Building A Brand – Designing A Logo, Episode 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 too.

🎬 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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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
Futur Theme Music – Adam Sanborne
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne


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