Our Logo Development Process
Whether you're in need of a new logo or it's time to freshen up your existing identity, we can help!
What situation are you currently facing that is prompting you to make a change?
- Does your existing logo still match your company’s personality?
- Have you progressed past start-up stage?
- Have you merged with another company?
- Has your business expanded into a new market?
- Is your logo just plain old ugly, outdated and tired?
Whether we're developing a new logo or refreshing your existing one, here are a few steps we go through:
We meet with you to understand the new brand or motivation for an update. We'll discuss all of the applications and requirements you have for the logo which may impact the design, as well as budget and additional marketing materials that will be affected by the change.
Is a fresh start needed?
When a new logo is required, careful attention is spent to develop a custom solution that meets the needs of your business, product or service.
A professional design takes time to develop. When you work with a team of professional designers, your logo is unique. It’s one-of-a-kind, not an off-the-shelf solution that could be used by others.
We meet and learn about your company and vision. It is important that we have a thorough understanding of your products/services, target market, competition, and what makes you different.
We take a look at the bigger picture including your overall marketing strategies, goals and marketing materials required as a result of the change, how the logo will be launched, and of course, your budget.
Logo design is a process. It takes time to select the right font choice, colour palette and possible icon to create a unique personality for your brand. Developing a brand new logo typically takes between two to four weeks, depending on the complexity. Whereas an update or refresh can require less time.
Or is it time to freshen up?
There are times a logo just needs to be updated. These changes are not drastic and typically consist of a slight modification or enhancement. Visually your logo will be different when compared to the previous one, but the changes are more subtle and the brand equities remain intact.
The key to an effective update is making sure your visual identity still matches the message and brand position you occupy or wish to occupy in the marketplace.
Here are a few considerations when evaluating a refresh:
- Is your logo’s colour palette current or hinge on a trend from many years ago?
- Is there a new font that better represents your brand or would be more appealing to your target audience (e.g. edgier or more sophisticated)?
- Are there some slight modifications you could make to your graphic(s) that would be closer aligned with your current brand position?
- Is it the right time to do an update? If you're expanding into a new market, perhaps it’s better to wait and roll-out the update to capitalize on the momentum of a new initiative.
What Our Clients Say
Introducing a new craft brewery in the Region was a big endeavour. Partnering with Eyelight, we knew we could count on their expertise to deliver the branding direction we envisioned. Not only did we require a new logo, we also needed our label, signage and website designed. We couldn’t be happier with the final outcome. Our logo design with the halo and devil’s tail intertwined with our family name is fun, spirited and a little edgy – just like our brewery.Dave Innocente
Innocente Brewing Company
What does a logo cost?
There’s no hard and fast cost, as logos are based on the time invested to achieve the final design. However, here’s a general guideline:
Basic logo or Refresh
Looking Beyond the Logo
As you work through the process of developing your logo, you need to keep in mind all of the print and digital mediums your identity touches (such as stationery, website, ads, packaging or brochures) and create a plan of action to implement and roll-out your new look. We also recommend building a brand standards guide to ensure your logo is used properly and consistently within your organization for advertising and marketing communications.
The Brand Takes Flight
The logo design is only the start of a brand launch. Careful consideration, planning and great design are all part of the process. Your brand will be applied to many items such as a website, building and vehicle signage, stationery, brochures, ads, and promotional items to name a few.
Here’s our branding checklist to help you plan what’s involved!