The Logo Company Case Study

World of Sport

Introduction

World of Sports sell referee & umpire uniforms and equipment as well as equipment for football and other sports to school boards. They also sell team jerseys.

The Target audience is referees and umpires and sports officials (league presidents, school board purchasing agents).

The logo design needs to be sporty, exciting, modern and energetic. The company slogan is to be either “The Official’s Locker Room” or “We Go The Extra Yard”. The logo design is to be used to imprint on promotional products as well. It should not be too busy as it will also be used to embroidered on shirts and hats. While the main products appear to be geared towards football and football referees, they do not want a football as part of our logo. They want to be generic to all sports.
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.

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.

Client Feedback

Client Response

The client replied with the comment:
“Okay, excellent samples.

There is one that we would like to move forward with but needs modification. Please can you use design B.

Instruction 1 - the world / globe is not distinguishable - it needs to be
larger.

We have looked at some of your samples and like
P1 - Deskon
P2 - Bela
P3 - Kulana
P4- Set wave
P? Hot Point
P8 Dab Sy

hopefully this gives you and an idea of our likes.

Instruction 2 - Could we see the same logo in different colours?”

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.

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:

“From this group, the one we like is B1.

Our only concern is the clarity of the globe. Can you try to improve on the globe?  We are confident that this is the design we want with maybe just a minor tune up.

Thank you”

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, once complete the designs are sent back to the client.

Customer Testimonial

"You guys have done a terrific job. We will be using your services for any of our clients that need logos designed."

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