Logos are the visual distillation of a company. They help guide viewers by showing them what industry you are in, and what they can expect from you in terms of quality and relevancy. There are many factors involved in developing a logo for a brand including company history, competition, where the company is vs. where they want to go, etc. Filling in these blanks can require research on the part of the designer, as well as the company, and is collected in a comprehensive creative brief. All of the research needs to be taken into consideration by the designer. Depending on company size, research and development can take months to over a year. And often, where logo concepting starts isn’t always where the design ends up.
I really enjoy doing logo work for small businesses. Below is one of the concepting transformations I went through when designing a logo for a new counseling business.
These are concepts from the first round of comps presented to the client. The artwork and type has all been re-done using Illustrator.