Most people think the brand starts with the logo, but there is another, often overlooked, step: the name of your business, product, or service. Our client, Ashley Kern, needed a name for her service-based business. We worked with her team to name her business before Lauren began the logo design process. Next we designed a four panel, gatefold brochure as a leave-behind piece at tradeshows and presentations. Finally, we designed a responsive website that is easily updated and edited by Ashley and her team.
Step 1: Logo Concepts
We begin each logo design process with a client meeting to learn about their business, their competitors, and their industry. Next, Lauren researches the visual side of the competitive landscape before delving into the logo design. She creates a number of logo ideations and selects the strongest options to share with the Monte team. Following an internal review, the strongest candidates are arranged and numbered on a page or two to review live with the client.
Step 2: Logo Refinement
We reveal the initial logo concepts to clients in a meeting: either in-person or via screenshare for long distance clients. Clients are provided the logos as a pdf following the meeting, and often share them with friends, family, and business associates before selecting the top 1-2 logo directions for further refinement. In this situation, we developed additional logo designs around two core directions.
Step 3: Logo Color
Once the logo has been refined and finalized, it is time to apply color. We create a wide range of color options that include any specific client requests. We share these options by email, and then refine the "favorite" based on client feedback. We wrap up each logo project by saving the final logo in a range of file formats, including .ai, .eps, .pdf, .jpg, and .png, before sending them to the client for their use.
After the logo design is completed, the real fun begins!
Check out the full project to see the logo and branding applied to a brochure and website.