Logo
& Corporate Identification Design
How I develop new logos and corporate I.D. packages for clients
Round One...
The process starts with communication
and
experimentation.
Based on conversations with clients
about how
they wish to position themselves in their market,
I go to work fleshing out a broad assortment
of rough designs, clustered around the desired
image. I try to hit the whole range of tones
from serious corporate to fun and even daring.
I usually do about a dozen.
This round is fast work, like popcorn
popping,
slamming down graphic elements and moving
them into visual balance as quickly as possible
without lots of conscious editing. Letting the
images and the designs do the talking, as broad
an assortment of styles as possible so we can
find the right expression.
Round Two...
If round one hits on concepts the
client
likes, we narrow the possibilities to a couple
treatments, and I go back to work inside
that narrower framework.
Every now and then, a wild idea
comes out
during the excitement of paring down options
and trying to look at the old corporate I.D.
in new ways. I like to go with them.
In this case someone on the creative
team
got excited about a retro look and a
comic strip concept we thought might work
on the client's new website. We tried it, and
though it was fun, the concept was ultimately
eliminated as a little too far out there.
But you never know until you run
with it for
a while and look at it.
Round Three...
Fine tuning smaller details and
making
final selections.
Finished
Logo Kit...
The logo design is finalized, and
I render it in various
formats, sizes and configurations for print and web
applications. The finished files I then organize into an
easy to access logo kit and burn it to CD-ROM
disks for delivery to the client.
