Preparing for a New Logo Part 2: The Process

Earlier this month we created a checklist you can use when you’re embarking on the exciting process of rebranding and re-doing your logo! Check it out here.

Now, we’re going to talk about the actual process of creation so you and your team know what to expect.

Making a Logo Step 2: The Process

Part 1 of this series covered what you need to do in order to prepare for the process of creating or updating a logo. While the creative team will take it from there, it’s good to know what to expect so you can help manage you and your team’s expectations (and deadlines!).

Our Designers, Project Manager, and Creative Director weighed in on what the process looks like on the design side.

• Research.
  • We take the information you’ve given us and expand upon it even further, creating a wider cache of reference materials and potential inspiration. This includes the creation of mood boards and the gathering of other materials that will aid us in our process.
• Inspiration
  • As creatives, we need to be fueled by inspiration to help us create our exceptional quality of work. While we always pay attention to fresh designs and trends, it’s essential to dive deeper into inspiration. We’re also inspired by you which is why it’s critical that you share your thoughts as openly and in as much detail as possible during our discovery phase with you and your team.
• Sketching it out
  • We get back to basics and start by conceptualizing on paper first! It’s the best way to get out a lot of ideas quickly so we have a solid starting point when illustrating digitally.
  • Remember that our logos are bespoke: We don’t come to the table with a template or any preconceived notions of what elements we want to use!
• Creating several options
  • We almost never create only one logo option. Logos can include around 3 concepts (sometimes more) and each of those concepts probably took 10 other concepts to get to that one concept.
• Revisions
  • It’s completely normal to go through a couple of rounds of revisions to polish and improve initial concepts.
  • Keep in mind that revisions take time, as well, so same-day turnarounds on logo revisions aren’t something to expect.
• Preparing a Presentation
  • Even when the logo concepts are completed, it is crucial to create a presentation that is clean, easily understandable, and shows each logo concept in all its glory.
  • When you have narrowed your choices down and you and your team are nearing a final decision we also might show how the logo looks out in the wild by creating mockups to help the logo come to life by showing how it will look on things like business cards, mugs, hats, t-shirts, etc.
• Finalization
  • Even after picking a final logo there is still work to do: we have to clean up and finalize the logo and save it out in several different formats, beautifully organize the files, create style guide, perfectly package it all up and deliver it to you.

This process is not something that should be taken lightly. The success of this depends on collaboration and information. While our designers are excellent at what they do, you know your business the best.

But wait: There’s more!

We have just a couple more tips to share to ensure that your logo project is cause for celebration:

• Trust your designer
  • Rebranding a logo means creating a partnership between our designers and you as a business owner. Knowing it’s a two-way street is important. We are here to give feedback and suggestions on what we think works and doesn’t work. We want to see your business succeed and look damn good while doing it!
• A new logo does not change your life overnight
  • Your logo is just one part of your overall branding. Also, other promotional marketing tools should be utilized to draw more attention to your updated look.
  • Use your internal brand ambassadors to help push out your new look and amplify excitement across multiple platforms.

Remember that we’re here to help. We want your business to grow and succeed!