Logo Identity - more than just knowing which buttons to press!

In my previous post, I showed you the logo identity project we have recently completed for Sheffield SEO company iM3 (www.im3.co.uk).

Simple, clean, impactful and timeless. But what's involved in producing an effective logo identity? I mean, surely you just find a font and colour you like and type out the letters....

Good design is a considered process. There is the initial consultation, the understanding of the client's business and market, the research into the client's market and competitors. Next comes brainstorming and sketching.

 You saw in my previous post the four ideas we put to iM3 but preceding this, Oliver, our designer worked through a variety of ideas and approaches, all on paper:

Once Oliver has chosen the ideas he wants to develop, he'll then create these graphically and explore the different options. Below you can see the exploration involved in creating the final chosen logo (click on the image to enlarge). 

Each option has had typographical adjustments to the font style. Each and every logo we produce is tailored to the client. We never just pick a font and type it out since this does not fulfil the overall balance and look of the logo nor does it create a unique identity. As you can see here, Oliver has made subtle adjustments which pull the typeface together into the final chosen identity.

Finally, colour is added. A good logo identity should work in its purest form - monotone. Colour is the personality of the brand. Colour creates a feeling and emotion and draws the eye of the buyer but the identity should be strong enough to stand up on it's own without colour.

We'll only present the client with 3-4 different ideas that we believe are the best. If we were to present whole sheets of ideas, it would be overwhelming to the client and make it hard for the client to focus on a choice. However, you can see here the amount of development that goes on behind the scenes to reach the final logo identity!

Here's what Oliver had to say about his work on iM3:

"To enforce the honest, confident approach of im3, a strong bold slab serif was sourced. The final logotype is edited so that the 'i' and 'm' feel connected without being physically joined.

The removal of certain serifs allows the kerning (space between the letters) to be tightened, reducing unwanted empty space and providing balance, while lengthening the outer serifs makes the type even bolder and increases prominence.

A geometric san serif typeface was selected for the tag-line to compliment the hard edges of the logotype. The typography and colour palette create a modern logotype which represents the individual personality of im3."

Neil Palmer of iM3 said:

"Really happy with our new brand identity and logo set, the designs reflect exactly what we wanted and needed. Very tangible service, quick and efficient. Looking forward to creating more designs for our websites."

Investing in a professional logo identity and brand is essential for winning business, especially in today's highly competitive environment.

Is your identity and brand winning you business or losing it? It's worth some consideration.