Fresh Fruit for Rotting Vegetables

To understand what a logo is meant to do, we first must know what a logo is. A logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colours, fonts, and images usually are different from others in a similar market. Logos are also used to identify organisations and other non-commercial entities.

Fresh Fruit is a new brand of laptop and messenger bags.  These concepts were designed, in part, for use in a presentation of the brand to Apple, Inc in an effort to carry the product assortment in their retail stores.

All great logos should work in black only, without the need for colour. This is a point that’s missed on so many logos I see nowadays.

A&H Logo Design

 

A&H Design Group is an international design firm with offices in New York City and Hong Kong, and it was my role to create their identity package, including a logo, business card and letterhead design. At the time of writing, their website is undergoing a re-design, following the identity launch.

Brief company background

A&H specialise in strategic brand development and design, packaging, and cost effective printing and fulfillment.

The logo must portray the following business attributes:

• Professional
• Modern
• Trustworthy
• Efficient
• Solid

A number of initial design options were presented.

My client favoured the second option (above), which shows the letters A&H next to a stylized target or focus symbol.  A number of layouts and colours were experimented with before the design was finalized.

 
Also supplied was artwork for the business card (front and back).

Working through a number of business card layouts, the following design was selected as the most appropriate. Adam Greenfield, the global director, and the others at Hilcon preferred a simple card, with a hit of UV coating on the darker side, as opposed to flat colour.

Logo Design Process

What follows is a brief rundown of what a client can expect when working with me on a logo design. It’s often of benefit for prospective clients to have an overview of my methods before deciding to work with me, and here, I’ve split the logo design process into a number of sections, giving you a look at how clients and I work together.

The design brief

This is of great importance. A solid logo design brief ensures that no time is wasted, and that you receive targeted logo options as soon as possible. The logo brief also helps me focus my attention on the areas that best serve your business, making you much happier with the final result.

Research and brainstorming

I take the information you’ve given me, and begin the second stage. What do I take into consideration? Your competition, trends in the market, what sets you apart, your history, your future, your current brand, and the one you aspire to.

Sketching

Many people don’t realise the importance of sketching when you want to achieve a great logo design. I talk quite frequently about the importance of sketching where logo design is concerned. This method is also used throughout many other design projects, including web design.

Prototype design

I normally create two logo design variations, based upon the researched ideas. Many design companies offer four, five or more different options, but this is something I would only consider in very special circumstances. Such circumstances might include where the final idea for the logo has already been focused upon in your design brief, and you want to see a number of slight variations / tweaks.

Send and review

You’ll receive a PDF file, normally showing two fairly polished logo options (depending on your requirements). Each will include a short reasoning behind why I know they’ll work for your business.

Finishing touches / revisions

Following your review, I’ll then either finalise the logo design that’s on the table or make any revisions you’ve outlined. My main aim is to create a corporate identity that works for you, works for your business, and works for many years to come.

File creation and supply

Once the logo has been finalised, I create your artwork and send via email.

Primarily, I provide vector artwork. Vector files (mainly used for printed projects) can be scaled to any size without losing quality, unlike a raster file (mainly used online), which becomes pixelated when enlarged.

I will supply you with a selection of file types, for use in both print work, and online. If you have any specific file sizes needed e.g. 200 pixels in width for use on your website, that’s no problem at all. I can also provide a reversed option, for use on black / dark backgrounds. File types I’m happy to provide include:

• .eps
• .ai
• .jpg
• .gif
• .png
• .psd
• .tif

If you have any special requirements, just let me know and I’ll do all I can to accommodate you.

Business Card Design for Rockin’ Rooster Clothing Co.

 

When it came time to design a new logo for Rockin’ Rooster Clothing Co., I had a unique insight into the identity of the company as I was the lead designer on the line.  An upscale, trendy line of kids clothes, borrowing heavily from rock n’ roll lifestyle iconography and colors.  The process of making the business card went a little something like this…

I wanted a modern looking business card, something that would immediately stand-out in a Rolodex and immediately drive home the musical slant of the clothing line.

As with all logo design projects, I can’t underestimate the fundamental necessity of the sketchpad process. Sketching is an excellent way to free ideas that simply can’t flow when you’re sitting at a computer, and I’ve shown a small sample above.  It doesn’t matter how professional, or artistic the sketches appear. What’s important is how the sketching process allows for ideas to flow faster than they do on computer.

A nice touch is that the die-cut allows for the cards to be carried or displayed in an old cassette tape case.

Here’s a nice business card Flickr set of cool business card designs that I like to reference.