Recently, I had the opportunity to give a presentation on brand identity. Since this information is helpful to business owners, big and small, I wanted to share my process here. The following is a case study on the logo design I created for one of our PRO-Networking members, Tony Sanchez of Sanchez Insurance Agency.
Creative Brief – The first step for any design work is to consult with the client. Clients usually have some idea of what they’re looking for or the qualities they want to convey. In Tony’s case, I was familiar with his insurance business, and during our brief, he requested that I incorporate his love of cycling into the logo.
Research – After the creative brief, I researched the colors and current trends in the insurance and cycling industries. I wanted the logo to represent Tony and his business – friendly, professional, and trustworthy.
Color & Fonts – Based on my research, the colors below make up the color palette I chose for Tony’s project. The fonts I selected are indicated in the top right corner.
From there, I created several thumbnail sketches, and from those, I selected three.
Proofs – Working with the color palette, fonts, and sketches, I created the following three digital proofs/mock-up logos.
I checked for clarity and distinction so the logo reads well on everything from business cards to large banners. I presented the (3) designs to Tony, and he selected the one he liked the best.
Refining – Once Tony made his selection, I refined the logo. I allow clients to make three rounds of revisions to make minor changes and clarify the design. I made the revisions and created the design Tony wanted.
Tony received both print and digital versions of the file. I include PMS, CYMK colors, and fonts. These files will work for print or digital mediums.
And with that, branding began.
I created a new website for Tony’s Insurance Agency based on his new logo. The site’s fonts, colors, look, and feel work together to create a cohesive image that reflects Tony’s business and love of cycling.
If you have any questions or would like to schedule a free 30 minute consultation, please click on the link here.
Remember – when hiring a designer to create your company identity, take it very seriously because presentation is everything.
