A large part of the Great Lakes Brewing Co. core values are to be leaders in the communities they are part of through hands-on involvement. The company wide philanthropy/volunteer program, previously known as “Month of Service” needed it’s own logo for awareness and brand recognition beyond it’s small scale efforts. This evolution lead to the creation of “Brewing Good” and I was tasked with creating it’s branding. The logo took inspiration from, water and earth while merging with the hop cone frequently used in GLBC branding.
The color palette used was meant relate to nature and the main font used is a printed version of the GLBC brand font (Brandon Grotesque). It was meant to stand on it’s own as a gritty, hands on feel, but also be a part of the GLBC brand.