Logo development
The creative development of logos and brand identities presented an opportunity to craft visual representations that aligned with the larger company brand while fulfilling specific business needs. With a focus on internal and external facing logos, our goal was to ensure cohesion within the brand hierarchy and sub-brands. Collaborating closely with the Brand Identity team, our Brand Design team undertook the challenge of creating logos that not only met functional objectives but also resonated with stakeholders and reflected the desired tone and positioning within the brand ecosystem.
Our process began with a thorough understanding of the logo requirements, encompassing audience demographics, business objectives, and brand tone. Through a creative brief, we established parameters for brainstorming sessions, encouraging multiple designers to produce diverse concepts. Presenting these concepts to business stakeholders, we evaluated each against the stated requirements, narrowing down selections for further refinement. Iterative rounds of feedback and refinement ensured that the selected logos effectively captured the essence of the brands they represented, while maintaining alignment with the larger company brand.
We were commissioned to craft a logo for Business Resource Group (BRG) Gen Trend. This BRG played a pivotal role in shaping our remote work policies long before the onset of the pandemic, and created a consultancy program aimed at bridging the gap between our sustainability efforts and customer perceptions. Our initial focus was to comprehend the project's objectives, understand the BRG's audience, and define the brand identity requirements to ensure the logo captured the desired tone and messaging effectively.
Our approach began with soliciting input from various stakeholders to gain insights into project goals and audience expectations. With a clear understanding established, multiple designers were tasked with generating diverse initial concepts. Through collaborative sessions and iterative refinement, we honed these concepts to presentable drafts. Feedback from both the design team and key stakeholders, including BRG leaders and brand identity representatives, guided us in narrowing down to three promising concepts.
Building upon these selected concepts, designers created a range of variations for further consideration. Once again, these iterations were presented to stakeholders for review and feedback, facilitating the final selection process. Upon choosing the ultimate logo design, our team prepared multiple file formats suitable for both digital and print applications, ensuring versatility and usability across various mediums.
The success of our logo creative development was multifaceted, with our team emerging as the go-to resource for both external and internal brand initiatives. Our ability to deliver compelling logos that resonated with stakeholders led to increased demand, resulting in our team being preferred over external creative agencies. To manage this demand effectively, we implemented guidelines for project allocation, ensuring that resources were allocated strategically and projects were executed efficiently. This recognition underscored our team's expertise and the value we brought to the organization's brand development efforts.