Logo design is both an art and a science.
A science, in that we always want to try to represent the essential qualities of an organization and reflect to the target audience what they want to see in the company. To this end, we always conduct research about the target segment, what the brand attributes of the company are and what tone and manner would work best for the client. The best logo designs depend on this process, and it cannot be underestimated. In fact, we will often resort to either off-the-shelf, or custom market research for this process.
Tim Kenney Marketing Review
We love our new logo. It’s far and above the design we usually see in our industry. Thanks for thinking outside of the box.
An art, in that your purchasers will always respond to good, interesting, even cool design in logos. And understanding what willresonate with your customers comes with experience, and good research into your segment, industry, business and your competition. A good logo creator or designer has to have a working understanding of your professional identity, your brand and your business sector. This comes with experience in designing business logos.
Finding that balance is what we do, every day.
A corporate identity or corporate image is the manner which a corporation, institution, company or business corporation, firm or business presents themselves to their public audiences; such as customers, possible investors as well as your employees and contractors.
The corporate identity is realized in your branding, but it can also include things like product and package design, advertising, marketing materials, even public relations. The identity isn’t just your logo, but your fonts and typography, color palettes, even the paper your communications are printed on! In addition, your corporate identity depends on the tone and manner of your design style, the “visual voice” as it were that best expresses your professional personality.
Our graphic design process
Once a custom logo has been designed it will be applied to your corporate communications. This is the collection of materials used to communicate to your customers This will likely include your business card and letterhead design, and may include other corporate communications such as invoices, reports and white papers, and signage, clothing, uniforms and transportation vehicle wraps and appliques etcetera. We even once got to design how an identity would look on an aircraft! It took 300 lbs of paint to apply. The design was very cool, even if we do say so ourselves!
We always start with a position interview. That is to say a meeting to determine your business goals and wishes as to what your new identity will express.
Next we do the necessary research, or “SWOT” analysis to determine your strengths, weaknesses, opportunities and threats, not only for your company, but your competition and customers.
Then sketching begins. This is a very iterative process, and you will be heavily involved in choices, approvals and the final design.
When approved, the final logo selection will have electronic files made for whatever software you are using for your communications, including MicroSoft Word, professional graphic design software, or web use.