Every job begins with a brief questionnaire asking some relevant questions. The job heads in the right direction from the very beginning.
Next, we conduct research on the client's industry and its history, During this step, we also begin to analyze competitors' logos, color palettes, and typefaces, taking note of styles trending in the client's field.
This step is all about brainstorming. We usually start of with a word-diagram tree based off the questionnaire and creative briefs generated from the research round. We then get to work on rough sketches to tease out a few concepts. In this case, we wanted to explore two. A ticket shape with a notch/punch in it, a nod to the old school deli counter. The other concept explored the idea of an ornate tooth pick used to hold a sandwich together.
At this stage, we finally bring all of our rough sketches to the computer. Our first round usually shows an extensive range of directions including an exploration of one possible color choice. In this case, the client was leaning towards the color Delft blue or similar.
The client was sold on the notched ticket idea right away. They preferred the double-outline font in concept "B" but wanted to see it used with the single outline ticket shape of concept "A." Additionally, they wanted to see what the logo would look like in a horizontal format. A good point, since the final logo needs to have a vertical and horizontal lockup. Lastly, they also wanted us to also explore concept "I" a bit further.
All the client's requests have been executed. We also introduced a vibrant orange color for consideration.
The client is happy with "A" and "B" and "C." Concept "C" just needs a little tweaking still. We are now in the home stretch!
Final logo suites are delivered in appropriate formats. Usually, we provide an EPS along with a rasterized version for Web usage. EPS logos include Process, RGB, and Spot color versions. Rasterized logos include GIF, JPG, PNG, PSD and TIF.
This is usually when we crack open a beer and celebrate. Cheers!