How We Work – Designing Your Logo

July 6, 2015

Written By: John Himics

Your logo is your business’ public face. It will become associated with everything that your business does, and the emotions your logo encourages will affect how people feel about your business. We make sure your logo embodies trustworthiness and a great experience for your customers.

What’s in a logo?

A logo is an image, symbol, text, or any combination thereof that represents your business. It is a tool to build your business’ identity system, and serves as the foundation of your brand. Your logo is found on nearly all representations of your business, from company memos to billboards to business cards to websites.

Why is a logo important?

A logo is important because people expect it to be important. Culturally, we know that a logo is the purest representation of a company. It distills your business’ essence down into a simple form. It’s instantly recognizable and conjures emotions. We wear logos on our clothing, we see them on billboards, and we see them on almost every website.

A well-designed logo:

  • Is the central element of your business’ brand
  • Represents the essence of your business
  • Is memorable
  • Shows credibility and trustworthiness
  • Stands out against all the other competitors in the market
  • Shows that you’ve invested time and thought into the business
  • Is effective with or without color
  • Is effective at any size

A poorly-designed logo:

  • Clashes with the business’ brand
  • Is forgettable
  • Is confusing or irritating
  • Is unrecognizable in some colors or sizes

How we work

Creating a well-designed logo is no small feat. We follow a process that assures we deliver the highest quality work. We work to design a logo that not only exemplifies your brand, but is timeless, versatile, and allows flexibility in future design endeavors.

Step 1: Every project starts with a conversation

Design doesn’t happen in a vacuum. We must truly know your business before we can create its representation. We’ll sit down with you, one on one, in person or via video chat, to discuss your business. The questions we ask might not seem to be related to your logo. For example we’ll ask:

  • What is the history of your business?
  • What are your business goals in the future?
  • Who are your clients or customers? Describe them. Are they the customers you want to have? If not, who are?
  • What is your business’ primary strength? What is your businesses largest weakness?
  • Who are your competitors?

These questions, and many more, frame our understanding of your business and prepare us for the research we’re about to do.

Step 2: Research

Once we understand your business, we must also understand the landscape your business exists and competes in. We will analyze the brands of your competitors, big and small. We will research brands in other industries that exemplify characteristics similar to your business. We will analyze design elements, typography, color palettes, and iconography.

Our goal is to understand:

  • Your business
  • Your industry
  • Your competitors
  • What has and hasn’t worked in the past
  • What is commonplace in your environment
  • What is the target audience
  • What other brands are the target audience interacting with

Your logo will be unique, while simultaneously feeling like it fits with your industry and customers. The time taken on the research phase is invaluable.

Step 3: Design

Armed with the knowledge gathered through our meeting with you and the research we’ve done, we will being the design process. This process involves working to establish the look and feel of your brand through color, imagery, and typography. Your logo will distill your brand down to a simple form that can be used across multiple mediums.

The design process begins with brainstorming. We’ll sketch out dozens of ideas, narrow down the best representations, and then refine those into vector images. These will go through several revisions and variations before the best are chosen to be presented to the client.

Step 4: Present, Review, and Revise

We will meet in person or via video chat to discuss the draft logos. We will explain the process and strengths behind each logo option. Various colors and sizes will be presented. We will ask for targeted feedback. We’ll guide you through viewing the logo as a business owner, as a stranger, and as a member of the target audience. After the meeting, any revisions necessary will be made and presented again. Once the revisions have been completed, we move on to preparing the final deliverables.

Step 5: Deliver!

Once your logo is finished you need all the files that will enable you to use it! We deliver all the common file types and sizes including:

  • EPS – A vector based file type. This is the file type that will allow others to use your logo in any application without sacrificing quality. It is essential that you obtain this file for any logo design.
  • PNG – This is a raster image type that allows transparency. This is most common online.
  • JPG – This is a raster image type that is also very common online and in print.
  • Common Sizes for Social Media
    • 180 x 180 px – Facebook Profile Picture
    • 400 x 400 px – Twitter Profile
    • 100 x 60 px – LinkedIn Profile
  • Any custom sizes needed
  • PDF containing CMYK, RGB, Pantone, and hexadecimal color information, as well as typography used

Our goal is for you to be able to instantly make your new logo available on all platforms, online, social media, print, and anything else with ease.

Congratulations, you now have a new logo!

Professionally designed to capture the spirit of your business and welcome in new customers and clients. Picture it as a smiling friend, just waiting for the opportunity to say hello.

Let's get started!

Tell us about your project or just say hi! We will get back to you within a few days to discuss how we can help you.

Shoot us an email at [email protected]