The Logo Company Case Study

Yellow Bird Scrapbooking

Introduction

They sell scrapbooking supplies, albums, paper etc. Scrapbooking is a craft, an art form and their store offers a more comfortable and social place to scrap as well as pick up supplies.

The target audience is mostly women (moms, grandmas) aged between 18 -45.

The logo design is to be classy feminine and modern. The company colors are dark green, coral and of course yellow. The Slogan is “It's A Cropical Paradise”.
They had an idea for the design:

“We want a tropical feel to the logo. Our "yellow bird" is a golden parrot. He is our mascot. That is the only bird we want used. We are going for something a little more sophisticated, like Tommy Bahama vs. Margarita Ville.  The Colors we picked up above are not locked in, but the yellow of course is required and we\'d like the yellow to be bright in keeping with the actual color of the bird.”
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.
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 Feedback

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:
“Concept 2 felt dark, heavy and masculine, but we liked the tagline over the circle and we liked the design nestled into the wording concept 5 overall design liked the best, simple, beautiful and elegant elements not to change: we LOVE the bird and the overall elegant feel of the design changes we'd like to see are
1: Change the branch to something more tropical, don't like the berries on the current plant
2: incorporate a coral color-something along the lines of #17773: incorporate a hibiscus
4: change font color of yellow bird to something else- no yellow lettering- suggestions: green with coral outline or coral with green outline, solid green?
5: Change yellow bird font to something a little softer, more flair for example concept 1 but want "yellow" and "Bird" to be same color even if they themselves are multi-colored
6:Tagline font is too extended
7:Change the beak color of bird to bone color we like the wolf design logo in the company portfolio page 3”
The client decided to mix and match some of the designs and see what the design team came up with. 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:
The client responded to these designs with the following comments:
“You guys have done such a good job, that it was hard to make up our minds (there are three of us involved!)  We have decided that we want to move forward with logo design 8

we would like some modifications though:

1) No background color in the oval
2) Need’s a different, more realistic looking bird-along the lines of design 5.1
3) I would like the flower to be similar in style to the bird (more realistic). More like design 6”

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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