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The Logo Design Process: Brown Mechanical Contractors

On the surface, logos can seem deceptively simple, but these little icons actually have a big job. A logo must effectively communicate what a business is all about. A good logo should attract the right audience and convey the correct services/products, not to mention the accurate tone of the business it represents. That is why it is important that the right people are hired for the job.

As outlined in the logo design process of top graphic designers, professional logo designers have an actual design process that involves research, sketching, conceptualizing, and reflection.  All of these steps are necessary to ensure that a logo is doing its job, and this is why they do not charge $5.00.  Below, we will be discussing the design process of professional designers and how it applies to the logo creation for one of Lionhead Agency’s most recent clients, an HVAC company called Brown Mechanical Contractors.

 


1. The Design Brief:

Once the necessary information has been gathered from the client, designers conduct research focused on the industry itself, on its history, and on its competitors. To make sure we understood our client, we studied existing HVAC websites to get an idea of what the competitors were doing with their branding.

2.Research:

Once the necessary information has been gathered from the client, designers conduct research focused on the industry itself, on its history, and on its competitors. To make sure we understood our client, we studied existing HVAC websites to get an idea of what the competitors were doing with their branding.

3.​ ​​Reference:​

During this step, designers conduct research into logo designs that have been successful and current styles and trends that are related to the design brief. At this time, a style guide and mood board were created. The style guide compiled colors, fonts, and icons we had learned from our research were the most effective in representing the HVAC industry. The mood board consisted of photos that gave us a visual reference of the people we were designing for, including photos of the equipment mechanical contractors work with and an idea of the target audience.

4.​ Sketching & Conceptualising:

Now that we had our research and the design brief to guide us, it was time to put our creativity to good use in order to design the right logo for our client.  Based on the information we had already gathered about the client and their industry, our graphic design team started compiling a collection of rough sketches and concepts that might work for the final logo.

5.​ Reflection:​

Another important step is the inclusion of breaks throughout the design process. This allows a designer’s ideas to mature and gives them time to receive feedback. As logo concepts for BMC were submitted for review, our Creative Director would guide us on what concepts were working and which ones were not in order to narrow our focus towards the most effective design for the client. One specific requirement for this particular logo was the need for flexibility in case our client decided to expand their services in the future.

6. Presentation:​

Once a collection of logo concepts have been created, the team must choose whether to present only a select few logos to the client or a whole collection. In this case, we ended up selecting one logo that we felt served the client best. Upon approval, we used the colors we had gathered during step 3 to update the logo with colors specific to the industry.

Professional designers understand the science behind logo design, and that is why we follow this general process in order to create the best logo possible. Some of the most important steps behind effective logo design take place behind the scenes, but without that initial research and preparation, clients could very well end up with a logo that doesn’t serve their needs. When deciding to have a logo created for your company, make sure your logo receives the care and attention it deserves.

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