A lot goes into the design of a logo. At least half of my time is applied to the project prior to touching the computer. It starts with working with the client to develop the design brief, answering the strategic questions, defining the visual parameters, analyzing the competition and doing any necessary research to better understand the problem I’ve been hired to solve. After that, it goes the pencil and paper. After a lot of good and bad ideas are generated, I’ll move to the computer and start refining various solutions.
Lately, I’ve begun to notice that new clients are unsure as to how the process works when we start designing a logo. How long does it take? How many designs will I see? Who should I show it to? These questions have different answers, depending on the project. I decided to post these past logo projects showing all the rounds of creative to demonstrate that it’s a little different each and every time.
Spin City Cycling
Spin City Cycling is a logo I did a long time ago, but I like to show it because A: It’s one of my favorites and B: It’s a great example of an idea catching on from the early rounds that was raw in execution, but we all liked what we saw in it. After more refinement, it showed itself to be the most unique(and best) solution.
A Touch of Therapy
A Touch of Therapy is a great example of “nailing it” in the first round. Just add color.
Helios
Helios is also an example of a Round 1 Design making it to the end, but we still went though various other iterations. Sometimes clients aren’t confident in their initial choices. That’s OK. Time is built in for exploration and variation.
University Policy Office
The University Policy Office at The University of Texas at Austin is my latest logo design. This project is a good example of using the multiple rounds of creative to combine two different metaphors. A: The circle as a symbol for the policy life cycle and B: A compass as a symbol for how the office helps departments navigate policy issues.
