The logo process
is a collaboration between the artist and the client.
It is important to begin with a basic idea for the
"feel" of the finished logo, be that casual, formal,
business like, touched with humor, life like, or
avant-garde. There are endless possibilities and combinations
that will eventually result in the finished product, but
it all begins with the idea.
Occasionally, there is a perfect "model" available for
the logo--perhaps a favorite pet or valuable show
prospect. A drawing can be created from a photo of the
subject, or a photo can be used as a guide. The photo
of Freedom, to the right, was the basis of this logo.
Regardless of the presence of a photo, the logo process
is begun with rough drafts (below). The drafts are done for
position, and variations on theme. The important aspect
of the draft is to create a clear path to follow in the
progression of the project.
It is great to live in the age of computers, but
drawings are still created as they have been for years.
The pencil draft, above left, is the beginning of the
actual drawing for the dog in the logo. It is then
positioned with the draft, above center, for the text
set up. If the set up is as the client has envisioned,
the actual drawing begins, above right. It often takes
different variations to arrive at the perfect set up, so
other draft ideas can be explored.
The completed drawing takes many hours of detailed work
It is then cleaned up on the computer and prepared for
combination with the other elements of the logo.
Simultaneous to the drawing is the selection of font
for the text, and exploring the options of
treatment--whether color, gradients, or text
manipulations will be used.
Fonts are chosen for the finished logo. The text elements are
prepared as individually as is the drawing of the dog.
They are then combined for position and size
complex initials used in the logo above are
colored, beveled, and fit to the drawing.
The text to the right is then carefully
placed along a path to compliment the
When all elements are positioned in relationship to one
another, upon the client's approval, the entire image is
polished for the finished logo. The logo is then copied
to CD in multiple file formats for direct reproduction.
For personal logos, each individual element of the completed
logo is included on the CD, should there ever be a need
for a particular element to be used as a stand alone
piece. For commercial logos, an exclusive
marketing license is conveyed to the client with
the completed logo.
The logo process can be an involved collaboration
between the artist and client but can result in a
distinctive and individual piece of work that is capable
of conveying a recognizable identity.