Your logo should be a visual metaphor for the attributes and benefits of your brand.
At BrandSavvy, logo development is a structured process, whereby exploration of potential concepts to modify or replace a logo is a collaborative effort between strategists and design team members. Timeless and compelling logos are first strategic!
Strategic considerations include industry or cultural idiosyncrasies, a color audit of the competitive landscape and an analysis of the most highly desired evocative responses. A range of initial conceptual designs – typically 30 to 50 – is typically necessary.
The initial pool of conceptual designs is pared to 7 to 10 for in-house customer research, or to present to the client. In some instances, clients identify 2 to 3 logo concepts for further customer research prior to a final decision being made.
BrandSavvy recommends that the final, approved logo be legally protected by applying for a Federal trademark for the “Design”. If the name has changed in conjunction with the new logo, BrandSavvy recommends an application for a Federal trademark for the “Words” be filed at the same time.
The logo should be developed in appropriate signature formats such as positive/reverse, stacked/horizontal, color/black and white, etc.
Finally, comprehensive logo guidelines are a must to maintain the integrity of the design as it is rolled out, and to ensure legal protectability by eliminating rogue embellishments or modifications.
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