In an effort to set clear expectations, Kinetic-e has put together this process guide to give an overview of a typical logo design project.

Logo Concept
As with all projects, a logo design must begin with a basic logo concept. A client will usually have some general ideas they have been considering. Kinetic-e can take these ideas and “push” them further as necessary. We ask some general questions:

• Does the concept relate to the business name?
• Is it conducive to developing a brand and corporate identity around it?
• Will the concept “scale” for usage within a variety of projects from printed identity pieces (letterhead, business cards, brochures, etc.) to digital implementation (web sites, sales kit CDs, PDF files, etc.)?

Kinetic-e will also “start from scratch” and develop several concepts that will solve your logo design needs.

Start with the basics
The immediate urge is to jump right into color choices for a particular logo concept. Kinetic-e postpones that impulse to explore and develop the basic design in black and white values. This allows the focus to be on the true elements of the logo (line, typeface, shape) and not allow subjective things like color to influence the direction at this early stage.

value The relative darkness or lightness of a color

The logo must work in a simple one or two color application.

Value has a powerful influence on what the logo design will communicate. Contrast between individual elements’ values establishes a hierarchy which reinforces the overall meaning. Value also creates movement and direction which moves the viewer’s eye through a design and thus their attention. Kinetic-e takes each value into consideration and selects the combination that creates the appropriate mood for your design.

Kinetic-e develops 3-6 concept directions which may focus more on typeface differences as in the example below. These initial logo concepts are presented to the client for discussion. Many times this discussion pulls together aspects of several concepts and ultimately sifts out one concept direction to develop further.