Logo verwarring?

Vorig jaar schreef ik op https://biervat.blogspot.com/2022/02/gebrouwen-door-vrouwen-het-boek.html al over de brouwerij Gebrouwen door Vrouwen.

Gebrouwen door Vrouwen is ontstaan als hobby van twee Amsterdamse zussen, Tessel en Do de Heij. We begonnen in 2013 met bier brouwen, gewoon thuis in een pan van 35 liter. Met vallen en opstaan hebben we ons het brouwproces eigen gemaakt. Nu weten we precies hoe we een fris, zoetig en smaakvol bier kunnen maken. Thuis en in onze loods experimenteren we samen met ons dream team verder door om steeds weer nieuwe bieren te creëren. De beste bieren worden in grote hoeveelheden gebrouwen zodat iedereen ervan kan meegenieten! "Wij hebben één doel, lekker bier maken en lol hebben tijdens het brouwen en opdrinken!" (https://www.gebrouwendoorvrouwen.nl/over-ons)

2013 De start van de Hobby We kochten voor 200 euro aan brouwspullen bij de Brouwmarkt in Almere en brouwden ons eerste biertje, gewoon thuis in de keuken. In een pan van 30 liter. Met vallen en opstaan leerden we de ins en outs van het brouwproces. (https://www.gebrouwendoorvrouwen.nl/over-ons/tijdlijn)

Het logo is twee driehoeken, maar wat schetste mijn verbazing:

Azvex Brewery and Taproom Unit 16 King Edward St, Gibraltar Row, Liverpool L3 7HJ, United Kingdom (https://www.azvexbrewing.com/taproom/)

So where to start? Why I am setting up another brewery is a good place… In 2015 I founded Neon Raptor Brewing Company with the intent of making the best beer I could possibly make and organically grow the business into something special. Due to the COVID-19 situation, for the first time in a very long time, I have been able to take a step back from the non-stop work required to run and manage a brewery and really think about things. I realised that the way Neon Raptor was structured and the business relationship with my business partners wasn’t working for me. I needed to change things to enable me to achieve my goals. After some soul searching, research and planning I decided that the best way forward, for me, was to set up a new brand and brewhouse to give me the platform I need to make achieving my goals possible. I have since sold off my stake in Neon Raptor. Azvex now has my full-time commitment. ... I have been working on this new project for a couple of months now and have spent all of that time planning how to do things the way I feel is correct. I am very happy with my plan and what I have in store for everyone and have absolutely no doubt that this time I will do everything better. During the process of setting up this new project I will be able to make use of the million and one lessons I have learnt from my first time around, which truly is invaluable. There is a long list of things that I plan to implement at the new brewery, some of which are new things to me, others are improvements on what I have done before. It is all very exciting! Azvex Brewing Co. will give me the ability to grow and improve my capability across all disciplines of running a brewery and business, which in turn, will help me create the best beer and experience for you all to enjoy. On my last project I never documented the brewery setup but thought I should do that this time. When someone (myself included) considers starting up a brewery they have a lot of questions: How much does this cost? What permissions do I need to get? How long will this take? Can I buy that later? etc. As I have been through this before I have a much better idea of what to expect so I will document the steps I take on this blog which will hopefully help someone else further down the line. The name, Azvex Brewing Co. It is a made-up name; it isn’t the name of a thing or place. It doesn’t exist, or at least it didn’t until now. There are several reasons I wanted this (I am already using the lessons learnt from last time!): No IP infringement issues – Last time I chose a name I got bombarded with cease and desist letters, which is sadly very common in this industry. I didn’t think the name was similar enough to cause any confusion between brands, nor did the IP lawyer I consulted. However, the companies sending these letters were huge businesses with a lot of money and legal support so there was no way I could afford to fight it off. I ended up having to rebrand coming at a cost which I hadn’t budget for as well as a delay to the project that I really didn’t need. That won’t happen this time. Tip: For anyone also choosing a name, trademark your name straight away so that you have some protection and can avoid a dispute later down the line when it is much more expensive to rebrand. Although it was a massive pain for me, it was early on and it was a lot less work than if it was a number of years in. Online searchability – When searching for Azvex you will find it. All too many businesses have a common word or phrase in their name making it a nightmare to find the correct thing you want. How many times have you googled something and ended up clicking on the wrong thing? I didn’t want that issue. Unique association – Azvex currently isn’t linked to anything so it will become associated with beer/brewing. Words that are already in existence and not specific to beer have a primary association to something else, not the brand using the word. This creates a tough job to make a strong brand association. It can certainly be done, e.g. Apple, but much harder. Simplicity – A one-word name is easier to remember, read and write. (https://www.azvexbrewing.com/blog/welcome-to-azvex-brewing-company/)

Ze brouwen o.a.: Abyssal Plains – 6.2% IPA, Chocolate Orange Imperial Stout 12%, Zombie Squirrel – 5.4% Hazelnut & Coffee Porter. Dat is wel wat anders dan een Gin Weizen, Misty Mango of Tricky Tripel.