Logo Design Process: Visualizing the Company and Clientele

Corporate identity can come in the form of a logo that embodies the essence of the company. An effective identifying logo is a reflection of the company itself, its services and image in the business world. A good logo must reflect the services/product and aspirations. A logo designed with corporate identity in mind can be very successful in building a powerful brand image.

A designer must identify the core business of a company and visualize a design suitable to its business activities. Here a brief on the company’s business activities, coupled with its plans for the future would be especially useful in visualizing the logo design.

The next step would be to have a short survey of the company’s clientele. This could include their age, sex, demography, lifestyle, etc. This information will help design a more focused logo, thereby improving its visual impact.

Now, while designing the logo, a designer will need to balance the design concept between the company’s business activities and its clientele. 

For example, an upscale formal restaurant might consider a very sober but sophisticated logo design depicting a “conservative” food and drink style service and an equally “conservative” clientele, enjoying the exclusive cuisines being served. 

A good example would be the Logo of the ‘Art And Soul’ restaurant (at 415 New Jersey Ave, NW, Washington, DC ). Here the word “ART” depicts and represents:

• a special emphasis on the traditional and luxurious style in which food and drink is prepared and served.
• the word “ART”  is the dominant graphical element in the design, possibly in the restaurant owner’s own hand writing, further strengthening his commitment to his clientele. 
• “ART” also happens to be the restaurant owner’s first name.

A two tone color scheme, in black and pink is very fashionable and contemporary and associated especially with high-end cuisine, designer clothes and a luxurious lifestyle. 

On the contrary, a fast food or drive-thru food joint needs a fun, youthful and colorful logo design depicting an adventurous, fast, on the move style of service that complements its clientele.

Some very good examples are the various McDonald's logos. These universally recognized logos are fun and youthful; depicting a fast, no frills food service. The word ‘M’ is derived from the business owner from times when businesses were usually named after the proprietor/owner name. The tagline ‘i’m lovin’it’ is very straightforward, depicting the high level of satisfied customers and McDonald’s confidence in its product and services.

The drive-thru logo depicts a fast moving vehicle, illustrative of food service for customer on the go. 

These logo designs have encompassed all the elements and design rules we have talked of in this and preceding articles and have been well received in the market. 

Coming back, armed with the company business and clientele information, a designer needs to proceed to the next step, which is to visualize and draft two or more suitable design options.

A designer at this stage may have the design ideas ready for preliminary scrutiny and approval. Post approval, the designer can further polish and improve the concept by adding colors, special effects, 3D effects, etc.

For great logo creation tools from start to finish, consider one of our favorite logo design software suites.

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