Our mission is to construct a comprehensive visual system that distinctively represents your company, with the logo serving as the cornerstone. Our process primarily involves crafting the logo, which requires the following qualities:

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• Monochromatic Initial Drafts
  ‍We start by designing the logo in black and white. This helps us uncover potential structural issues that might otherwise be masked by color. This ensures the logo functions optimally in any imaginable context.

• Uniqueness
  ‍Through a deep dive into your company’s universe, we identify what sets your narrative apart and transpose these unique elements into distinct shapes. Sameness is not an option.

• Visibility and Scalability
  ‍Your logo must be recognizable, irrespective of size. Can it be distinctly seen as a 16x16 pixels favicon on a browser? Is it equally impressive on a large mural in your office? The logo should maintain its clarity across various applications.

• Versatile and Applicable on All Mediums
  ‍Your logo will need to adapt to diverse surfaces, from smooth paper to textured cardboard, t-shirts, or even stencil. Irrespective of the medium, your logo must effectively convey its message.‍

• Memorable
  ‍We design logos using simple contours that easily embed in your customer’s mind. Ideally, your logo should be so simple and distinct that a child could replicate it with a marker.‍

• Timeless
  ‍Good logos are resilient. They remain relevant and withstand trends and time.

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Our process begins with sketching and exploring different shapes and typefaces, primarily utilizing illustrator, a whiteboard, or tracing paper.

Color Palette

During the moodboard and mark exploration, we curate an array of colors, palettes, and options. We delve into a discussion about various possibilities. Although color does not necessarily dictate brand direction, it sets the mood and tone.

Our team identifies a primary color, a secondary accent color, and a tertiary background or ambient color. The primary color direction is quickly established and subtly tweaked as the logo takes shape.

Typography

Typography is the bedrock of any brand. A consistent and unique typeface is the most straightforward and effective method to narrate your brand's story. While your logo serves as an identifier present in a limited number of brand interactions, typography permeates all documentation and hence is a potent brand multiplier.

The Grand Unison

The final stage involves amalgamating potential logo designs with their corresponding brand colors and typography to produce tangible deliverables. Your brand thrives in context, whether it be business cards exchanged with acquaintances, websites packed with valuable content, PDF whitepapers, or envelopes bearing your logo. To understand their role, we examine the brand's implementation on diverse media and materials under different contexts.

Week 1 Schedule

Monday - Collaborative Whiteboard Kickoff

90 Minutes

• The key to a successful branding process is understanding your organization: its speech, self-perception, perception of competition, and audience. Our 90-minute Foundational Identity kickoff collaborative remote whiteboarding serves as a head start to answer these questions.
• We’ll send you a link to your personalized Figjam board prior to the kickoff.
• Our kickoff session is engaging and exciting. Brace yourself!
• Client Action Items
• Start visual research for your brand. We encourage you to pull from sources you are familiar with first. After exhausting these sources, venture into unfamiliar territories and capture images of locations and brands that catch your eye.
• Collect imagery from various sources like shapes, logos, photos, colors, and compositions that inspire you. All these collectively define the visual possibilities for your logo. We'll provide a Dropbox folder to store all these images.
• TM Action Items
• Conduct visual research.
• Compile TM and client visual research to present on a Figma page.
• Schedule the remaining meetings.

Tuesday - Visual Research Walkthrough

60 minutes

• We create a massive digital canvas known as a moodboard, consolidating all the images collected. This moodboard outlines the universe of potential design solutions for your project.
• The focus is to understand the visual space, identify appealing designs, and share the language of describing visual elements.
• This exercise paves the way for discussing designs that hold an emotional significance for you. Establishing a conversational baseline early in the process aids in creating better work together.
• Client Action Items
• Relax and prepare for the upcoming journey.
• TM Action Items
• Debrief on visual research + meeting conversation.
• Commence sketching marks.

Thursday - Real-time Collaborative Screen Share + Drawing

60 minutes

• We present our initial sketches, inspirations, drawings, and musings.
• Engage in the logo design process, provide feedback on our sketches in progress, and delve deeper into the design process.
• Express all your emotions freely – whether it’s openness, honesty, confidence, or uncertainty. Logo design can be challenging, but we are here to guide you through the process with our expertise.

Goals

• Choose a direction to further develop.

Week 2 Schedule

Tuesday - Preliminary Logo, Color, and Typeface Presentation

60 minutes

• We display our logo designs in a sequential storytelling format, providing a few options along the way.
• You provide feedback, and we engage in a discussion, taking notes to understand your perspective.

TM Action Items

• Respond to client feedback and prepare guidelines for presentation.

Friday - Presentation of Brand Guidelines

60 minutes

• Present finalized brand guidelines.
• Hand over the assets.

Client Action Items

• Put your new splendid identity to use!
• Complete a survey regarding the process and outcome.

TM Action Items

• Publish a blog post about the process and outcome.