Insite Solutions is a project management consulting company that has been around for over 10 years. They are growing their business and going through a brand expansion.
The first (visual) step after the initial brand planning meetings was to update their old logo to reflect their direction and allow for future growth.
The directional arrows coming from the center are important as they tie into the mission of the company, so I developed a hint of a compass and gave the arrows a softer look to indicate outward movement. I also offset the arrow direction to show that the company is flexible and can move easily as they help their clients “find their own true north.”
So what is a logo? A logo is only a representation of a brand, yet the graphic designer must gather what they can of a brand from the representatives of the company (or the owner of the business), from research, and sometimes even the customers or clients, and develop a mark that is representative of the essence of that brand.
Thus a pediatric dentistry will appear as…
It is not an easy task.
Once the logo is created, then the fun part (in my mind) is taking that mark and developing it further. At the same time, the client has their own constraints (such as specific content that is required to appear on a business card) and the designer must balance the client’s needs with the creative inspiration that strikes.
In the end, if the client is happy, then so am I.
Refinement – multiple fonts and positions for example
The client makes their choice and the round of detailed options follow.
Tweak and Refine