“All Hands U” is the Boston Beer Company's' Human Resources department initiative to instill a strong workforce for The Boston Beer Company. The department was looking for a new edge to the existing company identity and wanted the initiative to have a stronger presence amongst the other company initiatives.

 

I took lead on the direction and the design of this logo that will be used for print, web, and apparel collateral Keeping the heritage of the brand while adding a established team presence in the logo was the main influence. This pitch was successful and is now the official logo at the Boston Beer Company.