
Develop expertise and confidence by immersing yourself in the history, process, and techniques to master the skill of lettering. Take our Letter 01 course to see typography like you've never seen it before.
A logo is visual shorthand for a brand. Every company needs a logo that will help define their brand and every designer needs to have the ability to deliver one. Take our logo design course and allow Chris to share his 23+ years in the business with you as he digs into the details of each type of logo, so you can gain an in-depth understanding of this fundamental skill from research to completion.