ILA JAGANNATH

While working at The Boston Beer Company, I worked on a project to design a logo for their Learning and Development team. Going into the project, they did not have any specific requests other than that the logo somehow signifies learning and development, and utilizes the Boston Beer shade of blue. They also requested for the logo to depict their 70/20/10 training model.

Going into this design, I knew that I wanted to utilize some sort of beer related imagery, so I chose to illustrate hops. When I think about learning and development, ideation is the first word that comes to mind. The lightbulb is a universally known symbol for ideation, so I chose to design my logo within the constraints of an illustrated lightbulb.

the team really enjoyed the idea behind my initial draft, but wanted to see more cleanly illustrated images, and asked me to incorporate the letters L and D into the logo with some sort of & symbol. They also asked to make the 70/20/10 learning model more obvious. 

For my second draft, they really loved my new and improved hops illustration as well as the way I used the spiral of the lightbulb to create an & symbol. They were also particularly fond of how I used the size of the hops and the opacity in my second version to depict their learning model. Although many members of the team were very happy with my second draft, there was pushback from a few due to the company having "too much hops imagery" so they asked for me to use imagery of effervescence instead.

For my final logo, I complied with their request to use effervescence instead of hops, but I still feel as though the hops made more sense visually.