We are a specialized branding agency and one of the key services we offer is logo design. It is one of the most challenging projects because it takes your complex business and sums it up into one visual idea. We’ve spent 20 years perfecting our process to deliver successful logos for thriving businesses in a variety of industries.

Logo Design for Kaplan Residential from Sketches to Final New Logo

A successful logo represents what you stand for and builds an emotional connection between your company as a whole and your customers. A logo design isn’t merely a favorite color or design. Thoughtful attention and focused time are spent understanding your organization, your culture, your customers, your product/service, and your business goals. Once we immerse ourselves in that purpose, our creative directors and graphic designers begin sketching and concepting to solve the problem–how do we create one mark that represents this organization that has so much diversity in people, offerings, processes, and systems?

Our Logo Design Philosophy

We at id8 believe that a logo reveals the truth. A logo is the merge of data and art together and is the simplest yet most difficult symbol to create because it is just that, simple. It’s one thing. It’s a mark. It’s a logo. It’s a word. But it stands for so much more. Organizations with strategic plans to grow over a period of time need to be aligned together. A logo can be the spark to unify an organization. It’s not the logo alone, however, it is the entire brand experience. We start with understanding your company’s position in the marketplace. Once we understand your value and position, then the creative team at id8 can use that information and transition to designing a logo that is a true representation of your organization.

Custom Fonts

There are thousands of fonts (typefaces, typography) to consider for logo design. A reputable typeface designer is Hoefler&Co. H&Co is famous for creating lasting, high-end typefaces. Unfortunately, there are many other typefaces that aren’t made with that kind of attention. Many fonts are created poorly, such as fonts that don’t have adequate spacing between letters, making them hard to read. That means there are thousands of fonts that aren’t the best solution for your brand. We agonize over the typeface to ensure it best represents your organization. A font must read well and be easy to reproduce whether for a business card, a website, or screen-printed on a burlap bag.

The font must also represent your unique culture and speak to your customers, the feeling around your organization, and your industry. We look through thousands of fonts and then curate the font options down to about thirty and then continue to refine until we find a font that hits the mark. Once we select a font, then we begin to customize the font by modifying letters, creating ligatures, and changing the kerning, spacing, and organization of the word(s). To stand out, using a custom font means that no other organization will have access to use that same font. It truly makes a brand stand out so much so that Netflix, BBC, Apple, and so many more well-known brands have created custom typefaces.

Brand Colors

For our professional graphic designers, another part of the logo design project is to carefully choose and assign the colors (Pantone Matching System or PMS) for the logo. We use Pantone colors for offset printing one-color, two-color, or three-color jobs, like a business card. If we are printing four-color (CMYK), whether by traditional offset printer or with a digital printing system, Pantone colors aren’t used and will be converted to CMYK. As we select brand colors, the design team converts that color to CMYK for print applications and RGB for digital applications. Consistency of your logo design is critical to helping customers and prospects make a visual connection with your brand across different platforms. It’s critical to specify a PMS color to maintain consistency for your brand.

id8’s proprietary process helps clients to translate their brand vision and meaningfully connect with their customers. We would love the opportunity to work with you on your logo design. Let’s talk!

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