DESIGNING BEERS
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Formulating your own recipes:
Sooner or later, you will grow tired of making beer from other peoples recipes, and will want to create your own
When making your own recipe, you need to determine, what kind of beer you want to make, and what methods you want to use.
The kind of beer you are going to make will have the biggest influence on your recipe.
The things you need to decide include:

How much alcohol will my beer have?

What color will it be?
Will it be sweet or dry?
How bitter will it be?
How malty will it be?
Will I be duplicating a popular style?

Alcohol content

In a typical five gallon batch, one pound of fermentable sugar is about equal to 1% alcohol by volume.  A typical homebrew is about 5 to 6 percent alcohol.  Each pound malt syrup adds less than one pound of fermentable sugar, because water, and unfermentable sugars and flavors are also present.  Dry malt is more concentrated, lacking water, but still has unfermentabe chemicals.  These chemicals are important to the success, and flavor of your beer, but do not add to the alcohol content.  for this reason, a typical 5-6% beer will require 6 1/2 to 8 pounds of malt syrup, or somewhat less (6-7 lbs.) dry malt.  Adding more malt produces a more alcoholic beer, until the beer becomes so alcohol rich that it kills the yeast.  The point at which the yeast dies varies from strain to strain, for this reason someone looking to brew a strong beer must also concider the strain of yeast that they are using. 
Color

The color of your beer is mainly determined by the malt used.  The simplest method is to use malt extract in the color you want your beer to be, amber extract for an amber beer, dark extract for a dark beer.  Some brewers, myself included, prefer to start with light extract, and then add flavor grains to give their beer its color and flavor.  

Sweet vs. Dry

There are two main factors that determine the level of sweetness percieved in your beer.

The yeast you use.  Different strains of yeast are more effieient at turning sugar into alcohol than others.  A more efficient strain will result in a drier beer than one that is less efficient.

The balance of malt to hops.  Malt adds a sweet character to your beer, while hops add a bitter flavor that tends to counteract the sweetness of the malt.  the more malt you use, the more HBUs of hop bitterness you need to maintain balance.  Darker beers also tend to require more hops than lighter beers.

Bitterness

Hops are the primary source of bitterness in beer.  the higher the number of  HBUs a hop strain has, the more bitterness one ounce of those hops will contribute to your beer.  The amount of time that the hops are boiled will also affect the amount of bitterness your beer has. In a typical 5 gallon batch of average strength, 10 HBUs of hops boiled for one hour will yield a beer of typical bitterness. 
In addition to hops, some dark grains such as roasted barley, and black patent malt can also add a grainy bitterness to your beer.   

Remember, it is not only the amount of hops, or dark grains that contribute to percieved bitterness, but their balance with the sweet malts used that determines the final level of bitterness.

Maltiness
As mentioned above, it is the balance of hops to malt that contributes the flavor to beer, however the use of  flavor grains will improve the malt character of your beer greatly.
Duplicating popular styles

If you are setting out to duplicate a popular style of beer, you should try to match the ingreedients you use to those that are used in the original.  For example German malt should be used when making a German style beer, and Northern Brewer hops should be used when making a steam beer.  You may also want to adjust the water you are using to try to replicate the water in the area the beer you want to duplicate is from, for example using Burton water salts when making an English Bitter.