啤酒视觉标识设计研究

波兰设计师Lukasz Ruszel的另一项令人敬畏的品牌研究。这一次是一个独立的啤酒视觉标识，你可以看到整个过程，从目标到最终结果。midgar.goalvisual identity为一个新品牌的独立啤酒Trzech Kumpli(意思是“三个三个朋友”在波兰语)。我们已经开始了一些关于品牌象征意义的想法:三个朋友一起喝啤酒。描绘了斯维托维德——一个四头、斯拉夫的战神，丰饶富足。客户是艺术装饰风格的忠实粉丝，所以我们也需要尝试一下。第一个概念是一个简单的几何表示，三个朋友坐在桌子旁，喝着啤酒。第二种思想是指“四头神”(Svetovid)。最后一个是更激进的实验方案，灵感来源于炼金术的象征(第一个形状代表了魔法石的诞生)。在这一点上，不同的啤酒风格应该有化学元素的名称，所以我认为这可能是一个有趣的方法。由于公司名称简单明了，所以本公司的第一个提案是为了进一步的探索而选择的。我的客户正确地指出，最初的草案有点过于沉重，而啤酒的表面太暗，不适合该公司的第一个(也是最重要的)啤酒酿造。在处理这些元素的同时，我也提出了将整个logo封装起来的想法，这样就可以清楚地建议一些饮料王(希望是针对目标受众的啤酒)。在这一点上，刻字还远远不能令人满意——象形文字只是放在曲线上，而不是跟随它，而且它们也没有“打开”，以适应小尺寸的最佳可读性。对字体的修改前后的logo-cap比较。

Another awesome brand study by the Polish designer Lukasz Ruszel. This time is an indie beer visual identity where you can see all the steps of the process, from goal to final result. Enjoy!For more from Lukasz Ruszel visit behance.net/midgar.GoalCreating visual identity for a new brand of indie beer called Trzech Kumpli (meaning "three three friends" in Polish).We have started out with a few ideas for the brand's symbolism:Three buddies having a beer together.Depicting Svetovid - a four-headed, Slavic God of war, fertility and abundance.Client was a big fan of Art Deco style, so we needed to try it out as well.SketchesProposalsFirst concept is a simple geometric representation of three friends sitting at a table, having a beer.Second idea refers to Svetovid, the four-headed deity.The last one is a more radical and experimental solution, inspired by alchemical symbolism (the first shape stands for the creation of the Philosopher's Stone). At this point different beer styles were supposed to have names of chemical elements, so I thought it might be an interesting approach.DevelopmentThe first proposal has ben selected for further exploration, due to its simplicity and clear representation of the company name.My client rightly pointed out that the initial draft was a little too heavy, and the surface of the beer is too dark for the first (and most important) brew of the company's light beverage. While working on these elements, I have also come up with the idea of encapsulation the whole logo with a cap-like shape, that would clearly suggest some king of beverage (hopefully, beer for the target audience).At this point lettering was far from satisfactory - glyphs were just placed on a curve, not following it, and they were not "open" enough for optimal readability at small sizes.Comparison of the logo-cap before and after changes to the lettering:Final Result case study branding Brand identity