Logo Design and Brand Identity
Allow us to design you a memorable mark that you can be proud of. Your trademark is the identity of your company, a fingerprint so to speak. Our goal is to make sure this mark represents the core values of your brand and the overall message you want to relay to your target audience. Not only do we design your mark we also group together fonts and color schemes that enhance your brand and develop a strong level of consistency.
STEP 01 : The Design Brief
The first step in the creative portion of the logo design process is called the design brief. This is when the designer discusses the project at length with the client. Understanding the company’s goals for the logo is critical. The designer should gather as much information from the client as possible. It is important to learn where the logo will be used, on what scale and in what capacity. A logo that will be used on a billboard might contain more detail than a logo that will be used on letterhead and business cards. The designer should also learn about the company’s target audience. The logo should reflect and attract the correct demographic. It is also important for the designer to learn whether the company has already established a visual aesthetic. If there is an existing color scheme or style established, it is crucial to find out whether the client would like to incorporate those characteristics into the new logo. In some circumstances, a new logo might be a chance to start fresh and create a brand new visual identity, whereas in other circumstances it might be important to the client that some sort of consistency is maintained.
STEP 02 : RESEARCH
Once a sufficient amount of general information has been gathered, the designer must delve deeper into the research stage. Often clients cannot verbalize exactly what they envision for the logo, so it is the designer’s duty to coax pertinent information from the client. Asking relevant, strategic questions should help the client pass on any applicable information. Successful logos can allude to any number of things; for example, some logos subtly refer to the company’s geographic location. Establishing potential themes will benefit the designer, providing more material to use when brainstorming and sketching later in the process. Themes can be literal at this point; the art is in converting them to non-literal representations later on.
In addition to speaking directly with the client, the designer often does some cursory market research on the company and its competitors. A client’s opinion of their own company only tells half the story; any good designer should also look them up (online and offline) to get a sense of the target customer’s vision of the company. Examining similar companies’ identity systems may lend insight into the effectiveness of various logo styles. Researching current trends in the industry can also be wise.
Step 3 : Brainstorming and Conceptualization
Identifying keywords related to the company and its product or service is a common practice at this point in the creative process. These words will be used to inspire possible visual representations of the company. Once ideas begin flowing onto the page in text form, visual symbols and shapes will begin to take form also. Now it is time to begin conceptualizing the themes and text established earlier during the brainstorming phase. Sketching these ideas on paper is an essential step that encourages the designer to slow down and examine all possible angles and directions.
Step 4 : Draft Production
Once sufficient time has been spent on research and sketching, the draft production process begins. Digital implementation is usually executed using Adobe Illustrator, a vector based drawing program. At this point, the most successful ideas developed during the sketching phase will be recreated on the computer. They will begin to come to life with the addition of color and detail, and they will be tweaked until they accurately represent the client’s wishes. Some logos rely solely on words or text, called “wordmarks,” while for others text is just one piece of the puzzle. Regardless, it is important to note here that choosing the typeface will set the tone for the whole logo. Testing each logo option with a number of different fonts will ultimately lead to a more effective final product.
Step 5 : Review
At this point, our designers will step away from the project for a brief time. This break acts as a time of reflection, giving the designer a chance to return to the project with a fresh perspective. This may also be a good opportunity to gather feedback from unbiased outside parties. Designing a logo can be a very involved process; so gaining insight from an extra pair of eyes (or two) is highly beneficial. After returning to the logo designs, the most effective iterations must be chosen and assembled for presentation.
Step 6 : Client Feedback
Now that a number of options have been created, the most effective choices are presented to the client for consideration. Sometimes the logo options may be delivered contextually, to help the client envision how they will look on a piece of collateral. Usually a written description of the project will accompany the logo options. At this point, the client should consider the ideas and respond with notes. The designer then takes the client feedback into consideration, and makes changes accordingly. The improved logo is again presented to the client. Next is the point of approval. Typically the client will approve of the final draft or suggest revisions. we offer 2 revisions at this point of the design process. After the second round of revisions, any other revisions requested will include an additional fee.