The creative process for logos starts just as it does for everything. Sketching out ideas.

The client had a new product line that needed its own name and logo. After learning about the product and the things that make it important, and taking in the client’s ideas, I started sketching.

and doodling

and sketching some more.

The best ideas are cleaned up and presented. This is the point when one (sometimes two) ideas are selected for further development.

A logotype will then need further research in creating the font. A study of typefaces that are similar to the style that is sketched jump-starts the process.

The font is then created from the drawing and reference typefaces in Illustrator. Great care is taken to ensure the anatomy of the letters maintains legibility.

The fonts that are created are then shown to the stakeholders for final review. Any adjustments are made at this time.

The graphics are adjusted as needed after the font has been finalized. The original graphic presented was too light-weight when placed next to the font. Adjustments were made to make it more substantial.

After the font and graphics have been completed, it is important to do a print study before finalizing the assets. Starting at half an inch in width, the graphic is sized incrementally on a single page and printed at 100%. This will show how well the logo will stand up at the smallest size in a single color.

The logo is then created with the color(s) designated by the brand/stakeholder. In this case it was a single color used for the lighting category used by the client. After the color and black versions are complete, the files are finalized and created in the sizes needed.