We begin each logo process with an in-depth conversation (or two) about the client and their competitive landscape. Then Lauren digs in deep—researching the industry and the competitors—before beginning to design the logo concepts. She weeds out the weakest designs before sharing the concepts with Matt and Ashley. Together they choose the final set to reveal to the client in a live or screenshare meeting. We ask clients to consider not only the designs they like, but to put themselves in their customer's shoes and select a brand approach that connects with their target audience.
Once the client has selected a logo approach, it is time to refine design and consider it from all angles. We ask clients how and where the logo will be used, and then use this information to make sure the proportions work well in each scenario. For example, if your logo will be most visible as a sign on a storefront, you may want the overall shape of the logo to be a long, thin rectangle. Alternatively, if your brand will be most visible on social media, it would be most beneficial to design your brand to maximize the space within the square used for profile photos.