There is more to developing a brand than simply creating the logo. However, logos are one of the most recognizable facets of any business’s brand. They are the central, visual element that helps customers discover, share and remember a company’s brand.


The 5 Principles of Effective Logo Design are: (1) Simple (2) Memorable (3) Timeless (4) Versatile (5) Appropriate. It takes 7 steps to effectively achieve this.


  1. Discovery. Every good design project starts with a brief or some form of an informative conversation between the designer and the company. This is the opportunity for the designer to ask the necessary questions to better understand the values, purpose and direction of the business. And it’s an opportunity for the business to express its goals, visions, personality and future expectations of its brand.


  1. Research. Regardless of how well versed a designer is in a particular industry or with a particular client, every experience is unique and a vast amount of research and understanding is needed before any design can commence.


  1. Development. Every design team takes a different approach to the creative development stage. Some sketch using pencil and paper and some move directly to the computer to play with ideas. This early development stage is mainly about getting the creative juices flowing.


  1. Reflection. After brainstorming and outlining a few concepts, reflection is needed to ensure that the ideas mirror the direction established in the early meetings and brief creation.


  1. Presentation. The first round presentation of logo design concepts to the client includes explaining the rationale for design decisions, colour palette, typographical considerations, inspirational images and design elements. A mood board is a common tool used to display the concepts (we love them here at Studio Downey!) as it assists in visually demonstrating the story behind each concept. Clients love this approach because, even though this stage is conceptual, they can ‘see’ logo implementation and how the identity would look on business cards or on a website home page.


  1. Refinement. Although the mood board presentation provides excitement, no logo is ever approved on the first round. Feedback from the client is implemented and usually one or two of the concepts are chosen to move forward for additional rounds of improvement and refinement.


  1. Delivery. Once a client decides on the final logo that will be their brand identifier, it is delivered and implemented into their marketing materials. At Studio Downey, we also provide our clients with a basic brand guideline and logo files in all formats for various future needs.


When Studio Downey creates a logo, we are also building so much more. We develop partnerships with all our clients to integrate their logo across all of their platforms and extend the life of their brand.

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