The logo process is a collaboration between the artist and the client.  It is important to begin with a basic idea for the "feel" of the finished logo, be that casual, formal, business like, touched with humor, life like, or avant-garde. There are endless possibilities and combinations that will eventually result in the finished product, but it all begins with the idea.


Occasionally, there is a perfect "model" available for the logo; perhaps a favorite pet or valuable show prospect.  A drawing can be created from a photo of the subject, or a photo can be used as a guide.  The photo of Freedom, an American Hairless Terrier, was the basis of this logo.

Regardless of the presence of a photo, the logo process is begun with rough drafts (below).  The drafts are done for position, and variations on theme.  The important aspect of the draft is to create a clear path to follow in the progression of the project.  The client will receive up to a combined total of 12 drafts for design, or changes to the selected draft, included in the basic cost.  If further drafts or changes are required for a decision, they will be priced additionally per draft or change.


It is great to live in the age of computers, but drawings are still created as they have been for years.  The pencil draft, above left, is the beginning of the actual drawing for the dog in the logo.  It is then positioned with the draft, above center, for the text set up.  If the set up is as the client has envisioned, the actual drawing begins, above right.  It often takes different variations to arrive at the perfect set up, so other draft ideas can be explored.


The completed drawing takes many hours of detailed work (above).  It is then cleaned up on the computer and prepared for combination with the other elements of the logo.  Simultaneous to the drawing is the selection of font for the text, and exploring the options of treatment.  Color, gradients, or manipulations are available for the perfect text.


Fonts are chosen for the finished logo.  The text elements are prepared as individually as is the drawing of the dog. They are then combined for position and size relationship.  The complex initials used in the logo above are colored, beveled, and fit to the drawing.  The secondary text, normally somewhat simpler, is then carefully placed along a path to compliment the drawing.

When all elements are positioned in relationship to one another, upon the client's approval, the entire image is polished for the finished logo. The logo is then copied as digital media in multiple file formats for direct reproduction. For personal logos, each individual element of the completed logo is included as digital media, should there ever be a need for a particular element to be used as a stand alone piece.  For commercial logos, an exclusive marketing license is conveyed to the client with the completed, combined logo.


The logo process can be an involved collaboration between the artist and client which can result in a distinctive and individual piece of work that is capable of conveying a recognizable identity.  It is worth the effort!