Every Brand Identity / Logo Development project we undertake is brought to life, and market, via the employment of our time-tested, collaborative developement process. Each of the Brand Identities featured at right have been developed via this method or a variation thereof.
Phase 1: Initial Consultation
Performed in person or over the telephone, your initial consultation with AMG will include a series of questions which will allow us get to know you and your business, or product, on a more intimate level. Knowledge of your operation is vital to the development of a relevant, representative and original logo identity. We will discuss Creative Strategy as well as the theme which your logo is to embody. This Initial Consultation serves as the foundation from which your company's Logo Identity will be born.
Phase 2: Conceptualization
In order to ensure creative originality and accurate representation Allair Media Brand design projects begin with a minimum of 3 logo concepts. These Concepts will be created based on your company profile as established through Initial Consultation. The aim of this step to achieve an overall concept or theme which is appealing to you. These concepts, and all concepts, presented throughout the Logo development process will most likely be presented to you via e-mail in .PDF digital format. Acceptiona may occurr in instances where clients are available to meet in our office. In the Conceptualization stage, concepts are presented in grayscale (black and white). The reason for this is that we feel it is important to estabilish an overall theme before introducing colour.
Once presented with your preliminary concepts, it is up to you to select one of the concepts for further refinement and subsequent presentation. Once presented with your sketches, and throughout the ID design process, tell your designer what elements you like about each design, and what changes you would like to see to better exemplify your chosen design direction. All feedback help us to develop the best, and most relative, identity for your organization.
Phase 3: Concept Refinement
The one identity concept chosen for further development from Phase 2 now undergoes additional developmental refinement. Alterations are made combining the preferred elements based on your comments as given from Phase 2. At this point you will be supplied with a minimum of 3 alternate and refined versions of the concept as chosen from Phase 2. From the concepts now presented you are to choose the one theme which will serve as the base design for the next phase of construction.
Step 4: Colour Incorporation
The concept chosen for further development will now undergo further digital production including the incorporation of colour. Alterations are made based on your comments relative to the concepts supplied in Phase 3. Four variations of the selected concept will be developed for your consideration. Each of the four digitally refined logo concepts presented will display varying typefaces and design elements in accordance with your input. Once presented with your four selections, it is up to you to select the one logo concept which is to be further refined.
Phase 5: Final Refinement
The concept and general design have been decided and digital finalization can begin. This stage may include additiona colour variation (if not already established), tightening the overall composition of the logo, exploring alternate fonts or adjusting the font and spacing between words and letters, establishing a balance of colors and/or creating a unified look by matching the font and symbol's characteristics. In this stage you will be presented with 2 full color, fully refined, logo concepts. Although these concepts will be very similar in composition, minor differences may be present, for example, in areas concerning color and typography.Once approved, your logo identity will be provided to you in EPS and PDF formats.
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