A logo has one purpose, to identify a business. That logo design is the crowning jewel on top of everything the business owner has worked so hard to build.

So that considered, it stands to reason that a logo design shouldn’t be rushed, after all, sales are at stake!

Blue Peter Design Pitch

I had the opportunity to pitch for the redesign of a flagship British television show – Blue Peter. This involved a new look logo & a whole new graphic style for the new series! Here’s the stylescape (more on those below) I put together for the pitch.

Logo Design Process

This is a live case study of my logo design process, where you’ll see everything that goes into developing a new logo. I update the page as stages are completed.

Before we begin, if you haven’t already read my handy guide to writing a killer brief, download it here:

The Client

Sunset Rock is a bourbon hailing from the American West, hand-produced in the rocky peaks of Colorado. Our whiskey is for the adventurous, who enjoy it after an exhilarating expedition in the great outdoors. It’s character is orangey with notes of warm caramel and smokey tobacco, and a hint of rich oak and leather. Whisky connoisseur Logan Miller set up the distillery, who’s love story with whiskey began with his father William, who would take his son into the mountains to watch the sunset after a hard day’s work, and never without a pour of the golden good stuff. The only whiskey for the true American adventurer, to fitting in a backpack in small 40cl bottles.

The Customer

The rugged male adventurer’s of America, living in rural areas where the outdoors is a way of life. He works hard, doing manual labour in craft, mechanics or agriculture. Aged 27 and single, a free spirit. In his spare time, he goes fishing, and travels in his campervan on the open road, exploring towns and wilderness outside of his own.

Let’s call him Aaron.

Message

Adventurous, American, Timeless.

Usage

On bottle labels, bottle caps, in the distillery (walls, barrels), website, merchandise (glasses, coasters, whiskey stones, caps).

Logo Design Stage One: Stylescapes

Before I do any design work the first thing I do is take the brief, research what’s already out there, and then create 3 stylescapes with different creative directions for the new logo.

I make stylescapes using highly curated images that best describe the visual style. It showcases the colour palette, typography, iconography and themes that the design will explore.

From these 3 stylescapes, my client chooses which creative direction they like most, and from that we move onto developing the logo.

Take a look at these stylescapes I’ve developed for Sunset Rock. Consider how each one changes the way you see the brand. Does one appeal to you more?

There are obviously no right or wrong answers here, but you’ve just seen for yourself how visual branding dramatically transforms brand messaging and how customers will perceive the product.

Colour choices, font styles and imagery must work together in harmony to achieve the same message. Do this right, and you’ll be well on your way to a successful business. Image is just as important as product.

Stage Two: Designing Logo Concepts

This is the chosen stylescape to progress with, and I’ll now design three logo concepts based on these ideas.

Logo Design One

Playing on the funky, modern style the client liked, this first logo design and product mockup is bold and energetic, with eye-catching colours to make it jump off the store shelf. We’ve started developing possible slogans for the brand too, the first one here being “Bourbon for the Brave”.

Design Two coming soon…

UPDATE

I have been SO busy with some amazing clients that I simply haven’t had the chance to update this case study for quite some time, please bear with!