Introduction
The LogoCompany is a well established graphic design company with a long history of creating successful corporate logos. The LogoCompany prides itself on the ability to design a custom logo for any type of business from small start-ups to existing large companies. The world class portfolio highlights the design skill displaying a great variety of logo types for a broad range of businesses.
The LogoCompany firmly believes that great customer support is essential to back up the obvious design capabilities. The customer service team is made up of highly trained and experienced individuals with a wealth of graphic design knowledge to assist you every step of the way through your logo design process.
This case study will demonstrate the logo design process from start to finish for a LogoCompany client. The client in question is an expanding business : Torito Promotions.
Client Name: Torito Promotions
Final Selection
The First Step
The first stage of the process is to complete our online order form. This form is carefully constructed to extract just the right information from you to give our design team the best possible start on the way to creating your dream logo. The form invites you to offer as much instruction as you wish to the design team to aid their creative flair. You may suggest colors, fonts or styles for your logo and point us to existing logos you like in our portfolio or elsewhere.
To compliment your order form you are invited to send us any supporting files via email or even send us a sketch via fax to give our designers some extra direction.
Understanding the Client
One of the most important features of the order form is the portion that allows the client to descirbe their company and target audience. The LogoCompany believes that understanding the clients business is essential when creating their dream logo.
This is how Torito Promotions described their company:
Boxing promoter, Set up boxing events and sell tickets to events. Get sponsorships for our events and also promote all boxers signed to our team and gym.
From this description a list of keywords is formulated that should be associated with this business and therefore the logo:
Strong
Impacting
Tough
Fearless
This client seemed to have good vision of their logo. Below is some information lifted from the order form:
Font Requirements: Torito Promotions in nice size letters
Company Colors: red, white and yellow. But its up to the artist, red for sure.
Logo Should Include: Illustration
Creative Strategy: I want two mean and buff bulls runing at each other with Boxing gloves in between then.
Initial Concepts
Your completed order form and any additional material you may have sent is passed to our design Lead Creative. The Lead Creative will then assign your project to a pool of designers (we always use a pool of designers to maximize creative input) to review all the information taking into account the type of company we are designing for and suggest a creative strategy. Our vast experience in designing successful logos for such a range of businesses gives us a great advantage at this juncture.
The design team will then create a range of concepts. These concepts are then reviewed by the Lead Creative who will select the most promising designs (minimum of 3) to send to the client.
Concept 1 |
Concept 2 |
Concept 3 |
Concept 4 |
At this stage the client can really get involved in the project. Now the client has some designs to view it often gives them a clearer picture of their ideal logo.
After viewing these initial concepts the onus is then on the client to offer their feedback and suggest how to move forward with the project. The feedback from this client was as follows:
The design I picked is concept 4. This was by far the best one.
The changes i would like to make are.
1. Make the word Promotions, the same font size as Torito (bigger).
2. Change the color of the boxing gloves, so that they might stand out more
(maybe the color of the fire/flames?)
3. Make the Bulls a little bigger so that the look more proportionate to the font size or the size font a little smaller.
4. Put the fire/flames behind the font and also coming up behind the bulls completely or almost completely.
5. In your case study for Pirate Bay Coffe Co. In the final selection, the
words are on an old ribbon. Can you put Torito
Promotions on a ribbon like
that one, except make the ribbon look new and clean.
6. Last can you send me my logo with and with out the ribbon. So I can see which one I like better.
The client is now heavily involved in the design and has listed detailed suggested on how to fine tune his logo. The client has gained inspiration from a design featured on the web site. Clients are welcomed to refer to designs from the portfolio or elsewhere throughout the design process.
What Happens If The Client Doesn’t Like Any Of The Designs?
This does not happen often but it does happen. Even on this rare eventuality the initial concepts can prove to have a positive effect. They often give the client a clearer picture about the style of logo they are looking for. We ask the client to be as suggestive as they can in how to move forward with the project. At our end we add some extra designers to the pool for some fresh creative input. Armed with this new direction and focus the design team will produce a new set of concepts for the client.
First Revision Round
The design team will review and implement the clients revision requests. Below are the results of the first revision round:
Concept 4.1
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Concept 4.2
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The emphasis is now back on the client to suggest any further revisions that may be needed. This is what Torito Promotions had to offer:
I pick concept 1
1. I would like is for the word (promotions) to be the same font as the word Torito.
2. Flames to come up from behind the word promotions just like it does in the word Torito.
Second Revision Round
By this stage if the design is not already complete usually only minor revisions are needed. This round is generally just for touching up the design. Free unlimited revision rounds are offered giving the client the license to fine tune the logo to perfection.
The client was now 100% satisfied with the design saying concept 2 was perfect.
Stationery Design
Now the logo is complete the design team can turn their attention to the clients stationery design. The stationery design consists of 3 components:
Business or Visiting cards ( up to 5 )
Letterhead
Envelope
At this stage the design team will have a good feel for the clients requirements and will use this to produce 3 initial stationery concepts
The stationery design process works exactly the same way as the logo design. The client is asked for their feedback from the initial designs. The stationery designs almost always requires only minor revisions if any at all. However the free unlimited revisions policy still applies to ensure no client has to accept a design they are less than 100% satisfied with.
The client did have some minor revisions to apply:
I like concept 2
1. Make the logo bigger by half again on all the items.
2. Move the logo from right to left on the letterhead.
These minor changes were made and the and the final stationery design was produced.
Now the design work is complete the clients final pack will be prepared and delivered.
Final Pack
The final pack contains your new logo and stationery design in a variety of high resolution for web and print.
The logo will be delivered in the following formats:
Eps – This is your fully editable master file. The eps vector file can be re-sized using the correct software without any loss of quality.
Psd – Supplied with a transparent background so it is ideal for use by a professional web designer.
Jpg – Perfect for importing into Microsoft Office applications like Word, PowerPoint, Excel, Access etc.
Tif – This file is in CMYK color and is the file format requested for professional printing.
Stationery:
Ai – This is your fully editable master file. Also the file for professional spot color printing.
Ai.cmyk – This file is for professional CMYK printing.
Jpg – For home/office printing.
As well as these file types we also offer additional file formats on request to meet any specialist requirements.
It is important to note that although your logo design process has now finished our customer support has not. Our dedicated team are as available to you after the design process as they were throughout, willing to assist you in any venture you may have for your new logo.
Additional Design Services
Now you have your new business logo and stationery we offer a range of design services to compliment your new corporate identity:
Brochures
Flyers
Sales and Data sheets
Postcards
Calendars
When ordering these additional services you must remember our design team will already have a great feel for your design requirements which can produce some outstanding results.
Website Design
We offer a range of web site packages from single page brochure sites to database driven e-commerce sites. Also we design banners, buttons and headers static or flash for existing sites.
Printing Services
Now you have your completed corporate identity package you need hard copies! We offer an exclusive low cost printing service to our clients. We can print all your stationery components, brochures, postcards, flyers etc and deliver to your door anywhere in the US free of charge.
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