Re–Brand

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Craft Brewers Conference

What is CBC?

The Craft Brewers Conference (CBC) is the number one environment in North America for concentrated, affordable brewing education and idea sharing to improve brewery quality and performance. Attendees can choose from fourteen educational tracks led by the top minds in the beer and business worlds. Anyone is welcome to register for this event to learn more about brewing and bring back ideas to their business.

Problem

The Craft Brewers Conference needs a fun and exciting new identity that gets its name out there! CBC’s current logo might be considered bland and does not evoke the excitement or passion that the conference wishes to convey. The current color choices are good and can be adapted to an updated design to create consistency. While the existing logo attempts to incorporate an image of a beer brewing vat, it may be too abstract for most people to make the connection.

Execution

The overall goal was to create a logo that is fun and exciting for its audience. Beer crafters are interesting, unique people and this logo should be representative of these characteristics. I wanted to create an interplay of typography after observing a number of other craft brew marketing materials. The icon needed to incorporate a more recognizable shape or image associated with this industry such as a bottle cap or an actual beer glass. It also appears that CBC does not provide any merchandise and, for such a large event, they would greatly benefit by creating items that would help to promote the brand and the event.

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Process Work

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