Identity Development: Anatomy of a Logo

Humans interact with hundreds if not thousands of logos on a daily basis. Some momentarily grab our attention (whether it’s for positive reasons or not), others we never even see. Still others have been so ingrained into our everyday life that they seem like a natural part of our environment (think Apple, USPS, Target, Starbucks), no more noticeable than the trees along the side of the road. But have you ever stopped to consider what goes into producing these logos: the good, the bad, and the seemingly omnipresent? Unless you've gone through the process of logo development with a professional designer or team of designers, you probably have never really stopped to think about where these compact little images actually come from.

Logo creation is one part of the Identity Development process and we should pause here to note that we love this process. Identity Development goes hand-in-hand with discovering your business's “Why,” finding “the Muse,” and begins the work of your comprehensive social and marketing strategy. All of these aspects must be considered when developing your identity because they should all tie back in with your brand for a cohesive presence.

To help you more fully understand the anatomy of a logo as part of the branding process, we are going to break down the identity development we went through for the SuperFit Games.

Identity Development Process: SuperFit Games

Step 1: Initial Conversation and Inspiration: What do you like or not like? We pull out the “why” of your business and align that with things that peak your visual interest and speak to you and your business.

Step 2: Research current industry trends. While you want your logo to be unique, you also want it to represent your industry or business well. We take a look at what others are doing to find out what is and isn’t working.

Step 3: Mood Boarding. A mood board will present three distinct directions a logo could go, complete with mood imagery and typefaces. This gets the creative juices flowing and gives us a starting point.

SuperFit Games Mood Boards
SuperFit Games Mood Boards

Step 4: Initial Artwork is shown in rough sketches. From here, the client will generally feel pulled in a certain direction, leading us to the next step.

SuperFit Games Logo Artwork Initial
SuperFit Games Logo Artwork Initial

Step 5: Revisions of the preferred logo will be presented in a more polished format, with the ability to make some final tweaks.

SuperFit Games Logo Revisions
SuperFit Games Logo Revisions

Step 6: Final Package of all file types and images presented to the client. The client can now take their logo and use it on the web, in print or on social media.

SuperFit Games Final Logo
SuperFit Games Final Logo