The ideal logo needs to be aesthetically pleasing, flexible and unique. It must evoke emotion, communicate a message and engrave itself into your memory. The purpose of any trademark is to induce instant recognition of a particular product. A company’s brand-image is critical, and often will be judged by an audience in a matter of seconds. A custom professional logo and brand-image will inspire confidence and loyalty in current and prospective customers.

Research and experience are key to logo creation, and the evaluation of various options can be a complicated and extensive process; however, the stakes could not be more critical to your business. A successful brand and brand-image can help generate revenue and consumers, retain existing customers and even resolve customer service concerns. In contrast, a poor or inconsistent brand, brand-image and logo can adversely affect every aspect of your business.

When creating a logo I take the time to learn about your business, research your competition and market, and understand your mission. Every aspect of this research guides me in visual explorations. I then present many directions for discussion; this allows us to incorporate your business expertise in evaluating the direction of your brand-image. After agreeing on a direction, I produce multiple versions of the logo, and examples of brand-image elements for extensive debate. This process is considerably more involved than in many logo design shops, but I feel it is critical to establishing a logo that will accomplish your goals and stand the test of time.

Based on the logo, I then establish a color scheme, font specifications, and guidelines. These are compiled into a style guide that will serve as the definition of your brand-image. An easily reproducible set of digital files is then compiled to complement the style guide and provide resources for any individual working with your brand-image in the future.