Logo: the word made image, a brand to burn the consciousness.
The simplicity of a sound logo usually masks a complex process. One that demands a clear vision of its purpose, knowing what works and fresh creativity.
In my experience, owners of small businesses usually already have a very good idea of what suits and just need help drawing it out, or, in the case of an existing identity, upgrading it to a contemporary feel and professional specifications.
> A client's simple sketch, along with a few keywords, is often the perfect starting point…
In the development of this logo for a new UK charity it became clear that, given a suitable typographical treatment, an additional graphic device was actually superfluous to requirements.
— Created 2010.
< Sometimes, quite a nice logo may already exist…
But it needs professional tweaking to look nice and clear on screen or in print.
— Existing letterhead logo modernised in 2008 (dosesofhope.org).
> Sometimes a nice artwork already exists…
But it may be at low resolution and not 'logofied'.
Vectorising and an attractive packaging will help to make a strong identity.
— Left: Client's own sketch incorporated into new branding for startup in 2005.
— Right: Low-res client symbol served as basis for a full logo identity as part of website revamp in 2014 (bodyheartandsoul.nl).
< Sometimes only a good idea exists…
Choosing the best treatment of the idea remains a crucial task.
— "Traffic lights": simplicity with a glow is central to working with wellbeing. Created in 2013 for startup workingwithwellbeing.nl
— "Cat's Cradle": the open, human and cooperative aspects are emphasized for a northern development organisation that enables NGOs in the South. Created in 2003. Still in use at networklearning.org
> Sometimes a perfect example of what is required exists…
But it must be created in vectors and pixels, to perfection. Expertise in Illustrator and affinity with (sacred) geometry required!
— Created in 2008 for the marketing of special events in 2009.
< Sometimes the elements of a good logo exist…
But the essence needs extracting from the clutter, polished up and clearly branded.
— Left: website identity modernized in 2007 (left), updated again in 2009 with more recent image (right). In use at patriciabardi.com
— Right: a favourite email signature transformed into an identity for Truus Quax in 2014 (truusquax.nl)
> Sometimes a logo has been around for a long time…
It's definitely due for an upgrade. But by the same token, it is imbued with valuable recognition. Keeping the spirit of the original in the upgrade is vital.
— New-design colour logo created in 2004. Upgraded with animation in 2007. Upgraded with name change in 2011. Still in use at holisticyoga-shiatsu.com