Anatomy of a Logo

Let us demonstrate the proven design process that is key to our branding process.

Penguin Suits starts every logo design project by sparking good conversation with you, our client. We learn as much as possible about your company culture, values, the way you do business, and what makes you special. We will use the information gathered in these early stages to translate the message into the logo design.

Research

We don't stop at getting to know you, we also research your target audience and your competition. Knowing your audience provides us with additional clues as to where your logo needs to go, style wise. Knowing your competition identifies style clichés to avoid so your logo stands out in all the best ways.

Application

Here we establish how you will use the logo. Different applications require different techniques. This is really essential because it helps us determine which design to use so that your logo is received and understood by all.

Creating

We take the information we learned in the above steps and sketch dozens of logos ideas. We share them within our team and brainstorm on the ideas, applications, usage and implications of them. We do this to get a well-rounded and fully developed idea for you. Our team's experience allows us to easily separate the timeless and memorable images from the less durable. Only a handful of the sketch ideas will advance to the next development stage.

Designing

Initial designs are created from 5-7 of the best ideas from the sketching process. We add color and incorporate your name and tag line. We develop the ideas which have the best a chance to make you truly stand out in your market. Once the designs have been fleshed out, we bring them to you for review.

Refinement

The refinement step comes after your review and initial feedback. Generally several of the initial designs will be discarded and we will focus on the ones that most appeal to you. This step in the process is when we work with you to apply the tweaks that will personalize the logo for you. This step also involves a lot of back and forth regarding the improvements and changes you request until we achieve the final logo design.