Finally, I’m posting my first documented logo design process. I managed to dig out a ton of stuff from the project, but I know it’s not all here. What I’ve uploaded should be enough to quench your thirst for a full logo design process though.
Last summer, my college buddy (Anthony Hatfield) asked for some assistance in creating a logo for a new company start-up called Mmmmm Yogurt. Of course, I took up the opportunity. Almost a year later, the logo is still in use and the company has had quite a lot of success. They now have 2 store locations in Nevada and a mobile a yogurt truck selling their products on the street.
Below you’ll find documented concept designs from the both of us as we interact with the client(s). There were anywhere from 1-4 people on the other side giving feedback which can make things a bit difficult as they conflict. Many lessons were learned…
Mmmmm Yogurt Mission Statement
Our mission statement is incomplete at this time but will state some of the usual things, like: superior customer service, facts about the premium ingredients in our yogurt & yogurt toppings, a clean, vibrant environment, etc. We will also mention some of the things we hope will set us apart from our competition, such as: MmmmmYogurt will offer our customers the largest choice of the healthiest & best tasting yogurts while providing an education about the nutritional ingredients so customers can make informed decisions about what is best for them.
Other key words or ideas that we connect with: Superior, Premium, Gourmet (without connecting with unaffordable), custom flavor blends, other choices like gelato & sorbet, self-serve, not a place to hang out like the wifi starbucks – yet it can be a place to meet or gather at, community involvement – – and we like the idea of being yogurt’s Ben & Jerry without dedication of choice and quality.
Key Notes Taken From The Brief Interview
- Company: Mmmmm Yogurt
- Slogan: YOUR HEALTH – YOUR CHOICE
- Not childish
- Jewel colors, open to colors, nothing dark/depressing
- Quality, Healthy, Fun, Hip, Clean
- 18-30 year olds
- Self Serve
- largest choice of the healthiest & best tasting yogurts and toppings
During the briefing process there were other questions asked. Anthony has a strong background in advertising, so he was thinking ahead in that aspect which is helpful for an identity creation. I cannot share all of the answers, but I will share the list of questions.
- What is the mission of your company?
- Does anything set you apart from your competition?
- What is your target market and ideal customer?
- Do you have any specific imagery in mind for your logo?
- what do you want the logo to say about your company?
- Do you have any color preferences?
Some Inspiration Provided By Client
The Process Of Sketching Concepts
I firmly believe that sketching out your ideas is a must if you want to grasp all of your creative potential. Sometimes I can hit a home-run on the first page, but in this case I did not. After scratching on four pages of my sketch pad, I finally expended my brain.
As you can see on the second page I didn’t even bother filling it up because I didn’t like where it was going.
Digital Concept Sketching
At this stage, we were having some trouble visualizing some of the ideas so we decided to go into illustrator and throw around some shapes. Taking these designs digital also helps the client see through my scribbles.
Evolving With More Digital Concepting & Sketches
After receiving some client feedback, we went back in and brainstormed further to enhance concepts and build on them. A few of the logos had potential to combine with others or incorporate hidden gestures. For instance, we turned the cherries into an abstract face. We also removed the focus from cherries to berries. It really opened up the door to make the color scheme more vibrant.
Client Chooses 3 Concepts
We do a bit of customization with the type face. Ultimately we are trying to fabricate a fun yet organic feel.
Store Front Signage Mocks
They sent over a photo of the store space, and I threw these in just for fun.
Mock Cup Design
They were favoring this logo and wanted us to put it on a cup for a usage sample.
Experimenting With Color
I’m really liking the multiple colors down in the bottom right below. I go ahead and throw it in there just in case the client might change is mind on the duo color palette.
The Client Makes The Final Decision
When working with a team, or even one-on-one with a client, I’ve learned to compromise. In the end, I think we won the battle to get our favored design accepted in the client’s mind. A business will often stick to its guns on a color palette, however as a designer it’s our responsibility to put out quality creative design work. That’s what where we made it count.
Multiple Color Palette
Duo Color Palette
Store Front Signage
The client wanted a classy look conveying universal fun and health awareness so we kept it organic. By eliminating the use of serifs, the brand is left open to children,teens, and adults. How many children’s brands use Times New Roman?
From the beginning we wanted to accentuate rivers of flavor, but in the end we kept it simple. Printing multiple colors can get expensive. Those neon signs aren’t cheap either!
Overall Concept Execution
The slender yet flowing type vaguely reminds me of a smile. I think the logo is easy to describe and the leaf is a nice balanced accent. The design fits nicely on yogurt cups, the truck wrap, website, and the front of the store.
Thanks for checking out the logo design process of Mmmmm Yogurt! If you want to see more of the logo usage check out their website for photos.
You can follow me on Twitter if you aren’t already.