advanced ideas

evolution of a logo

We've have been designing logos for almost a decade. Over the years, we've learned that the process of designing a logo is gradual and requires patience. Almost every time we begin to design a logo, we have the same terrifying question: "how am I going to make one logo say everything the client needs to say?" But, as we begin to work, the result is always the same. You don't need to say everything about yourself in your logo. In fact, if you simplify a logo down to the very core of who you are, you've created the best possible brand representation.

Here is how we approach brand design at ALG. It's a simple process that takes time and patience. And, we just thought you'd like to see it in stages.

Stage 1: Discovery

We meet with the client to discuss the brand identity. We ask questions about the identity of the client that help us establish visuals early on that we can use to drive creativity. We gather this information and return to the client with a basic direction. The example we're showing here is J&J Recording Studio. This client wanted a logo that would represent them in a new way. However, they didn't want to seem vague or just cutting edge for the sake of it. They wanted to look professional and trustworthy.

Stage 2: Initial Sketches

We begin with some initial sketches to drive creativity. Many designers will simply start working on the computer and begin creating illustrations. We prefer to get the bad ideas out of the way first by sketching them out. That way, we find out what works and what doesn't work as quickly as possible.

Stage 3: Experimentation

Once we have a general idea of where we want to go creatively, we throw caution to the wind and we get super creative. This is an enjoyable stage in the process as it helps us shake it up. But, it also often gives us the golden nuggets that often end up in the final logos we present to the client.

Stage 4: Consolidation

When we have about 100 bad ideas, we typically have enough to find 3 to 5 really good ideas. That is when we consolidate our ideas into the logos that we will present to the client. This is where we clean up lines, spacing, and structure.

Stage 5: changes

Many times, clients will simply say, "I like version B. Let's proceed." But, most of the time, there are changes. We expect that. So, stage 5 is about collaboration with the client to make the necessary tweaks or combinations of elements to the logo ideas. Usually, a couple of rounds of changes are all that's needed.

Stage 6: Final version

Once a logo is approved, we check the final version for any issues. We clean up any elements that might cause issues during print or on screen. Then, we create variations of the logo for different uses. Finally, we provide the client with the files including JPG, GIF, PDF, and EPS.

By: Brian Jardine,
Creative Director, ALG