Logo Case Study of Khaotic Kustoms

Case Study: Khaotic Customs

Final Selection

Client Profile

Khaotic Kustoms specialize in automotive, motorcycle, and watercraft customization & restoration. They carry out custom paint and fabrication jobs. They use Graphics, flames, custom airbrushing techniques to produce creative, innovative, and very professional designs.

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.

The initial concepts sent for this logo design project:

Initial Concept A	Initial Concept B
Initial Concept C	Initial Concept D
Initial Concept E	Initial Concept F

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.

Clients 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:

Hello,

I appreciate the variety of different design concepts you sent. I know that it says I need to pick one to move forward with, however I really don't see any of these concepts being able to represent the image I wish to portray of my company. I am not sure how we should move forward from here. I can say that I do like the font used on the first concept. Did you get the picture of the design I worked on that I sent to you? Please get back to me as soon as you can on how we should move forward. Thanks for your time.

The client sent in a sketch which they had created to provide the design team with a better idea of what they were looking for. 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.

Clients 2nd Revisions:

Once the design team have created the new concepts these are passed to the head designer for quality checks and if necessary returned to the designer to redo. The design team will not send out a design if they are not satisfied with the quality of the image.

These are the next set of concepts which were sent out to the client:

Initial Concept G	Initial Concept H
Initial Concept I	Initial Concept J
Initial Concept K	Initial Concept L
Initial Concept M	Initial Concept N
Initial Concept O

The client can take as long as need to consider each of the designs and provide feedback. We have hints on how to provide Feedback and instructions.

Clients Response to 2nd Revisions:

The client provided the following feedback:

Now we are getting somewhere. I like what has been done with the first and second concepts that you have sent to me. The K's are a little disproportioned in the first one and the circle looks a little too big for the rest of the design. Also the flames on the bottom of the K's are a little too clip art’ish and don't really look like they belong. It’s not setting off a custom look ya’ know. I’m also wondering if you could put a border of a different color around the K's so that if we use this design on a black T-shirt it would work. Remember I just sent my drawing as a guide to what I was thinking of, you definitely don't have to stick to that. I like the first two so if we could revise the first one the way I have asked and incorporate a little from the second one we will be a step closer. Let me know what ya think here. I guess I really didn't know what to expect when I did this so please tell me what is possible and what is not. I definitely appreciate all of your hard work.
Please know though that my company needs to portray a custom and innovative image and we just haven't gat there yet. I look forward to hearing from you with your recommendations’ and thoughts.

Once again the designs are passed back to our design team who implement the client’s request. The length of the design process depends entirely upon the number of revision rounds requested by the client. Each revision round can take up to 3 days for the designs to be sent back to the client.

3rd Set of Revisions:

This is the design which the design team prepared for the client to view and from here the client will decide if they would like more revisions or if they would like to have the design finalized:

Initial Concept G1	Initial Concept G2
Initial Concept G3	Initial Concept H1
Initial Concept H2

The client responded to these designs with the following comments:

I have a few changes I would like your design team to attempt. I will number them as it says in the suggestions on your site. First I would like to say that we are getting closer. I want to use the first second and third revisions and go from there. Here is one of the file names.

Concept G2

List of revisions:

First the K on the left hand side looks different at the top then the one on the right. They are not proportionate.
I like the shadow affect that you used on some of the other revisions. Maybe try and incorporate that a little.
The circle around the K's looks too big. Maybe increase the K size or decrease the circle size.
Try one without the circle completely. Make the sun in the middle a little bigger. Even change the design of the sun up a little if ya want. Write the Company name either above or below the whole logo or both.
Not sure if you have different designs for flames. The designs for the flames are alright, but I wouldn't mind seeing what else you have if any.
I like the color schemes you have chosen but wouldn't mind seeing what else you could come up with. Especially like how you incorporate the gray’s to make some of it look metal. I don't know if you could create like a chrome look, but if ya could I would like to see that used some how.

I know this is a lot. Please bear with me. I want to make sure we get this right. Thank you for your hard work and patience

4th Set Of Revisions:

These are the designs which the design team prepared for the client to view and from here the client will decide if they would like more revisions or if they would like to have the design finalized.

Initial Concept G2A	Initial Concept G2B
Initial Concept G2C	Initial Concept G2D
Initial Concept G2E	Initial Concept G2F

The client responded to these designs with the following comment:

I think we got a winner here. I just want to see some different color schemes with it and the shadow effect behind the logo.

Initial Concept G2D

This is the one I want to move forward with. Please give me some more revisions with different colors & shading effects and also the shadow effect. Try and see if you can make the sun stand out a little more. The colors of the K's and the sun are so similar that the sun seems to blend in to the K's to much.

The client’s comments are passed on to the design team and they begin implementing the client’s instructions.

5th Set Of Revisions:

These are the designs which the design team prepared for the client to view and from here the client will decide if they would like more revisions.

Initial Concept G2D1	Initial Concept G2D2
Initial Concept G2D3	Initial Concept G2D4

The client replied with the following comments:

One more set and we will have it I think. I like the second revision the best but want to see a few minor adjustments. Here is the link to the revision I want worked.

Initial Concept G2D2

Try incorporating more color into the sun. Try that dark red or a dark purple in the tips.
Try reversing the word Khaotic so that it is spelled backward from the middle of the logo out.
I noticed the color in the big K's was not consistent near the bottom. See about fixing that.

6th Set Of Revisions:

These are the designs which the design team prepared for the client to view and from here the client will decide if they would like more revisions.

Concept G2D2A

Concept G2D2B

The client replied with the following comments:

Two changes;

Can you put a darker and bolder outline around the sun? Make it the same size as the outline that’s around the big k's.
Use black between the purple and gray on the big K's as part of the fade. Without the black there we lose the chrome look at the top. We will have to shorten the use of the rest of the colors in the k's to be able to use the black but thats ok, however I still would like to maintain the use of all colors in the K's even if the use is subtle. I know this is kind of hard to explain. The colors should stop there fade about 1/4 of the way up the K's where it will fade into the black and then fade into the gray. The top 1/2 or 1/4 of the K's should be where the gray turns into the white. I hope this makes sense. If it helps, just make a few different ones by shortening and lengthening the fade inside the K's.

Everything else looks great!! The color in the flames at the bottom of the K's is perfect. Thank you again for your time and patience.

The client’s comments are passed on to the design team and they begin implementing the client’s instructions.

7th Set Of Revisions:

These are the designs which the design team prepared for the client to view and from here the client will decide if they would like more revisions.

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Concept G2D2A1	Concept G2D2A2
Concept G2D2A3	Concept G2D2A4

The client responded to these designs with the following comment:

Thats it this is the one. We are done.

Concept G2D2A1

Great job!! Thanks for everyone’s patience and hard work. What’s the next step now?

After receiving the green light from the client the design team would normally begin to prepare the final pack for the client but as this is a logo and Stationary project, the design team begin preparing the initial stationary concepts.

Initial Stationary Concepts

This can take up to 3 business days but the designs are generally sent out much quicker as the style, color scheme and other design elements have already been determined during the logo design process.
If the client requires the logo pack, we can send these out but for the logo ad stationary packages we send all the files out in the final pack so as to provide easy access for the client when they require them in the future.

Here are the initial stationary concepts:

Initial Stationary Concept A	Initial Stationary Concept B
Initial Stationary Concept C

As with the logo design 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 responded with the following instructions:

Possible Tag line;
Old school technique, New age innovation.

Let me know what you think about the tag line. I am up for suggestions.

I like the subdued look of the logo that you used on this set. However I am unsure about the color design in the corners. Please use the subdued look and add some of your other ideas are new ideas to another few sets with the updated contact info.

Initial Stationary Concept B

Once again the designs are passed back to our design team who implement the client’s request. The length of the design process depends entirely upon the number of revision rounds requested by the client. Each revision round can take up to 3 days for the designs to be sent back to the client.

Ist Stationary Design Revisions:

Our design team having implemented the client’s requests provided the following design:

Initial Stationary Concept B1	Initial Stationary Concept B2
Initial Stationary Concept B3	Initial Stationary Concept B4

The client responded with the following information:

This is the concept I want to go with for sure. It looks great. Before we finalize it I would like to try some different color schemes for the corners. Maybe try some reds, yellows or purples.

Initial Stationary Concept B2

Thank you so much for your time and help with all of this.

2nd Stationary Design Revisions:

These are the next set of concepts which were sent out to the client:

Initial Stationary Concept B2A	Initial Stationary Concept B2B
Initial Stationary Concept B2C

The client responded with the following comment:

I want to give the green light for the concept below, but I have one small change. I want the lettering except for my name to be in black. Leave the name the color it is and change the other lettering to black and we are done. I don't need to see the concept of this unless it is standard procedure for you. Let me know. Thank you this looks great.

Initial Stationary Concept B2C

Final Pack:

We normally get the final pack out to the client in a day or so. The final files are sent to the client as a .zip file.

The final pack sent to the client, includes the following file types and formats;

	1 x High res Tif for professional printing
	1 x JPG in gray scale for trademark registration purposes
	3 x JPG in RGB in 3 sizes (Normal, medium and small) for home/office printing or web use
	1 x transparent PSD for professional web design use
	1 x vector based .eps file (This is this fully editable master file) for professional printing and design work
	The letterhead is provided in JPG (RGB Color for home/office printing) and AI (CMYK Color for professional printing).
	The Business Card is provided in JPG (RGB Color-home/office printing) and AI (CMYK Color-professional printing)
	The Envelope is provided in Size 10 as a JPG (RGB Color-home/office printing) and AI (CMYK Color-professional printing)

We can also create specific file types for clients if requested and if possible.

At this stage we introduce our client to the wide variety of services available to our customers. These services include (and are not limited to) stationary design, web design, flyers, brochures, postcards and we can even design data sheets and web banners.
We create our designs using Adobe Illustrator the industry standard. If a client would like to edit the logo themselves they would require this software. We are always on hand though to make changes later if required for a small fee.

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