The Logo Company Case Study

Taining Rising Dragon

Introduction

This logo design is for a new Martial Arts School based in Southern China. The Masters teach Shaolin gong fu, tai chi, qi gong, meditation and other styles of Chinese gong fu.

Although Chinese students can train at the school the main target audience is American’s and European’s. They advertise in UK and American magazines and also have a website. The target age is 18 and up for both men and women.

They had an idea for the design:
“I had in mind a Chinese dragon rapping around a yin and yang symbol, the yin and yang is actually a symbol for Tai Chi and the dragon is in the name of the school and is a symbol of Chinese gong fu”
The Design Process

The first 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.

Initial Concepts

By day three the designers will be sending out the initial concepts of the logo design. These designs are presented to another designer (the 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.
We send the following information to the client with the initial concepts:

An explanation of the colors used in the designs. As we do not use the 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.

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.

Client Feedback

Client Response

The client replied with the comment:

“Ok the 1st thing I need you to do is add the Chinese characters to the logo. The 1st four characters mean Tai Ning Rising Dragon and the 2nd four mean Martial Arts School. I was going to just get someone to add them to the logo but now I’ve seen your work I don’t want any fool to mess your good work up.
Speak to you soon”
The client decided to discard the other 4 designs and move ahead with 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.
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:
The client responded to these designs with the following comments:

“1st Below is the name in Chinese again but this time I have changed the style of writing so forget the other characters I sent and just use these ones.
2nd is the logo with 8 black dots where I would like to see the 8 characters going down either side of the English writing. It doesn’t need to be exactly on the black dots just in this area going down instead of across.
Also if you can do 1 draft with the characters going around the top of the logo if possible.
Thanks a lot, so far I'm happy with your work you have done.”
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.

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