Monarch Investments Logo Development

Concepting Stage

After interviewing the client for their personal thoughts on what they are expecting out of a logo, I began by defining the project using key words - and then connecting words that seemed to match each other in context. In general, I end up with a verb and an object.

For this project, I had sword/strategy; butterfly/diversification; buildings/portfolio

Rough Sketches

Now that I had some visuals and action words, I could begin sketching out some rough ideas and shake them up. Some logos might not use an image or icon at all, but having that image in mind helps me to choose the right font and begin to morph those letters into something that might be suggestive of that sword or butterfly I had initially written down in the list.

Initial Mockups

This client wanted some type of imagery that they could isolate outside of the name, so I tried tightening up several of my sketches into something that looked like a logo. I design in black and white here because all logos will eventually need to be printed using a single color. If it looks bad in black and white, I personally believe the logo is weak.

Closing In

I had developed an open book/portfolio concept that we morphed into a sort of ‘corner office’ shape. It also appeared like the first letter in ‘Monarch’. We tried different iterations of the same form. In this case, the client wanted to see more dimensionality. Color began to be introduced.

Fine Tuning

The logo had almost been established, but the client wanted to make sure all possible font choices had been reviewed. This stage always becomes a bit repetitive. While I had already made a personal decision, clients usually need more visuals to be confident.

That’s a Wrap

The final logo decided upon, it was time to provide the client with all the possible versions of the logo they may need for the many applications they will undoubtedly have. I packaged them up and sent them out — organized and named descriptively.