The Logo Company Case Study
Team Arctic
Introduction
Team Arctic is a MMA or mixed martial arts team that participates in team fight competitions. All the team members are in the US Army. They train and compete in the “Modern Army Combatives Program”. The team name is Team Arctic but individually team members are known Arctic Wolves.
The target audience for the competition fighting and cage fighting is Soldiers and fans of all ages.
The logo design needs to include a white or grey wolf in an ACU (Army Combat Uniform) from the waist up. His arms are to be crossed with gloves on each hand. The wolf needs to have a firm but respectable look, we want it to be tough enough for soldiers but cool in the eyes of kids.#
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.
The initial concepts sent for this logo design project:
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.
Design Concepts
Client Feedback
Client Response
The client replied with the comment:
“HI.
I AM VERY PLEASED WITH THE SECOND LOGO:
TOTAL OF THREE REVISIONS.
1. UNIFORM: I LIKE THE UNIFORM ALOT. I WOULD LIKE TO MAKE THE PATTERN MORE DIGITAL IF POSSIBLE AND COLORS MATCH AS CLOSE AS POSSIBLE TO THE ARMY UNIFORM (PIC ENCLOSED) I LIKE THE SHAPE AND ROLLED UP SELVES . I REALLY LIKE THE HAT. I HAVE ENCLOSED A PIC OF MY STAFF SERGEANT'S RANK WHICH IS PLACED ON THE HAT DEAD CENTER. THE RANK ON THE UNIFORM IS JUST BLACK. NO OTHER COLORS.
2. I WOULD LIKE TO TAKE THE WORDS LOCATED AT THE BOTTOM (MMA COMPETITION TEAM) OFF. I WOULD LIKE TO PLACE ON THE SIDE OF THE TRI-ANGEL WITHOUT THE BREAK RUNNING THE LENGTH OF THE LINE - (FULL CONTACT). ON THE OTHER SIDE OF THE TRI-ANGLE WITH THE BREAK PUT “COMBAT FITNESS” IN BLACK BLOCK LETTERS.
3. IS THERE ANY WAY I CAN HAVE THE WOLF WITH A SNARL SHOWING SOME TEETH? (A K9 AND OR A TOOTH).
4. I LOVE THE DOG TAG EFFECT WITH THE (TEAM ARCTIC) DO YOU THINK THE NAME SHOULD OR COULD HAVE SOMETHING TO BRING OUT THE WORD ARCTIC? SINCE WE ARE LOCATED IN ALASKA? OPEN TO ALL IDEAS.
5. I JUST CAUGHT IT. THE WORD "ARCTIC" SHOULD BE "ARCTIC" I GUESS I SHOULD USE SPELL CHECK SORRY....
6. SHOULD WE USE THE DOG TAG IDEA OR SOME THING MORE A COLD ARCTIC IDEA? LIKE FOR EXAMPLE A CHUNK OF ICE REALISTIC AS POSSIBLE REPLACING DOG TAG?”
The client decided to discard the other 3 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.
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:
The client responded to these designs with the following comments:
“THIS IS THE ONE I LIKE NOW (design b). THE UNIFORM LOOKS MORE ARMY THEN MARINES. WE ARE DEFINETLY GOING INTO THE RIGHT DIRECTION.. ALMOST THERE.
MODIFICATIONS_
1. WOULD LIKE TO PUT THE STAFF SERGEANTS RANK ON THE HAT LIKE THE OTHER ONE.
2. WOULD LIKE TO SEE WHAT IT WOULD LOOK LIKE WITH AN AMERICAN FLAG ON
THE WOLF'S ARM RIGHT ABOVE THE FOLDED SLEVE. THE FLAG WOULD BE WORN IN REVERSE, THAT WILL DISTIGUISH MORE FROM THE OTHER MILITARY BRANCHES.
3. COLLAR NEEDS FILLING IN, AND ALL AROUND RANK AFTER APPLIED.
4. PATTERN OF ACU UNIFORM. CAN IT GET A MORE DIGITAL FEEL OR WILL IT BE TO MUCH/CLUTTERED? WANT TO USE IT FOR WEB AND ENLARGE FOR BACK SIDE OF SWEAT SHIRT HODDIES. CAN WE GET CLOSER TO THE REAL COLOR OF THE ACU UNIFORM?”
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.
Customer Testimonial
“LOOKS REALLY GREAT... THANK YOU... 8-)"
