About this image:

 

The most essential element of my design is color. I feel that bright colors are important to this design to make it eye-catching and memorable. I also used form, employing a gradient to give the Earth a rounded look. Principles used include contrast, by juxtaposing the neutral colored banner against the brightly colored globe; and unity, as I feel that the pieces of the design are well-balanced and appear unified.

 

I believe that my design creatively and effectively represents the purpose of the brewery without becoming overly complicated. As Charleston is an old city, I made the “Charleston Brewery” banner parchment colored with a script style font to represent the history behind the brewery. The brightly colored Earth and modern style script around the earth is meant to represent how the brewery has modernized and expanded its services. If this was a real company my logo was representing, I would edit my 1 inch logo into a simpler design with less verbiage to improve readability. I would likely remove the banner, and keep only the globe with “Charleston Brewery” written in large text around the circle.

 

I feel that my design appeals to my intended audience by being colorful and eye-catching. Many individuals associate drinking beer with having fun (such as during cookouts, social gatherings, sporting events, etc.) so it was important that the logo be brightly colored and exciting. I feel that the logo looks professional, yet still appears playful and modern.

 

I used a gradient in the blue of the globe to create a sense of depth in that shape, to avoid it appearing flat and lifeless. I also feel that by making the banner rounded instead of flat futher adds to the circular appearance of the overall design.