When designing logos, we always remember that the logo is the centerpiece of all visual design elements—the first impression of a company’s brand. Before we begin our creative process, we make sure we understand who our client is (their “essence” or “personality”.) Once we start designing, we consider whether there should be an accompanying icon or mark, or if unique typography and color are enough; it’s all about what’s best for each client and that can vary dramatically. In the case of Arhaus, their updated brand was anchored through typography, color, and a new tagline. With Lumoptik, it made sense to design a representative mark as well. We also make sure that our design will work in reverse, vertical, and horizontal configurations; and has the ability to be expanded into a logo system should our client add products and services in the future.
