I was contacted by a good friend of mine to do a logo for their new company. I was more than honored to have the opportunity to help them out with a new logo and identity package. While I go through a branding rennovation myself at the moment, I can’t help but feel like kicking myself a bit that I didn’t take the time to really set myself up with a good brand when I started. I really wanted to set them up on a good foundation for their brand as they begin the adventure of being small business owners. Their only requirement was that there be some reference to the United States Air Force, as he had just retired from service. While we were going back and forth over email I started to sketch something up. I’m not much of a hand artist, but I think a good part of the design process is to get your ideas out there on paper before you start working on the computer. Whether that is a super cool list (which are my favorite), or a quick sketch of your concept.
This was my basic idea for the Lawn King logo. After some final instructional emails I began to put some work in on the computer to find out if I could execute well on my concept.
No idea is a bad idea… I keep pretty much everything and delete nothing, the beauty of digital is that I don’t have to. Plus you never know when a piece of throw away artwork will become just what you needed later on in the process. I narrowed that down to 3 options to send
I think sending 3 options is best. You don’t want to confuse the client, and you want to lower the possibility that they might choose something you don’t like. Send 3 that you can at least live with and you won’t have your artsy soul ripped out by a client. They liked option 3 the best without the crown, but also liked 2… their only complaint was that it didn’t have any good USAF Retired references while the others did. I tried to make it work and sent back ‘something’, but it was still option 3 that they went with.
After the logo was set, I was able to take that look and feel to create a brand identity package. This document is the end-all, be-all for the brand. Any designer, printer, or web developer should be able to reference these documents and links, and produce something for them that fits in line with the brand.
With their package they also received a business card and letterhead design. I also provided them with a good real estate sign to show at sites where they are doing work.
I don’t do design blogs very often, but I thought I would let you all in on how the process works for me. Let me know what you think. Do you love it, like it, or want one of your own? If so, I can definitely arrange that for you. Have a great day!