What's included

• KICKOFF MEETING

  In this meeting we will further discuss the client’s business, target audience, competitors, industry, and core values. This meeting typically requires one hour of time. Following the meeting, I will continue research on all items discussed in an effort to generate initial ideas for the client’s primary logo design. INCLUDED IN THIS ENGAGEMENT 1 client kickoff meeting (approximately one hour)

• RESEARCH & MOOD BOARDS

  The objective of this phase is to help me fully understand the client’s target audience and competitive landscape. I also begin development of logo mood boards and concepts to help guide the design in future phases. Mood boards include a collection of design elements that provide initial images, concepts, colors and styles proposed for the general “look and feel” of the visual identity. Round 1 typically includes 3 mood boards delivered to the client in digital format for feedback. I will gather client feedback before moving into the actual logo design. INCLUDED IN THIS ENGAGEMENT 3 mood board designs (2 rounds of feedback)

• LOGO CONCEPTS

  Using inspiration from the approved mood boards, I will create rough logo concepts. These will either be hand-drawn sketches of the logo or digital black and white concept ideas. The logo concepts will be presented to the client to establish general logo style. Client feedback will be gathered prior to beginning full logo design. INCLUDED IN THIS ENGAGEMENT 7 initial design concepts (2 rounds of feedback)

• LOGO DESIGN ROUNDS

  I will create multiple logo concepts based on the selected sketch/rough logo concept. I will collaborate with the client to refine the logo until it matches client preferences within the number of rounds defined in the statement of work. INCLUDED IN THIS ENGAGEMENT 3 initial logo designs (2 rounds of feedback)

• FINAL PRIMARY LOGO DESIGN

  Working with the client for feedback and approval, I will create the final “Primary Logo.” This version of the logo will stand as the main visual identifier for the brand. INCLUDED IN THIS ENGAGEMENT Finalization of primary logo design

• SECONDARY LOGO DESIGNS

  Following establishment and approval of the Primary Logo, I will create applicable logo variations to accommodate future marketing needs. The logo variations often include vertical version, horizontal version, icon mark with text and without, black on white, white on black, and so forth. INCLUDED IN THIS ENGAGEMENT Supporting logo designs as dictated by the needs of the final primary logo design

• LOGO FAMILY PRODUCTION

  The final logo designs for both the primary and secondary logos (i.e. logo family) will be exported into common file formats for delivery to the client. In this phase, I will clean up the logo files by converting text to outlines, removing stray design elements, converting color swatches to spot colors and other production refinements necessary to create clean files for delivery. The clean logo files will be delivered to the client in EPS, JPEG, PNG, and PDF formats. INCLUDED IN THIS ENGAGEMENT Final preparation and export of all logos in standard file types

• STYLE GUIDE

  A Style Guide is created to establish the basic rules for the final logo family. This guide is critical to ensuring that the identity system is treated consistently by all designers, marketers and other staff who create any branded materials. INCLUDES GUIDELINES FOR: • Primary Logo Usage • Logo Usage Restrictions • Secondary Logo Family Usage • Typography Standards • Color Palette Standards (CMYK, RGB, HEX) INCLUDED FOR THIS ENGAGEMENT Style guide design (5-8 pages delivered in PDF format)

• STATIONERY DESIGN

  Stationery is most often the first element used in a brand rollout. I can create a stationery package to help you start to market your new brand. INCLUDES DESIGNS FOR: • Business Card • Letterhead • Envelope INCLUDED FOR THIS ENGAGEMENT Design of business cards (2 rounds of feedback) Design of letterhead (2 rounds of feedback) Design of envelope (2 rounds of feedback)

• MERCH

  Merchandise designs are created to establish a consistent user experience for the customer. Merchandise is critical to convey the brand identity system reflected through all touch-points. Thoughtfully designed packaging will help ensure customer retention. INCLUDES DESIGNS FOR: • Primary • Secondary • Tertiary INCLUDED FOR THIS ENGAGEMENT Packaging designs (delivered in PDF & EPS format)