What is naming & tagline?

Discussing the project

The first stage of logo creation is a conversation. We obtain information about the company or brand whose logo we will create. It is important that we get to know the type of business as well as possible.

During the online workshop we try to work out the framework of the brand philosophy: why it exists, what is its operating vision, what is its identity. Who are the ideal audiences and what should they pay attention to? We help to define the strategy and goals. We determine what emotions a brand should be associated with and how it should be remembered by the recipients. Creating a logo requires constant cooperation with the client.

Market analysis and research

Having the source information on the brand and its customers, in the next stage we objectively examine the market environment in which it operates. We analyse the image of the competition, trends and graphic habits of customers in a given market segment. We work out the directions in which the stylistics of the project should go, so that it is properly positioned in the mind of the viewer.

At this stage we determine whether the logo will be minimalistic, complex, modern, traditional, technical or rustic. We will design a logo for any industry. We take into account both the client’s expectations and their business strategy as well as the requirements of the market environment. The accepted assumptions are the starting point for graphic design.

Sketching

Logo design begins with a sketch. We develop initial ideas, outlines and concepts. We discuss them in a team and choose the best. Only the best and most fitting concepts are developed. Ultimately we want to create one mark – the best of the best.

The sketching stage is a creative brainstorming. The aim is to find objectively the best concepts that best meet the requirements for a new logo. As a result, the creativity of several graphic designers is combined around a common goal – the success of the brand.

Conceptualisation

The best graphic designs, logo sketches are further developed and created in electronic form. At the same time, they are given a professional form, based on lines or a grid. Ideal designs are based on timeless principles: symmetry, simplicity, golden ratio or Gestalt principles.

It is thanks to them that even a completely new brand can appear well-known. At this stage we choose the right typography – a way of writing the name that harmonizes with the logo. We focus on the form itself, not yet on the colours, which are adjusted in the next stage.

Development of visualisations

The best logo designs are presented to the client in the form of a clear document with visualizations of the logo usage. We present the logo itself on a white background, as well as prepare a series of visualizations, which allow you to see and imagine how the logo will function in the real world.

Along with the presentation there is a short note with a few details about the brand philosophy presented in the given logo version. At this stage we usually focus on the form, excluding colours.

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Discussing the proposal

At this point, it is necessary to have a meeting or an online workshop to discuss the prepared proposals. During the discussion, we determine the favourite, discuss the strengths and weaknesses of each proposal.

We determine if we need to refine the logo to better reflect the brand. We set further actions and deadlines. Upon client’s request we can conduct detailed marketing research supporting the choice of the best proposal.

Refining the final design

We fine-tune and polish the details of the selected logo to achieve the perfect effect and to make the client happy. Usually at this stage we choose the colours of the logo and give it the final look. The design is presented for final approval by the client.

Thanks to a carefully planned process of logo design: from marketing analysis and preparation of brand communication strategy to the joint conceptual work of the whole graphic team – the final effect is not only graphically refined, but also meets all the criteria of creating a valuable brand image.

Final set of files

After creating the final version of the logo, we prepare a set of files in several variants: basic version in colour, shades of grey and mono (each with a light and dark background). Each variant is prepared and delivered in various vector formats, ideal for print (eps, pdf) and raster formats, best for online use (jpg, png). As a graphic studio, we transfer the copyright to the design. You can start using it in practice.

Once we have finished work on the logo, we can start creating the Brand Book or the Logo Book. They are a development of brand identity assumptions into a coherent visual identity system. You can use designed logo on company letterhead, product packaging, websites, business cards, leaflets, banners, in company catalogues and other forms of advertising.