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Custom Logos: Case Study This is a fictitious company called "Cramer Engineering". Our team created these designs to show some of the design challenges and design options that are part of the average logo design project. Preview 1
The logo in the example, "Cramer Engineering", shows our Budget Package in action. With the Budget Package you receive 3 unique concepts to choose from, all based on your instructions. You can "let us have it" with your instructions. If there is a specific concept that you want incorporated somehow, mention that when you order. For example, in the Cramer Engineering logo the idea was to create a sense of motion. Not speed necessarily, but the idea that the logo or parts thereof were moving. You can also specify colors (red, black and grey in our example) font preferences etc. The designer working on your logo will send you the first preview image within one business day of your order. Included with the preview will be the designer's comments. In this example, the designer's comments would probably sound like this: "Of the three designs I think that A and C are the two top candidates. Design B could also work, but the 'swoosh' around the letters has become a very common logo element - which means the logo will not rise above the noise to the same extent as A and C." Now all we need is your feedback. Reply to that email, tell us what you think of the designs and what changes you'd like to see. Typically customer feedback would look something like this: "Thanks for the designs. Point taken on design B, but I do like that design. In the next preview I'd like to see that design but with the colors swapped. Red where you have black and black where you have red. C is definitely my favorite. A is ok, but not really what I'm looking for. In the next preview show me B and C but I would like the company name and slogan next to the logo, to the left, not below the logo." . |
The designer sends preview 2, showing the logos with the variations as requested by the customer. As with preview 1, the designer includes comments and recommendations: "With the company name next to the logo I would suggest splitting the name over two lines, as shown in designs B, D and E. That would considerably aid legibility, especially when the logo in downsized for use on business cards etc. The slogan could be problematic though. It comes out really small. Even on a web site that would be hard to read. I'd recommend we remove it, or have two versions of the logo - one with and one without the slogan." Customer's feedback: "Thanks for these. I agree with you about splitting the name over two lines. It looks better this way. I'm not too worried about the slogan. We can remove it later if it becomes hard to read. I really like what you did with design E. The solid red packs more punch. I also prefer it without the shadow. I don't like the red block behind "Engineering" though. Can we remove that? I also want to see the "CE" part without the red background. In other words red on white, not white on red." Generally speaking, having a shadow and a gradient fill (as in designs C and D) looks cool, but is not ideal. The flat color in E does pack more punch and will be far more practical. If the logo needs to be embroidered or if you need it in vinyl on your company vehicles then flat/solid colors are definitely better. Scroll down for the next preview image... |
The designer sends preview 3, with the variations as requested. The designer will often do more than what the customers asks for. In this case the designer tested the company name and slogan in different combinations of black and grey and also added design C with the outline around the "CE" logo. Designer's comments: "Tough call, but I think design B is the top candidate so far. I also added design C to see what it would look like with an outline. The outline is a good way to bind the logo elements together, but I don't think it's needed in this case." Customer's feedback: "I agree. Seeing it side by side like this makes me prefer B. We are done. Thanks for the work. I'm delighted. You can send me design B in all the formats I'll need for printing, web etc." Scroll down for the final logo... |
Voila! The final logo is delivered in the following formats:
Additional formats like PSD, EPS, TIFF etc. can be supplied on request. No additional charge for additional formats. |
It doesn't have to end so soon! In this example we reached the final logo by the third preview. That's about average, but that's not the limit. There is no limit. The customer could have responded to preview 3 with more requests for changes/variations. Ditto for preview 4, 5, 6, 7, 8, etc. We will keep at it until you are 100% happy with your logo. We think the "Cramer Engineering" logo is perfect, but normally we would not recommend stopping the process by the third preview. Who knows, maybe that "CE" logo would look even better if outlined in black. It probably won't, but this is your company logo that you will live with for hopefully many years to come. Might as well take an extra day or two to explore all the options and make 100% sure that the one you love is as good as it can be. Take an extra week. Show the preview images around. Get input from hubby/ the missis, friends and co-workers. Collect all the "what if's" and let's explore them all before you decide! |
Start your logo! Ready? Get started by selecting one of our custom logo design packages. Or, if you have any questions that you need answered first, get in touch. |
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When we receive your order, it goes to our production schedule where one of our in-house designers picks it up and starts work on the logo. 
One business day later...
The final logo
