As with any company that comes to us as just an idea, the starting point for branding the company is the logo. The most important factor at this stage is for us to be on the same page as the client. Sometimes we receive a few rough sketches of a logo to work with, sometimes it’s an old logo that needs updating, but in some cases, we literally start with nothing. When this is the case, we look at the target market for that logo, which influences if the logo needs to be clean cut with a corporate feel or maybe “arty” with a nice script font to attract a trendy client base. Working in outlines to start with, we brainstorm a few fonts and get some initial ideas together. This is pretty much the main part of the logo design for us, once the client has decided which idea they want to run with, we develop the logo with them into a more complete logo. We usually worry about colours towards the end of the process, by then we will have a feel of what works/what our client wants.
The Client: Dub Trim Custom Interiors
The brief: Design a logo from scratch that suits the Volkswagen scene. The logo needs to be punchy, and quite importantly be well suited to eventually being a sticker on customers cars. The logo will be used on business cards, premises branding, online and marketing material.
Step one: The idea
This is an image from quite early on, we fell on this font pretty much straight away, and from everyone’s point of view it was perfect for the look and feel that was desired. The initial thought was to add a bit of detail to the logo, with stitching, and the needle and thread underline.
Step two: Development
We actually tried out a ridiculous amount of colour combinations, but in the back of our minds we knew the logo would end up being purple! Getting to know the client, who more often than not has purple hair… Purple was the safe bet! The main hurdle to clear was whether or not the logo needed a holding shape, it would potentially help the stickers to sit better, but I didn’t feel that was a good enough reason to keep the oval. The simplicity of the logo without it, made it a much stronger contender. In fact, it was around this point that we all started questioning if the logo needed to be even more simple, so as to be clean and punchy, and easily recognisable.
Step 3: Decisions decisions!
We eventually went back to basics with the logo, removal of the oval and the needle and thread meant that the logo will never change no matter where it is used. We added a thick white outline to make the logo stand out on any image, colour and car window! This is the final logo that can now be used to brand the whole company.
A logo is the most important part of a companies brand by far. It’s on everything your client sees, from the business card you hand them the first time you meet, to the invoice you send them to finalise your service to them. We strongly believe that you shouldn’t rush a logo design, as you soon become associated with it once you begin trading, and by then it is a bit risky to change it completely. That said, it is also important to keep your logo up to date! So a lot of the time a refresh of your current design is a good idea.