From the original sketches, some CAD variations were devised with Marcus's feedback in mind. Bold typography was explored, with negative space also being a key influence.
concept one: castle
Following the original sketches, a coat of arms style logo was developed in which includes that of a castle, embedding welsh culture and the brewery's location into the design. A serif was originally employed in order to embed cultural heritage, although this did not express the contemporary edge in which the brewers outlined. 
A stronger sans serif was implemented in which did seem to give a contemporary edge, although its thick nature created an imbalance in the logos weight.
To explore an organic nature, rough hand-drawn type was explored. This did not express a contemporary edge and thus it was discontinued.
Further type exploration was undergone, with another serif typeface being explored. This typeface appeared weak in comparison to the line width of the logo and thus other variations may be explored.
In conjunction to the previous design, the typeface was altered to capitals, this improving the logos balance.
Type arrangements were explored in order to showcase balance within the logos, hierarchy also became a key factor of consideration.
concept two: typography
For the second concept, a range of typographical approaches were explored, all in which promote the brewerys name as the key focal point. A range of strong, contemporary typefaces were used in order to comply with the brewer's original instructions.
Feedback from the brewers
After showing Marcus (one of the brewers) my designs, he suggested that he much prefered the first concept, as it 'truly embeds welsh heritage whilst promoting a contemporary brewery'. He also suggested that the one tone element means that the logo can be easily presented in a range of colours. One criticism in which he did have was that he was not fond of the typeface and that I should further explore with type.
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