The Logo Company Case Study
Bulldog Flooring
Introduction
Bulldog flooring is a start up Retail Company engaged in the sale of flooring products (mainly abrasives/sandpaper). Bulldog deal directly with the manufacturers of materials and sell to flooring companies and contractors (end users).
The target audience will be contractors and actual floor sanders throughout the US. This will normally be a male aged between 18 to 50. He will have some small business knowledge because he will either be a handyman type or be an actual small flooring business owner with a few guys sanding floors for or with him. They are all looking for very aggressive sandpaper products for their floor sanding machines.
The logo design is to be of a big, mean, ferocious looking bulldog with his mouth opened big showing his big nasty teeth. I want to make the bulldog (our company) replace the floor sanding machine so it looks like the bulldog is grinding down the floor with his teeth (scraping with his teeth or eating the top layer of the floor?). It can show a floor with the part he went over already in good, clean shape, and the part he hasn't gotten to yet still looks old and beat up. There could be wood flooring debris flying from his mouth? He could be salivating? They want the logo to show that the sandpaper they sell is very aggressive and takes no prisoners.
The Design Process
The first thing that happens when we receive a new business logo design order is to get all our design team together for a brain storming meeting and start shooting ideas. There are a minimum of 3 designers per project. Some clients feel that having one designer is better as “Too many cooks…” and others believe “The more the merrier”, but projects can have more or less designers depending on the client. The designers will have a meeting and each logo designer will come up with design concepts to be worked upon by the group. This is also when they may ask the client for additional information. This is the creative stage and leads to the design of unique concepts.
Initial Concepts
By day three the designers will be sending out the initial concepts of the company logo design. These designs are presented to another designer (team leader of another business logo design project) for inspection and approval. The selected logo designs are then provided to the client for viewing and they can provide any revision instructions for each of the designs.
In the email we send to the client with the initial concepts we also explain about the colors used by our design teams as we do not use RGB (Red, Green, Blue) color palette but instead the professional Pantone color palette.
The RGB color scheme is used on TV's, computer monitors and home/office printers. The Pantone color scheme is the industry standard and all professional printers use this color scheme as it has greater variety of pre-mixed colors for a consistent corporate look.
We also direct the client to available Fonts from the online library at Adobe (we stock most of the Adobe fonts). Here the client can choose a font which appeals to them.
Design Concepts
Client Feedback
Client Response
The client takes as long as they need to review the designs and think of any revisions they feel are necessary. When they are ready to move forward the client will provide us the instructions to carry out.
The client replied with the comment:
“Hi, I would like to see second logo with some revisions made. Please use the dog and floor from this one (with some minor changes shown below).
Use the company name (colors and font), and possibly the encircled room effect from the fourth design, I also like that the bottom of his mouth is penetrating / grinding the floor but I want the top of his mouth to be open like the second design so that his teeth are showing. I would even like to make his mouth opened more (exaggerate it). Teeth and saliva are important to make him look as ferocious as possible.
Make the old, untouched part of the floor darker and older looking. Make the dog more beefy / muscular and his paws bigger. Make the spikes on his collar chrome or silver.
Lastly, make him look like he is in fast motion like your logo "charging rhino's" on page 4 of your examples.
Thank you very much.”
The client decided to focus on a single design but incorporate elements from some of the other concepts we sent him. The client’s comments are passed on to the design team and they begin implementing the client’s instructions.
We aim to have the revised design/s back with the client in 3 business days.
