How We Create the Perfect Logo

Where would you start if someone asked you to make them a new logo?

Creating an image that fully characterizes a business, entity, or product is no easy task. A good logo should represent what a company or organization stands for, call out its positive attributes, and, most importantly, be attractive and memorable.

Thankfully, Blue Compass has a lot of experience when it comes to logo design. Below is a first-hand experience of our logo creation with FarmChem Corporation.

Vision & Direction
We were approached by FarmChem to update their current logo. Before our artists hit their sketch books, we met with the FarmChem team to go over their input, vision, and direction for their new logo.

Making sure we understood everything the client wanted to portray on the new logo, we sat down with the client and discussed all images, principals, attitudes, words, and feelings they would like to people to associate with their new logo.

From our discussion, the main strategies of the new logo were to display FarmChem's ability to use technology and agriculture hand-in-hand, and provide a fresh and bold design that would capture attention. Also, FarmChem didn't want the design to stray too far away from their current logo since they already have a strong identity with consumers.

Sketching Ideas
Blue Compass' artists immediately began sketching out ideas. It's important to come up with as many ideas as possible. While many of them may not be any good, it's quantity over quality at this stage. The more random sketches you have on paper, the more ideas will come to life. Quantity becomes the key in finding out what stands out amongst the crowd, as well as a tool to see what elements of the logo designs produce a reaction. From that point, the better designs are enhanced and refined to create logo that has purpose and function.

Providing Designs
For this particular project, Blue Compass provided the client with four logo designs. The four best sketches were then taken into the computer and translated into high-quality graphics. Our first logo design was very similar to the original, in case the client was more comfortable not straying far from their current identity.

The other three designs push FarmChem's identity to farther levels and incorporate more of FarmChem's relational use of technology and agriculture, as well as display their principals.

Finally, the client reviews the logos. In this case, FarmChem client decided that the 4th logo was exactly what they were looking for. FarmChem also liked that it contained elements from the original logo. The three lines had symbolized technology in the old logo and are used with the same function in the logo's new form. It's fresh, simple, and attractive, symbolizing a unity between technology and agriculture.