A Logo Process

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A Logo Process: Petite Pour

2011.03.09 / Japan / posted by idrawgood

Some people think logos are magic. Some think they only appear in proper form when evoked by a series of tribal dances set to drumming with unicorn bones during the vernal equinox. Well, those people are right. At the risk of taking a little mystery out of these potentially powerful symbols, however, I'll open up my sketchbook so we can see the full visual process and extrapolate from there.

Here's a look at my logo work for Petite Pour, one of my more thorough explorations of style and form. We join the process after client meetings, market and visual research, and after staring at a blank page waiting for the sugar high to kick in.

petite pour process

An all-out brainstorm. Images that have been floating around in my head for weeks come bursting out. Some are relevant, some aren't, but all of them are important.

Digital sketching. I take some of the most promising designs from the first series of sketches and take advantage of the cleanliness of Illustrator to test their real potential.

Refining. Designs that create visual energy through symmetry emerge. Preliminary typographic exploration begins as I try to find the right balance between classical and contemporary.

Practicality. The final application of the logo, as a bottle/can label, dictates the success of this round. The battle between warmer and cooler colors also heats up.

Reduction. To clarify ideas and make the brand name more prominent, I play with simpler forms.

Focus. The influence of the client and the focus groups conducted throughout the process steers the project. A definite goal in sight, final color and form tuning begins.

Typography. With the final color ironed out, we explore font options to establish the brand as fresh and modern, yet established and trustworthy.

Champion. Out of the darkness, against all odds, a champion emerges. March strong, new logo, and make us proud.