LOGOS

My logo and visual identity design process is the most complex out of the work shown in my portfolio. A lot of this has to do with the fact that the logo is the symbol for an entire brand - whether the organization is large or small. To ensure the image is representing the organization accurately, the process requires research, time, and some experimentation.

My logo design process starts with an exploratory phase talking with the client to understand their goals both immediate and long-term, who their target market is, and understanding their industry and competition. After getting information first-hand from the client, I conduct my own research to find out more about the topic.

Once I have gathered all of the necessary information, I move on to the thumbnailing stage, usually using a pocket sketchbook. Working traditionally allows me to get my ideas down quickly without the feeling the need to refine them right away. A lot of different ideas are sketched at this point as I don’t count any idea being too stupid or inappropriate.

To ensure that I have a good quantity of ideas, I will spend a few days during this brainstorming phase. This is also a reason why I use a pocket sketchbook, as I can have it with me at all times and sketch an idea as soon as it comes to mind no matter where I am.

After I’m finished with the thumbnailing phase, it’s time to create larger, more refined sketches of a select handful of the thumbnails. This allows me to explore each idea in more detail. Finally, once a design has been chosen, I will create a final vector version of the logo.

To go along with the new design, I create a style guide to instruct the client on how to build a consistent and cohesive visual identity using the new logo.

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