In this article I will guide you through the process of the creation of the identity & logo design for the client UKE, offering insights into not only the thought process behind creating the logo but also the creation of the logo itself. There are many schools of thinking in the approach to logo creation. This case study will illustrate the process that we currently use — other designers may do something very different and they may be just as effective.

 

You will first have to know the business that you are designing for and the audience that they want to attract. Research, research, research!

 

The Logo Design Process

When one creates a logo, they should follow a logo design process to ensure that the final design suits the needs of the clients (not their wants)… Here, below is the usual logo design process in short:

1. Design Brief:

Conduct a questionnaire or interview with the client to get the design brief.

2. Research:

Conduct research focused on the industry itself, on its history, and on its competitors.

3. Reference:

Conduct research into logo designs that have been successful and current styles and trends that may be related to the design brief.

4. Sketching & Conceptualizing:

Develop the logo design concept(s) around the brief and research.

5. Reflection:

Take breaks throughout the design process. This lets your ideas mature and helps you get renewed enthusiasm. Receive feedback.

6. Positioning:

Position yourself as a contractor or build a long lasting relationship. ie. Client tells you what to do OR you guide the client to the best solution. The latter is usually best however personally, I try to find a happy medium.

7. Presentation:

Choose to present only a select few logos to the client or a whole collection. Presenting only the best is recommended.

 

Clients Needs

Eugene, the business owner of UKE, needed to rebrand & make over their old business identity starting with their logo and then the website.

The Design Brief

After Eugene had filled out a questionnaire I had most of the information that I needed to start on the logo design. There were a few other emails clarifying things but basically all the information was there.
Here is a bit of background information on UKE Chocolate Gift Baskets:
UKE.COM or UKE for short sells unique arrangements of chocolate as an alternative to gift baskets. UKE targets a more upscale market due to the time to make and cost of the product.

After reading through Eugene’s completed logo questionnaire, I found in short that she wanted a logo that portrayed her whole business model and she needed it be: “strong, bold & luxurious” She also requested to have it black or gold however was open to colour choices. Eugene also wanted to have a lion in the logo. The logo also had to be suitable for the web, business cards & t-shirts.

This was the old logo that was to re branded.

Research

Upon receiving the initial 50% deposit for the logo and signed contract agreement, I then started researching what was needed for the project. This included looking up Eugene’s competitors (that she provided & my findings), researching the industry and searching for other logos in the industry, among other things.

Research is a critical stage in the logo design process as this ensures that your logo will differ from the competitors and it also sets a benchmark.

Sketching & Development

The next stage of the project was developing the logo. Developing the logo design concept is where creativity comes into play. Based on the design brief and research conducted, this is where I let my ideas run wild. I brainstormed and sketched down my ideas and then experimented with them on the computer. I also had breaks between these sessions so I could reflect on the designs and have a fresh perspective on the job at hand which is a crucial part of the process when when designing a logo.

The challenge that I had when creating the UKE logo was trying to incorporate a lion into the logo while still making it look luxurious… I got around this problem by brainstorming and word association. My thought process went something like this: Lion > King Of The Jungle > King > Crown > UKE with Crown

Below you will find one of the original pages of sketches that I did for the Ultimate Potential logo… I know I am no Picasso but it is the end result that matters. Find in the bottom right corner where I originally got the idea for the final logo. Remember that there is no such thing as a bad idea, just bad decisions.

Typeface

The first thing I did when experimenting with the logo design was to find the best typeface for the logo. Below you can see just some, of many, different typefaces I tried and circled in red, the typeface chosen (Friz Quadrata, Medium).

This typeface was chosen for its luxurious, traditional looking nature. A great alternative to the much overused Trajan.

Concept Development

After I had found the right typeface (though it is never set in stone) I then experimented with different concepts and layouts of which you can see some below.

Please take note that no colour has been added to any of the designs. This is to ensure the design works in one colour only. This helps on printing costs and makes the logo more adaptable for use over a variety of media.

One should also remember that simplicity in logo design is the key. The simpler a logo is, the more memorable and adaptable it is. In nearly all cases, less is more.

Color

I then experimented with colour. The final dark purple colour was chosen for its royal & luxurious nature… purple is the color of royalty after all.

In the image below you can see the logos from the above image with the same purple background.

Approval & The Logo In Use

When Eugene first contacted me she also wanted her website to be redesigned. Below you can see the redesign of her old website with the new logo in use. The website is currently still in development however should be online soon.

Before | After