Designing a Logo for a Pub
Designing a logo involves a process of deep listening and creativity. It takes a balance of strong design principles and an understanding of a business' ethos. During my first conversation with a new logo client, there is often a mix of curiosity for the process and some apprehension. If I could read their thoughts I'd guess there is a mix of... "Even if they've designed some nice stuff... how can they be sure their logo won't be regurgitated?" or "What if I don't like what they create.. Will I pay for something awful?"
My goal is take my clients through a careful step by step process, learning more about them and their business along the way, and of course, finishing with a fabulous logo.
Here are my 4 steps:
Brainstorm Conversation & Review
Design Mock-ups Creation & Review
Logo Revisions
Share Final Files
Curious what they look like in practice? This is what those steps looked like in practice for Tessie's Bar & Kitchen:
Brainstorm Conversation & Review | We had a great conversation about the inspiration of the business - what the decor would look like, about the menu, the overall feel, etc. From this, I imagined that 3 different design directions which could work; Diner Nostalgia, Gastropub Aesthetics, and Vintage Sports Boston. Then, I created a concept board for each idea which which we reviewed together for likes and dislikes. Below are the boards we discussed. I learned Diner may not be just right, too much sports may feel like a sports bar (not the plan), and which fonts appealed to the client (and didn't appeal!).
Design Mock-ups Creation & Review | At this point, there are still a lot of ways the logo could be made. So the plan is to create 6 logo ideas called mock-ups. These aren't quite flushed out yet but are all are based on what I've learned about the client and business while each having a very different design direction. Talking about the likes/dislikes of these are imperative. And making decisions which versions to chop are key. We had fun picking apart the details; this shape is great, let's ditch that, etc.
Logo Revisions | The more thorough the mock-up round, the better these next rounds will go. I took only what the client likes, and played with ways to make those details just right. (Thoughts like - keep the baseball feel but lose the baseball, love the boldness but don't want it overpowering, are par for the course.)We reviewed 3 rounds of tweaks; always offering more than 1 option so it was easy to say, I like this, I don't like this, etc... Each round the options became closer to each other until the the final was clear.
Share Final Files | With the final selected, it is time to export and share. I included a description of when to use which file to ensure moving forward, to ensure the logo would continue to be just right. It included a advice on digital and print uses as well as options to go on light or dark photos. Here's an image of the final logo with examples of it on dark and light photos.
Tessie's Bar & Kitchen is set to open this spring in the center of Walpole, MA. If you are looking for an excuse to enjoy a great burger (and want to admire the logo design up close)... Make sure to pay a visit. They are opening this spring at 1006 Main Street, Walpole.