I'm working with two friends on the logo design, Jared from Brew Camp, my new favorite homebrew store here in Chicago, and Scott who probably has a website, but I don't know what the hell it is. For me, the logo design has kinda been on the back burner. I've been stretched so many ways lately that I've placed its priority down the list. I can't help but wonder how many breweries-in-planning out there already have their logos and packaging designed, but haven't taken the time to find out how much a glycol chiller costs. Probably a lot. I'm taking care of the big stuff first. Well, the big stuff is almost taken care of. I need a logo, I need a color palette to bling out this website, and I want an Oompa Loompa now! With my trip to San Diego for the Craft Beer Conference fast approaching, I'd like to have some nice looking business cards to hand out so that it at least appears that I know what I'm doing. So where are we? Well, we are actually getting somewhere. I met with Jared and Scott on Monday, April 2nd to begin the process in earnest. The single biggest problem with the whole process is....me. I don't really know what I want. I know what I like, I think I have a good sense of aesthetics – despite being from Indiana – and I know what I don't like, but the amount of direction I've been able to give is minimal. To make up for that, Jared and Scott have been able to slowly peel away the onion and get us moving in a direction I like thus far. Today I received an email from Scott with some very cool ideas and the three of us were able to make some decisions on direction via email. That's a great feeling.
Now, a few days ago, I had the idea to ask my children, Gavin (8) and Declan (5) if they could come up with a design for me. I thought that perhaps their unbridled childish imaginations could beget some creativity in me. The first thing Declan said was, "Can it be Star Wars?". Guess what his obsession is. Gavin, on the other hand, thought about it for about a minute, grabbed a piece of paper and a pencil, and he was off. The thumbnail image on the left is a link to the full size image. I like several of the things he came up with including the viking (what instills "panic" more than a drunken viking raid?) and the way he spanned the "i" to cover both "Panic" and "Brewing". I suggested he turn the "i" into an exclamation point, and he loved that idea.
I don't know if anything will come from his drawing, but we'll leave it up here just in case. It would be fun to see the genesis of the final design. More importantly, I think a bigger lesson here is: you just never know where an idea is going to come from, so don't dismiss anything too hastily – it may cause you to lose out on a drunken viking raid, and that would be a loss for everyone...except the village being raided of course.