I recently designed a logo for an upcoming organization called Brew New Hampshire. The goals were simple: design a logo that was about beer at all levels. The organization covers brewers, distributors, bars, and anyone else involved in the process of brewing beer. It could not be specific to a certain type of beer or style of bottle, or anything. Also, elements of weathered typed and aged look were requested.
Ultimately we decided to do two logos: one that was more like a brand that you might see on a barrel (complete with barrel) and and one that was more illustrative and included a very iconic shape from New Hampshire, the Old Man from the road signs. He figures into both of the logos to add an element that is distinctly New Hampshire.