Each of our logo designs begins with a meeting to discuss your company, products/services, audience, greatest strengths/selling points, and vision for the future. We review benchmark brands, your likes and dislikes, and even dig into the thought behind the design of your current logo (if you have one). We ask questions and let the conversation flow naturally until we feel we "have it"—the essence of where the new brand needs to take your company moving forward.
THEN the design work begins—100% from scratch, custom logos designed specifically for your company. We don't strive for a certain number of concepts, but rather explore many different approaches before assessing them all and assembling the strongest options for your review. In most cases, 20-50 initial logo concepts make the cut (seen in the first two pages of the image).
We present these concepts to you in a meeting and explain our intentions behind each. You will express which concepts first jumped out at you, and in some cases will choose your favorite direction to refine. In other cases, we narrow down the options and send you a condensed set to share with your team and friends. Once the strongest direction has been identified, we explore design variations and refinements (page three of the image).
The logo has been refined and tweaked to perfection... now what? Color of course! In this case the client was only interested in a blue/gold color palette—but as you can see, there are still plenty of ways to incorporate color. The left page shows some of the variations (we created a couple more pages of options in addition to this) and the right side is the final color selections.
Once a logo has been finalized, it is equally important to carry the new design and color palette through the rest of your print and web media. We have acted as the "brand managers" for many of our clients, including Mason-Grey. Check out the full project to see more examples of this logo in use!