Whether you are designing a new logo for your brand, or developing a package for your very first client, make sure you hit all of the steps listed in this article to create the most successful logo brand package that truly sticks out!
While reading this article, you may find yourself saying, "I'll just create the logo and save it as an SVG then call it a day". Sure, you could do this (I would not recommend it). But why stop there? Offer more than what is expected when developing your very own logo package.
I want to focus on an example company I have created for this article.
Client: Nibble Kibble
Company Idea: Dog food sourced from sustainable environmentally friendly farms. Products are sold in recyclable cartons rather than bags.
Logo preferences: Incorporate the company name as the main focal point, use a modern style, and include the official brand colors (Aquamarine #85FFD3, Royal Blue #5271FF, White #FFFFF)
Step 1: Develop the blueprint
My main goal is to accomplish the vision my client has set forth for me to achieve. I like to decide right away which of the 7 types of logo styles I want to use for this particular logo. Below are two examples of what I mean. The left logo is called a "Combination Mark" which is used when you want to incorporate a picture as well as text as the main focal points in the logo. The right logo is referred to as a "Wordmark" which can be seen only using text as the main focal point. There are 5 more types of logo styles which I will cover in my next blog post.
This is an important decision to make right away as each option produces a different result. Neither option is more beneficial than the other, they just produce a different feel from each other. Now let's dive into the client we are currently working on.
Nibble Kibble has entrusted us with developing a logo for their sustainable dog food company. The client would like to use their full company name as the main focal point in the logo. The next step is to find the typeface which represents a modern style as requested by the client.
Step 2: Select the perfect typeface
After flipping through different typefaces I finally landed on "League Spartan". The typeface is bold, round, modern, and playful. This incorporates all of the style requests from the client.
Step 3: Incorporate the branded colors
The client provided us with the specific hex codes for the branded colors they wanted to be included in the logo. I wrote about the importance of a tri-color logo in a recent blog post found here. The logo is now taking shape but still needs a little more work.
Step 4: Make it unique
The logo looks modern, clean, and playful with the colors now put in place. But, it still is lacking some type of uniqueness. We know that Nibble Kibble is a dog food company, so let's play off that. As you can see to the right, the use of "bite marks" helps the consumer visualize the company's main focus.
Step 5: Get approval from the client
Before continuing to the next step, you need to make sure your client approves of the finished design. You should have been continually updating the client throughout the design process, so this should be the finish line.
Step 6: Start producing the entire logo package
Now that we have the logo created, we want to start producing multiple assets in different sizes for the client to review. When creating a logo package, I normally include 500 x 500px, 1000 x 1000px, and 2000 x 2000px variations of each asset so the client has the option to sift through resolutions depending on where they plan to use the asset. (for example, you do not want to use a 2000 x 2000px version of the logo in an email blast. This is unneeded space slowing load times for the client's customers). Keeping this in mind, it is time to start producing assets. First, I want to save three versions of the logo in step 4.
*Important Reminder: Use a naming convention that makes sense to you. This will keep you organized when creating multiple different assets.
Now that I have those saved, I want to start creating different assets using the main logo. These different assets can be used for different reasons. On the website, in an email, on the actual product, and so much more. The first asset I have created will be used on the client's website. As noted in the "Company Idea" section in the first paragraph of this article, the client sells their products in cartons rather than plastic bags. The use of the carton with the paw in the middle is a perfect visualization of the actual product, which will resonate well with the customer purchasing the product.
*1920 x 1080 px [Website banner asset]
The next variation of the logo I want to create is what will be put on the actual product. So far, Nibble Kibble has two different flavors of dog food; Chicken & Beef Blend and Tuna & Salmon Blend.
The Chicken & Beef Blend comes from the land, which is represented by the rolling hills and matching green recycle image. The added assets to this variation help to visualize what the product is, while still holding a modern and clean style.
The Tuna & Salmon Blend come from the sea, which is represented by the bright blue waves and matching blue recycled image. There is a distinct difference between the two products, which is convenient for the customer to be able to see it on the shelf and know exactly what they are looking at.
The client did not ask for a gif, but this takes very little effort to create and can showcase the range of what you offer for future work. GIFs are a powerful way to animate an image that can be used on a website, to an email newsletter. A GIF helps to break up the static feel to create a dynamic, moving environment.
Step 7: Showcase the logo on a product
What will the logo look like on an actual carton? Well, with the use of technology, we can produce an example to help visualize what the product could potentially look like.
Step 8: Deliver the entire package to the client
Once you have created all of the assets the client has requested, you are now able to get the package ready to deliver. Remember to create a logical naming convention that makes sense to you and is easily explainable to the client. I have created a main folder titled, "Nibble Kibble Logo Design Package" with three sub-folders shown below. The "Additional Assets" folder will house the carton renders, website banner, email banner, and any other assets you have decided to create for the client. The "Official Logo Sizes" folder will house each size variation you have created for the main logo.
*Remember to export in different formats for the client. For example SVG vs a PNG.
And lastly, the "Product Design Sizes" folder will contain any designs you have created that the client will use on their products. This type of package is not always what the client will request, but it is a great starting point for providing them with everything they need to execute their branding campaign.
Creating a logo package for a client takes dedication, patience, and strategic planning to get it completed within the timeline agreed upon by both parties. If you take the time to follow these 8 steps, you will complete your very first logo package in no time and will continue to create fantastic brand packages for companies across the world.
If you found this article beneficial, be sure to check out the rest of my blog posts here.
The author
Devon Smith
Founder of devoncreates.com
Experienced B2B & B2C, marketing professional.
Additional skills: email marketing, copywriting, SEO, SEM, graphic design, logo design
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