Continuing from Part I of my previous post, this is the first set of logos I presented to the client. Most made heavy use of the letters D and C because they fit well together and could be abstracted into great graphic shapes. However, one idea I had, almost as an afterthought, was a skeleton key with a house shape in the teeth of the key. I was looking for a less obvious solution so I thought a house key might be interesting. I based the design on this photo.
Narrow it down
I had my favorite designs in mind when I made my presentation but it’s not my place as a designer to push a particular idea. All the ideas one presents should be good, viable choices. Read my article on the role of a graphic designer. To my surprise the client chose the two below as his favorites to be refined further.
I always ask why these and not those. He liked the more old-fashioned quality these had and particularly liked the key. Go figure. It was my last-minute idea. I made further revisions, below, and presented again, hoping he’d select my choice, which was the hexagonal plaque. I liked its bold, graphic quality and interlocking letters.
The client’s perspective
Guess which one he liked? The key. He came up with a tagline, “Your Key to a Well-Managed Home” as a memorable hook he could use to promote the brand. From his marketing perspective the choice of the key and tagline was a more approachable, memorable image than the plaque, especially with my addition of a house silhouette in the key notches. People would remember the key and the company as their “key” to a well-managed home. They wouldn’t remember the impersonal DC plaque. And you know what, he was right. I was looking at it purely from a design perspective. This is an excellent example of good collaboration and proves the theory that All Of Us Is Smarter Than One Of Us. He wanted a few further tweaks: gold key, more ornate, textured metal, more 3-D. Below is the final approved logo.
It was from here that I designed the trade dress, so to speak, for the website and, based on the website, designed all the collateral materials: brochures, business cards, advertising, et al. Nothing can match the excitement mixed with dread that I feel whenever I get a box of brochures or any printed materials back from the printer. There is that stomach-churning moment when I open the box and am either elated with how beautiful the work turned out or horrified that the color I chose wasn’t quite right, I forgot to add something or, the unforgivable sin, a misspelled word! To my stomach’s great relief everything fell into the elated category. I used the online printing company GotPrint, who did an excellent job. In my mind you can’t design any of these things until you have a finished logo design.
This entire project took 10 weeks. A long journey from my original sketches but you never know where the design road will take you.
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