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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#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
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Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song- Adam Sanborne

[@erickdavid4257]

I have a crush on Emmanuel's sketchbook.

[@Kevinproducciones2]

@Emanuele Ricci You are not Emanuele of the video :V

[@hyacinthdibley2420]

Erick Rodríguez me too.

[@swaranbains8326]

don’t we all

[@kike1264]

I have a crush on Emmanuel and his sketchbook

[@hujinom]

Erick Rodríguez hahahah it’s an awesome book

[@abdenasserbendahmene5153]

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

[@mariposamarinata]

@Emanuele Ricci big fan :))) great job

[@keywolf23]

@Emanuele Ricci Seriously do you even need an eraser? If so, which??

[@AdrianToddRoss]

DAT BOI GOOD!!!!

[@saybman7976]

@Emanuele Ricci hey man. Why don't you start calligraphy videos on your KZbin channel?

[@noahmukono]

@@saybman7976 fantastic idea. It's a great niche.

[@tvhead4185]

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.

[@photon2724]

if im paying upwards of 100k for a logo im definitly going to be as picky as this owner. They shouldn't be frustrated if their being compinsated this well.

[@mad-0614]

Its hard as a creative to take criticism of your work. But there is where I learned to draw a line between art and design. We are supposed to create a product for a client. So input and criticism should be encouraged and worked upon. Its just so hard not to get hooked on

[@azfaru4367]

Dude this should be a Netflix series

[@obidavidsofficial8651]

Right!

[@axcolleen]

I agree

[@ep1434]

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.

[@mad-0614]

Whenever I listen to "I like this" or "I don't like that" I try to push the client into coming up with something else to say. Something constructive. And besides I believe that even as designers form, should not become before function. And I try to explain why they not liking something doesn't mean it doesn't work for the project.

[@mandovid]

Yeah I always try avoiding talking like that when giving feedback on coworker's work. I express myself the way I want people to express about my work

[@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.

[@dbreardon]

Yep, I was thinking the same thing. Especially in this case where the client initially designed everything from the ground up himself from the brewery to the his logo. The public can also have that perception. Just look at when NBC got rid of their peacock for a simple "N", there was public outcry. Then a decade later they decided to bring it back. But sometimes you just have to move on for the good of the brand.

[@philmckay9973]

it happens....like those home improvement shows where u got to choose between three houses....my friend was in one...they already closed on the property and still got framed as a 3 house scheme. but still, this is showing the work

[@samiiraabdullah8297]

@@dbreardon 1

[@eullersalvi]

Probably if they had heard this from the beginning, Josh and Crysten would have approved the design the first time, but that's just how it is and it's a process.

[@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.

[@nlawson2004]

It’s symbiotic also, let’s not forget, it’s self promotional for them as well and positions themselves as the experts in this field. So it’s win, win, for them and for us. But yeah I get it, I’m grateful for it also, it’s awesome.

[@edenphilemon7459]

shhhh🤫 why are you encouraging them to charge us?😩

[@mellosheep]

Emmanuelle 's sketchbook stole the limelight !

[@TonyRSanders]

This is my favorite show PERIOD right now!

[@Bldyiii]

Tony R Sanders I’m not even remotely in creative field and still love this.

[@joeymalope]

This show is what the design community needed. Thanks Futur

[@marcinmoscicki8868]

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.

[@thecoachchris]

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

[@TheFirstPhilOnYouTube]

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

[@christianbugeja7230]

As far as production quality it's even better than some of the highest quality tv documentaries. That said I find it better off here on youtube, where the creators have full control on what they put out... unlike some programs on tv.

[@abhisekdas4386]

Dude, it's better to keep it as a secret... sshhhhh!!

[@shalalalalpoli]

should be on netflix!!

[@farahali2478]

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!

[@angelikigeorgiadi4317]

Thank you so much for keep publishing this on KZbin! 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

[@fukcg00gle95]

That's awesome! How are things so far? Good luck. 👍

[@nikolasgarcianikomanga]

So real, so painful. Even the most talented people pass through all the steps we as learners do. Thank you for sharing the whole process.

[@alphamentalitypsycology9431]

Emmanuel's sketches by hand are awesome futuristic epic

[@abhayverma8783]

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.

[@EjaxPlus]

i was in aircraft design before and i relate to this problem on my first project. the realization was humbling and it felt like i was doing the work too much for my own vision, not the client's. now i see why many big companies' rebranding barely changed anything in their new logo like dropbox. at the end of the spectrum you have the meme of oversimplified logo, but it is still their old identity in it, hoping to catch up with responsive designs or whatnot trends by successful competitors. it's been 6 episodes in and i am truly thankful for the amount of exposure you guys willing to share, i learned a lot.

[@georgepauliii4836]

The editing in this is great. You guys ended right when I wanted more. Talk about needing to level up your process. But that's what makes you grow. Thanks for the eye opener.

[@hotcocomama08]

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!

[@likeluvful]

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

[@bobloss91]

This series is absolute gold. Been freelancing as graphic designer one man. I've learnt sooo much. Stylescapes is something I never did or honestly, even knew was a thing (never learnt this in college) but now will implement in my process. This is changing my life. Been struggling alot creatively. this just brought back a spark. Thanks for this guys!

[@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.

[@imani828]

as an up and coming designer this is the best series on youtube

[@thefutur]

Thank you

[@LorIanIriE]

The education I get from The Futur's videos is priceless. If I had half of the knowledge The Futur imparts on KZbin, in undergrad, I would be so much further in my business. The utter transparency in the design processes is insightful and comforting. THANK YOU!

[@itsgivingkyle]

This is amazing. An inside look in conversations with client and the crew. Invaluable content right here.

[@MrAudioClash]

These are amazing! As a freelance designer the depth of knowledge and most importantly to see the costumer interaction and the real back and forward of a project is amazing!! Thank you so much!

[@FaithlessFlight]

You really hit the nail on the head when you say a modern logo should not aim to 'explain' but to only 'identify' - definitely something that most business owners I've dealt with struggle to deal with. They want their logo to have EVERYTHING on it, explaining EXACTLY who they are, which in turn confuses their customers and stops their logos from having any sort of memorable impact or brand recognition. The most important logos of our era are simple and minimalistic, saying the most without saying anything at all. A perfect example is Off-White's diagonal lines - although they may not be 'original', when you see it, you are able to instantly recall and identify the brand and the brand it represents; although the logo itself provides no explanation.

[@miae564]

Hey guys (the futur) i just wanted to say thank you. Thank you for Helping me out of a dark place . I was really depressed because I thought I wouldn’t be strong enough to be more than I am now. You guys really woke me up out of hibernation - i realized that I have this passion that got lost a bit because I’m working in a „mass production“ web agency , which I’m just not happy at.. Design for me is not just some job, it’s a passion. You guys helped me realize what I want. I want to become a great designer and I want to improve more and more every day. For the first time I feel motivated again and happy. I will continue watching your videos and will apply for communication design next year (in a German university/ academy) and finally live an exciting life ! :D Keep going your content is soo powerful !!! ✨

[@SylionGFX]

This is inspiring. As designer who has been working in the field for almost 6 years now this really helps in understanding client's needs and how to approach them when they are in need of something new and relatively something they're attached to. Great Video 🙌🏽

[@deSeriosa]

The amount of work and the people involved! They went through hundreds of different designs. I swear this could be thousands of dollars.

[@thefutur]

Tens of thousands.

[@sibasisrath6774]

I found this channel today and I can't express how happy I am. I have been looking for something like this. Thank you guys.

[@justaskforbobdesign]

You guys @The Futur have nailed it, all what you are doing is just AWESOME I don't feel alone anymore, and you are also contribuiting to make the understanding for us FREELANCERS to think seriously about having a TEAM, having a team helps you not to "digest" goods and bads all alone, we designers need to start thinking , acting and working more like Navy Seals teams

[@jacklevingston8125]

Love the new series. Im a designer in ireland and i always get the same thing where a customer is happy with a design then just emails a day later and changes it haha

[@arcanehydra3151]

been watching over a year. You all are geniuses. This show is amazing.

[@erminkadic]

This is better then Netflix. Quality content, time well spent!

[@bambowers8177]

This is great!...You guys are creating that excitement we use to feel waiting on a new weekly episode on television. I see why ppl are saying YT is the new TV.

[@ShazzMack]

Exactly. Would have loved even more of the design process and discussion.

[@tonybarzuna]

FACTS!!!! Haven't felt that in a long time in youtube and you guys are bringing it backkk

[@Tallontherocks]

This is so real. Ultimately the client wants what they want.

[@slicerabbit6166]

but is what they want what they need?

[@Ottersauce]

Eh they are paying for it

[@the_bunnyknight4056]

Im just starting freelancing on logo design so im like learning a hell lot from this video. Thanks y'all!

[@rezqyllahsafitri4019]

I watched this series over and over again, never get bored... please provide us with more of this thing. or maybe just make a Netflix series dude, you guys are outstanding!

[@lenamorgan6813]

You even admitted fault in this episode which reflects integrity within your company. That's really great.

[@jaykingman641]

Omg it’s reassuring to see this happens at Blind and not just with us!

[@artofplopez]

You guys truly are a guiding light to the design community. I cannot thank you enough!

[@kreativwhim2239]

It was cool to see them give usable feedback. They were able to explain what they like and don't.

[@TheJoelCook]

I love how real this case study is. It's not some "everything goes perfect for the perfect client that loves everything with no edits". It's great seeing actual feedback/pushback that other designers can relate to 👏👏👏

[@Guez_art]

I can totally relate to this episode. After working with a client on re branding their logo based on his ideas, now we are back to square one, but it is our duty to comply with the client and what they want, at the end of the day, THEY have to be happy with their logo.

[@hiphopotamus]

Hey guys, appreciate the series. This is basically a tutorial, if you know how to apply it to your own clients. I’ve gotten pushback about a logo being “too basic” or “not having meaning.” I’ve learned from Beirut, Haviv, and TheFutur that logos should be IDs not explainers. But where do you draw the line and solve the problem of a client wanting something more eye popping/meaningful? Human emotion and response can’t always be dwarfed by “principles of design”. Rules are meant to be broken, as long as its in good taste, right? I’m really excited for next episode. Thanks again, and Matthew, your articulation and use of descriptors is bar none. Every time you describe something, it hits! Big inspiration to a fellow Filipino.

[@eftihisbotonakis7204]

You guys upload tons of great content, a lot of which we don’t even know we need. This series right here however is a money maker, what all of us young designers want to see. I think it’s going to be your most popular series yet! KEEP IT UP!!!

[@DrewSevan]

I’ve been here many times and this is why the branding process can be difficult. The client letting go of a previous look and jumping on board of a new concept isn’t always a cake walk. This exact scenario is why graphic designers need to thoroughly price a branding job correctly.

[@tarirocoffee5026]

Emmo's Handlettering's awesome brings a rich new feel to the project.

[@heloyou2b]

Keep it up guys! Do more content like this. Showcasing the experiences you have as a creative leads on the real projects is a very good idea

[@nelsonbolivar7171]

This show should be on TV

[@cesarcastro2037]

Oh Guys! I should expect that customer reaction! Every episode gets better and better! I set the alarm to catch up every new episode. And then I view the video a couple times more to take notes and improve myself.

[@lysec9672]

I love observing the interactions with the team and how you guide them through the design edits. Great team work.

[@Weeblewobb]

Ah it's great to see the ole pencil and paper. I'm a UI Designer and through my career of UX and UI, you get caught up in the screen. Doing some personal projects that involve more hand down work and exploration, it's so rewarding and fun.

[@cweb1988]

this series is SOOOOO good. Walks me through the ENTIRE process thoroughly. I hope you guys keep doing more of this. I learn so much.

[@8806gavin]

I love the hand drawn round version. Especially shown on examples. It's so CLEAN.

[@andrewsmistadedwards5466]

I don't know about you guys and gals, but whenever I sit down to watch this, I'm fully rigged up with notebook, pens, pencils, a secondary screen, EVERYTHING - cuz this show sparks me! It ignites me ideas for the projects I'm currently working on in my Bachelor Project of Graphic Design! Thank you, thefutur - you're really helping me seeing all that I've learnt and more during these 3 years at school - applied in action with real clients :D Gold gold gold

[@facecrunch]

Thanks for doing these.These videos are so valuable for us in the design world, and it's so awesome that you are giving this content away for free. I hope to see a second season. Keep it up!

[@MaiiyamR89]

I am in LOVE with Emmanuel's skills!!

[@KingParzival]

Why is this customer's voice the most calming thing I've ever heard

[@bigz132]

if you keep this series going! OMG LOOOOOL this is heaven

[@ryanleedandan9731]

You guys are my biggest mentors when it comes to this topic, I would raise my two hands on your expertise.

[@davidbuckingham435]

a bit late finding this series but super helpful! It was so awesome to see all the different ideas from the designers and then watching you guys critique them properly, and giving you thoughts as to why they do and dont work. That was suuuuper helpful and was good to practice along with you.

[@CREDOMALT]

This was another brilliant episode. I’ve experienced that feeling many times where you feel a logo is practically approved with only minor tweaks needed and then a complete curveball comes from the customer. I’d be really interested to know what your contract lists out for the process beforehand and what is and isn’t included in what I’m assuming is three rounds of changes. What constitutes the end of a round of changes? What if after three a final decision isn’t made is there a pre agreed fee for a fourth round? Super valuable stuff team. Thanks again for all your efforts

[@jonnyboyGO]

THIS IS AMAZING!! So professionally recorded and narrated. It felt like I was watching a TV show on cable lol. Absolutely fell in love with this series and can’t wait to find other episodes with other jobs you guys took on!! 10/10

[@matthewbowker1350]

I've watched this series 4-5 times all the way through and every time I learn something new!

[@marifer216]

That is the process of design, in the end you are there to help the client and you go with what they are telling you. Pushing them a bit to consider a wider vision but in the end is their company, they are the ones living with that identity and logo. I feel the owner just needs to give new meaning to the new identity, unless the tree really brings them joy, although I kind of remmember the owner saying he just liked the tree and that´s why he placed it in the logo. But anyways, this series one of the greatest content I have seen showcasing the process of design, great to watch, thank you!

Wonderful work and it is magic to witness analytical, highly creative minds at work. I love how your team tackles the process of problem solving.

[@shawnburke1516]

Love this series. Can’t wait for the next episode. I kinda agree with the customer that the tree should be involved somehow, could be a secondary logo or something. Not sure if it was edited out but it didn’t seem like they were given very many options for the logo. The typography artists sketchbook was loaded with great options.

[@niajeannine]

who KNEW so much thought and creativity and discussion and debate and total collaboration goes into a logo!!! I LOVED the show and I learned alot...to spend some time thinking about identification..not explanation of my logo!

[@timmaholic]

I swear this is the best show ever

[@josue_dsgn8643]

Ben burns looked like he was interrogating the client while presenting the logos lol (so where is the dead body!!? ) lol haha ...great episode

[@a.b.h.i.j.i.t.h]

Lol thought the same

[@sincord1]

Well he was a cop before he became a designer lol

[@Swiss7599]

His whole demeanor was like "just choose one already so we can proceed goddammit!"😂😂😂

[@gaschneidr]

LOL where is the dead body, good one

[@nikhilverma1396]

Hahhaahhahahahahhha.... Yeaah... Like in a dark room and a yellow light above his(Josh) head!

[@rahulbhogal1336]

I can understand the pain with the last-minute change, but to be honest I think it shaped up a much better mark towards the end. Sometimes that little push, that little challenge is what we need. Regardless, you guys executed it impeccably!

[@NettasMovies]

I love these videos! I'm in my 30th year in this business and it's almost comical how universal the process/evolution of a logo design is. I kept nodding: "Oh yes. That is so true!" Great creative work from your whole team. Staying positive, flexible and focused when a client shifts gears is a huge skill, and you guys have mastered that. Really impressive.

[@MsGabimusic]

great video. as a beginning designer i really strugle with how to present the different designs i come up with. its such a gentle subject. i dont want to confuse theclient but also show the different options and finaly get to a point where they decide what fits them. i feel i really need more understanding about the presentation and this video opend up my aprroach towards it thank you!

[@taina313]

Finally something to watch that is productive, educational and entertaining. I don’t feel like I’m wasting time like I do with other KZbin’s

[@thefutur]

Thanks

[@phraz101]

I think seeing this reaction to the logo is so much better than if the client had gone 'yeah this is great' and everything had just gone swimmingly. This way we can learn a lot more from how you adapt / overcome client objections, and implement this in our own processes. Awesome work Blind / The Futur!

[@ajamcdaniels9819]

This show has been so amazing! Helps to know that I'm on the right track with my client relationship process. Also, I'm understanding ways to manage a design team as I plan to bring on employees/contractors in the furture. What's mostly refreshing is to see that even as an award winning brand, you guys still get nervous for meetings and still have the same client struggles as small business designers. Can't wait to see how you tackle this last revision.

[@niccolowmusic1092]

Really dug the Cornerstone logo. Thought it was the best. Love the handrawn work!

[@laurenmulligan9902]

LOVE this series! Thank you for being so generous with your insights and process.

[@EchoExchange]

This is the stage of the series we've been waiting for. We all know the process of developing a project. But dealing with a client that flips or has that change of direct so close to the end- and finding an appropriate solution, is what was want to learn.

[@GyanAddict]

At first this process seemed a bit overwhelming to me, like so many people working on a logo and brand, but when they presented their finished mockups, I was baffled and every dot was connected. Great job guys. I loved the horseshoe style logo.

[@donharry20]

Emmanuel is one talented guy! WTF? how is it so clean???

[@charming_and_granite]

If you're familiar with storytelling, then you'll know that after Josh rejected Matt & Ben's logo that the stakes have just been raised. In a movie, this is the part where we find out that the bomb which took the entire film to create didn't successfully blow up the asteroid that is headed straight for Earth and a guy dramatically pulls off his glasses and says, "My God." I'm hooked! Love this series!

[@vaizluca]

XD yes!

[@noahmukono]

Bridging the Gap was just the one! Perfect if you ask me. I'd rock a tshirt with that all day!!!!! Emmanuels Sketchbook 👍👍👍👍👍

[@breppbrepp]

Love this series, so so good. My favorite logo would be the top left logo on the right page on 8:45

[@factumDiabolus]

Mine too...was surprised how it got zero attention.

[@theMK7]

Emmanuel's sketches are amazing 😍

[@Dangfoo1]

Yes! Looked like their might be some drama this week with the client. Waiting anxiously to see.

[@artessbs9418]

I feel identify with this process and also you guys change the way i think when i gotta make a logo, i really love this show, and i cant wait to see what's next. Favorite show ever.

[@manda9mu]

Emanuele´s lettering though... looks so tight and impressive just in his sketchbook

[@plushcad]

Enjoying this series, always nice to get a peek behind the curtain and see how others work and also see that you guys get the same type of client feedback we all get. Also loved seeing the sketches by Emmanuel.

[@JohnnyBenavente]

Guys thanks so much for this series. Its my favorite show and I am learning so much.

[@skooterbob]

This is a nice snapshot of the ident design process, I wish all of my client interactions were that smooth. Really am enjoying these episodes.

[@danewilliams8890]

19:30 such an amazing eye to notice such a minimal imperfection. But I suppose you cannot teach experience. Yet again, so inspiring. Great work guys

[@TravisTraps]

emmanuel is a straight MONSTER!! Oof, that feedback at the end hurt, one of the big things I learned from Logo Design Love book, is not to forget the brands old image as equity. I know they had sat down and walked through many options with the clients over a period of time, but had incorporating the tree been done from the beginning, would have saved loads of time, but everything is 20/20 in hindsight. Can't wait to see the solution, cheers.

[@rajdhillon3483]

Love this series! Just so honest. Thanks for sharing that knock back at the end. I’m sure a lot of us can relate.