Saturday, February 18, 2017

How the BC Beer Council Logo Was Chosen

This is the record of a decision taken in 2014, kept where people can find it because the mark on the site has not always looked the way it does now. The domain came first, and the logo came second. We worked through three prototype styles, put them to a vote, chose one and then revised it, and all four of those drawings are below.

The Three Prototypes

Option One

A black circular emblem containing an interlocking B and C inside a double ring, with BRITISH COLUMBIA in small spaced capitals above BEER COUNCIL in larger black capitals, on a white background

Option Two

A dark green shaded circle containing a white monogram of a B and a C overlapping each other, with BEER in grey capitals and COUNCIL in spaced grey capitals beneath it, on a white background

Option Three

The letters BCBC set large in a copper to red gradient, with BRITISH COLUMBIA BEER COUNCIL in black condensed capitals underneath, on a white background

The vote came out an even split between the first and the second. Option one offered simplicity, no gradient and a flat treatment, which made it easy to place onto promotional material without fussing over the background. Option two had more of a fun and professional feel, and the placement of the green worked well, but the B and the C were crammed together far enough that people reading it for the first time took them as DC. That single problem decided the revision.

The Revision

A dark green shaded circle containing a white monogram of a B and a C drawn apart from each other rather than overlapping, with the small label Revision 1.1 above the circle and BEER in grey capitals and COUNCIL in spaced grey capitals beneath, on a white background

We kept the second direction and fixed the thing that made it hard to read by pulling the two letters apart. That revised mark is the one the council has used since, and the earlier drawings survive on promotional samples from the first year. If you have ever wondered why four versions of the logo are floating around, this is why: three were never chosen, and the fourth is the one on the header.