Logo Case Study of The Penny Farthing

Case Study: The Penny Farthing

Introduction

The Penny Farthing is a traditional British pub selling beer & food.

They are food led outlet but sell ale too. The target audience is 30+ adult only (not to appeal to kids).

The logo design is to have a traditional British “ye-olde” kind of look with warm colors. We would like to use a penny farthing bike. The font is to be a stylish script. Logo should covey traditional food & Ale is sold here.

Client Name: The Penny Farthing

Final Selection

The Design Process

The first thing to happen when we receive a new logo order is we get all of our design team together for a brain storming session to discuss ideas. This is where the designers will come up with lots of different ideas using the information provided on the order form. Once a team of designers for the project has been assigned, the designers begin creating their concepts. There are a minimum of 3 designers per project but the number can vary as some clients feel that having one designer is best and others believe “2 heads are better than one”. This is also the point when the designers may ask the client for additional information, which can be an image or even a sketch or doodle. This is the creative stage and leads to the creation of unique concepts.

Initially the client’s project had been called “Canons” but due to legal reasons the name had to be changed. The client had received a set of initial concepts for “Canons”, which are below:

Canon Concept 1	Canon Concept 2
Canon Concept 3	Canon Concept 4

The client provided the following information:

Sorry for the delay but for legal reasons we have had to change our name. We have to scrap the previous idea's and start again, although the brief is a bit simpler this time round.

Our new name is 'The Penny Farthing'

We would like to use a penny farthing bike (same warm colours and overall style as your last designs) and our name above it in a stylish script font. Can you keep the same colors and style as concept 1.

Thank you for bearing with us in this one and I hope we can put this to bed this time.”
The case study picks up from the first set of designs incorporating “The Penny Farthing”.

Initial Concepts: The Penny Farthing

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.

Concept 1A

Concept 1B

The client responded to these designs with the following comments:

“Hi,

Using design B (Shadow under cycle)

1) Can we lose the straw man and just have the cycle

2) Have a slightly bigger banner that doesn't look so cramped (but in proportion to the Cycle)

3) Place the banner under the Cycle”

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.

1st 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:

Concept 1B.1	Concept 1B.2
Concept 1B.3	Concept 1B.4

The client responded to these designs with the following comments:

“Hi,

We would like to continue with the first design but can you:

make put “The” on top
Mate the “penny farthing” text larger

Once that’s done, we should be good to go”

2nd 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:

Concept 1B.4	Concept 1B.5
Concept 1B.6

The client responded to these designs with the following comments:

“Hi again,

Thank you for the design changes, we are over the moon with the second design... but for one last small change can you make the first letter of PENNY and FARTHING bigger but still all capitals, just to help each word to stand out.”

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:

Concept 1B.7

Concept 1B.8

The client responded to these designs with the following comments:

“Hi,

We are very happy to go with the second design”

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	Initial Stationary Concept D

We aim to have the revised design/s back with the client in 3 business days.

1st Stationary Design 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:

Concept A1

The client responded with the following information:

“This design is great, thanks for all your patience and an excellent service.

Many Thanks”

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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Introduction

The Training Mat is a martial arts school for men women and children of all ages. They use a system called “White Tiger Kenpo”.

The logo design is to be 4 color (red, black, white and gold) and to incorporate the “bamboo” script. They would like a shield design with a border wide enough to hold “The Training Mat” on top, “White Tiger Kenpo” on the left and “Western Combat Arts” on the right. In the middle of the shield they would like a tigers head in white with a black border. The border needs to have a brush stroke look. The interior of the shield (where the tigers head is) should be red and the outside border of the shield should black with the writing done in gold bamboo script. In the upper left hand corner of the interior of the shield (the red area) would like an "O" done in black bamboo script. In the upper right a "H" and at the bottom a "M".

Client Name: The Training Mat

Final Selection

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.

Initial Concept 1	Initial Concept 2
Initial Concept 3	Initial Concept 4
Initial Concept 5

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.

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:

“Use the tiger and color format from (white tiger with red interior background, black exterior background with gold lettering on the border) Design 2, with the lettering and structure from
Design 4. Put a red line/trim around the exterior border of the emblem.
Reverse the lettering on "White tiger kenpo" so the word "white" starts at the top instead of at the bottom.
Reverse the lettering on "Western combat arts" so the word "western" starts at the bottom instead of at the top.
In the upper left corner of interior red field place an "O" using black lettering.
In the upper right corner of the interior red field place an "H" using black lettering.
At the bottom of the interior red field place an "M" using black lettering”

The client decided to focus on a single design. 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.

1st Set of Revisions

These are the designs which the design team prepared for the client to view and from here the client will decide which design’s they would like move forward with:

Concept 2a

The client responded to these designs with the following comments:

“We would like "The Training Mat" positioned inside of black border along with other writing. Straighten sides of shield design so the top does not curve inward.

Position of tiger head is too low, might be due to the placement of the lettering inside of red field. I am open to any suggestions as far as place of the letters "O" "H" "M". Possibly remove the stars at the bottom and replace them, three sections (have the bottom of the sections larger than the top and possibly in a white) and position the "O" "H" "M" inside the sections. If this does not look good from a graphic designer's perspective I am interested in any suggestions.”

Once again the design is 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.

2nd 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:

Concept 2a.1

Concept 2a.2

The client responded to these designs with the following comments:

“The sides of the emblem appear to bow in. This might be an optical illusion. I can't tell, but it doesn't look right. Maybe adjust the sides or let the sides curve outward slightly to compensate for this. Get rid of the double swoop at the top of the emblem and replace it with either horizontal lines or lines that bow upward slightly. Straighten out "The Training Mat" so it is not distorted and make it big enough so it extends across the entire top of the emblem.

Enlarge the tiger's head so it fills more of the red field. Reposition the "O" within the black border to the upper left under the "The" from "The Training Mat". Section off the part of the border where the "O" is and make the background color of that section gold with the lettering black. Position the "H" within the black border to the upper right under the "Mat" from "The Training Mat". Section off the part of the border where the "H" is and make the background color of that section gold with the lettering black. Do not move the "M" but position it within a pie-shaped or diamond-shaped box similar to the other two boxes.

Make the "O" "H" "M" all the same size. Positioning the "O" "H" "M" within the emblem so it does not interfere with the rest of the lettering is giving me trouble. Any suggestions on your part would be appreciated.

The centre of the tigers face looks washed out. Is there a way of adding a line or two to define the tiger’s nose without affecting its style? Other than this I think the emblem is about what we want.”

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:

Concept 2a.3

The client responded to these designs with the following comments:

“Lets go forward with this design.”

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

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

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 information:
“On the stationary;
Move emblem into upper left corner.
Reduce the emblem to one color.
To the right of the emblem have a horizontal line with the words "The Training Mat" above the line and the words "Martial Arts School" below the line.
Have the words "The Training Mat" much larger than the words below the line.

On the business card;
Move emblem to the upper left corner of card.
To the right of the emblem have a red horizontal line with the words "The Training Mat" above the line and the words "Martial Arts School" below the line.  Have the words "The Training Mat" much larger than the words below the line. In the centre of card the words

Specializing in Quality Personalized Instruction

For

Men  Women  Children

Spaced evenly apart at the bottom of the card are three names;
"Mr. O'Dell" to the left.
"Mr. Houston" in the middle.
"Mr. Marez" to the right.”

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.

1st Stationary Design 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:

Stationary Concept A1

The client responded with the following information:

“Everything you've sent us looks good”

Final Pack

	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)

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