If a brand's visual identity could be compared to a research paper, then the logo is the thesis statement.

Logos are often the first representation of a brand that makes an impact, and they lay the groundwork for market perception. They can consist of a brandmark, logotype, and a strap line, but they don't necessarily need to have all three.

Great logos are easy to identify at any scale, tend to work with or without color, and most importantly are appropriate and reflective of the brand they betoken. Make no mistake: great logo design is extremely difficult. A logo that champions a brand requires a designer to channel art theory, creative talent, an obsession for iteration, unparalleled patience, and excellent communication skills.

My process begins with the design brief. I take a journalistic approach to unravel the brand's story, offerings, capabilities, values, customer profile, and vision for the future. I also take any initial ideas, concepts or requirements from my client. I supplement the brief by researching my client's industry and competition.

Armed with the brief and research, I present one or a number of initial designs. I explain the intent behind each design so my client can make decisions with as much context as possible. My client selects a design they would like to pursue. I present a new iteration until my client is comfortable for me to begin finalizing a design iteration.

The final design may undergo a number of revision rounds to perfect the design. The final is presented to the client prior to delivery for acceptance. From start to finish, the process normally takes three to seven business days depending on the iterative process and rounds.

* All revisions must be made prior to client acceptance of the final logo files. Additional revisions on final designs beyond the packaged allotment will incur an hourly fee.
† Layered files will be delivered in AI, INDD, or PSD filetypes. Projects that include licensed royalty-free material may be subject to an additional fee. Embroidery filetypes (DST, PEC. et. al.) are not available.
‡ Support covers any non-substantive (non-design-altering) changes to the project to appease any technological requirements such as a minimum size requirement, file-type requirement, or background color. After the free support period any non-substantive work will be subject to an hourly fee. Though support service typically take less than an hour to complete, please allow at least one (1) business day for delivery.
** Conversion may include light preparation work, but does not include substantive design optimization (i.e. recoloring or upsampling low resolution files). Such work may incur an additional fee.