July 27, 2019
It’s always exciting to reveal a finished product here on the blog; I love helping a client launch their new look and step into a new chapter for their business. A final design should feel purposeful and seamless… but that doesn’t happen overnight!
Behind every finished project is a lot of conceptualizing, iteration, and refinement until we land on the final design. It’s not always so glamorous on the other side of the screen; it’s a lot of pixel-pushing and attention to detail. I thought you all might like a little peek behind-the-scenes!
All of my logo concepts begin as a sketch—well, one of many sketches. I usually create about 50 thumbnail sketches per project. These small, loose sketches allow me to explore concepts and iterations without the pressure or time-investment of tiny details.
As I’m working on the thumbnail sketches, I often refer to the project moodboard and the client’s Questionnaire to make sure the concepts are on-target for the look and feel we have in mind. But, that being said, I also give myself a little more freedom in this stage; it’s okay to sketch bad ideas—they might lead to good ones! And I’ll have plenty of opportunity for refinement later.
When I’m satisfied with the initial exploration, I select a few concepts worth exploring (usually 3–4). I’ll pull those sketches off my iPad and onto my desktop computer to begin digitizing (which means turning a loose pencil sketch into a clean and usable design!)
I pull those sketches into Illustrator and use them as a starting point for each digital design. Then I start working over the original sketches to bring it to life—editing and refining along the way.
The video below will give you a peek into the digitization process (the realtime video took about an hour or two).
After this point, I would pull the newly created digital files into a brandboard to manipulate them along with the other brand elements. The brandboard is where it all comes together: custom designs are paired with thoughtful typography, carefully selected brand colors, and the moodboard… ultimately showcasing a full brand identity!
Some sketches didn’t make it into our final concept, but I think they were worth the exploration anyway! Paired with type selections, here are the final results for each of those logo designs:
Stay tuned to see the final concept—the one that the client ultimately chose for their new look! I’m excited to reveal the brand to you soon.
Interested in more behind-the-scenes videos? Let me know! I’d love to share more glimpses of the process with you!
And if you’re ready to go through this process for your own brand, please feel free to reach out. I’m passionate about strategic and polished logo designs for creatives, and I would be honored to work with you!
Logo Design for Creatives // Sarah Ann Design
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