Logo Design Process
Dr. Andrew Williamson with Williamson Pediatric Dentistry1. Design Brief
All logo design projects start off with a design brief, which allows the client to get their thoughts out of their head and down on paper. In this case, Dr. Drew explained how he always wanted to use a frog as the mascot for his practice—and when he first met with me he explained more about his vision. Through this conversation and interview process, I learned a lot about the goals for his practice and began developing initial thoughts on how we could bring that to life through this new identity.
2. Research & Reference
Knowing what Dr. Drew’s goals were was critical to the success of this new logo development project. In addition, I also like to know what else is going on in the industry any client of mine is in. At this point in the process, it is very valuable to spend some time researching and referencing what else is going on in and around the field of work that my client is in. What is working–what is not–and how does this all relate to the information gathered in the brief?
3. SKETCH. CONCEPTUALIZE. REFLECT.
This is where the rubber meets the road. Ideas are becoming visual at this stage. Based on the information uncovered in the earlier stages, various concepts are born and explored. This process takes place over the course of several days usually, allowing ideas to develop and mature—and also providing time to get feedback.
4. Presentation and Refinement
At this point, the best of the best ideas are shared and a clear winner emerges from the pack. More feedback is provided and the logo can be refined so it is perfect. Font choices are solidified and a color palette is established.
5. Finalize & Celebrate!
With the final logo approved and completed, now we can produce all the various formats and files for the client. I always include a suite of files for use in any situation and provide a guide on how to use them. A simple brand guide is also included as a handy reference.
Color Palette
Hex #83B337
Hex #18428F
Hex #0078B2
Hex #191919
I couldn’t be happier with the outcome of my logo. It has helped our practice become very memorable throughout the community and has given us a brand that will last for the duration of my career as a pediatric dentist.
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