Logo Design Process with a Client – Building A Brand, Ep 6

What is logo design? How do you design a logo for your company? What is the logo design process? How do you present your logos to clients?

A Logo helps identify a brand in the simplest way possible. It can convey emotion, reputation, and a plethora of other feelings about a brand. When done right. In this episode, Creative Directors Matthew Encina and Ben Burns will work with designers at Blind– Emily and Min, to create logo explorations for Hamilton based on the visual direction the client has chosen. A new designer, Emanuele Ricci, will join the group and work on a hand-lettered logo to try and match the craftsman aesthetic Josh and Crysten have expressed a fondness to.

🎬 Episode breakdown:
00:51 - Previously On
01:21 - The Designers get their assignments
01:38 - Refining the final Stylescape
02:00 - What is the Logo Design process?
02:48 - Emanuele Ricci's background
03:27 - Emily presents her first round designs
05:10 - Min presents her first round designs
05:34 - Why have a simple, easily identifiable mark in the logo?
07:07 - Emanuele presents his first round designs
10:57 - Matthew and Ben decide to focus on the hand drawn logo
11:30 - Ben and Matthew give feedback on Emanuele's work
13:05 - Ben and Matthew present the first round logo's
13:41 - Breakdown of the 4 logo's being presented
15:00 - Josh and Crysten give feedback
17:18 - The group talks about colors
18:55 - Matthew works with Emanuele to revise the horseshoe logo
20:22 - Ben sends off the revisions to Hamilton
21:06 - Josh replies back with an unexpected curveball
24:08 - On our next episode

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Follow us:
@mrbenburns
@matthewencina
@thefuturishere
@manuricci_ (hand lettering artist)

Learn more about Hamilton Family Brewery:

#BuildingABrandShow #BrandStrategy #Stylescapes #TheFutur

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A note on Stylescapes:
The “Stylescape” (mood board) is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.

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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne

[erickdavid]

I have a crush on Emmanuel's sketchbook.

[abdenasserbendahmene]

Wait, why is nobody talking about how CLEAAAN Emmanuel's lettering is?!!

[tvhead]

I got frustrated for the head designers when they talked about the disapproving email. But as soon as I saw the way they took the denial and rationalized it as a good positive thing to stay in the bounds of what the customer asked for. It really made me rethink how I personally take criticism. Blind guys are extremely professional and flexible.

[MihaiDolganiuc]

"Secretely nobody wants a new logo, they just want their old logo back" I've heard this some time ago in a talk of Michael Bierut, and it stayed with me since.

[mellosheep]

Emmanuelle 's sketchbook stole the limelight !

[wriddhihazra]

This was life changing, felt like a real exposure inside the real industry. This is such a valuable experience posted on the internet for free, it blows my mind. People should have to pay for this. You guys are angels.

[ep]

As a young designer, I really appreciate how considerate they are when they communicate. Theres a real respectful constructive criticism vibe they have. A lot of times you'd hear stuff like "I hate how this looks, " or "it should look like this instead." Idk, Its just refreshing listening to them discuss their different points of view.

[joeymalope]

This show is what the design community needed. Thanks Futur

[TonyRSanders]

This is my favorite show PERIOD right now!

[TheFirstPhilOnYouTube]

This should be on TV. Fantastic insight into the design process.

[farahali]

You guys have no idea how much these videos help a small struggling freelancer still trying to figure stuff out. Keep doing what you do! <3

[marcinmoscicki]

Damn... it is so great that you show the process - especially that with refusal, changes, things like that - it is very easy for designers to identify and to understand the pain.

[angelikigeorgiadi]

Thank you so much for keep publishing this on Youtube! I could never find any better guide than this. Thanks to your videos I decided to find the strength to start preparations for going freelance as a self-taught designer and these series are like a gift from heaven :D

[thecoachchris]

As a small business owner, these videos are motivating. Having the revenue for the full brand overhaul would be amazing.

[likeluvful]

Emanuele's hand drawn logos are outstanding. Love all of them.

[hotcocomama]

Oooooh, plot twist! It really is hard to let go of what has worked for you so far and accept and embrace something new and great, but unfamiliar. It will be interesting to see how this gets resolved and how you end up reassuring and encouraging the client. Another great episode. Worth the wait!

[abhayverma]

I love how Emmanuel hand crafted each and every alphabet of the logo and those tiny details at the outline of the monogram.

[chakigun]

I felt like I was watching a premium Netflix Original docuseries episode. You know, that cinematography, narration, content.... Great job guys.

[alphamentalitypsycology]

Emmanuel's sketches by hand are awesome futuristic epic

[JoelBoissonneault]

Personally, i loved 'Cornerstone'. It even gives a nice nod to the original logo. The designers are great, and all bring something to the table. I'm not a pen to paper designer, so seeing Emanuele's approach was awesome. Keep up the great work guys! Finding incredible benefit from this series.