The Evolving Concept
Design M recently received a call from a regular client who told us he was venturing into something new. He needed a logo and branding built from the ground up and wanted us to take care of all of the print and digital design aspects.
It was to be for an aesthetics clinic called Cosmeticology, and this particular client usually has a clear vision of how he wants things to look and feel which is great as this helps us to develop the idea and deliver the desired end result smoothly.
He already had a strong logo concept in mind, wanting the logo to use the full word ‘Cosmeticology’ in a pretty yet contemporary style, with the use of butterflies and the colour purple. An abbreviated version of the logo which was to say ‘CGY’ was also a requirement, so we kept that in mind with the initial logo drafts.
So, starting with some basic sketches (any excuse to scribble with a biro), a few initial ideas based on the discussed requirements were jotted down, before suitable ones were recreated into the initial concepts and presented to the client. On this occasion we also included a few extra concepts which, although not based on the brief, we felt might work well.
Our client’s initial reaction was that this design was the one:
However, he wanted to mull it over for a day or two, which is always a good idea as having actual concepts in front of you can really help to clarify what you do (and do not) want from your branding.
And so it was that on this occasion, as with many design projects, the brief did continue to evolve as time went on and eventually a lot of the initial requirements (such as use of the full name, butterflies and the colour purple) became surplus to requirements.
Clearly demonstrated a few days later by the final chosen design, which was a significantly different concept and was based on one of our alternative design suggestions:
It was a surprise that the client had gone in this direction but it felt right, especially once we set to work refining the new idea a bit more and developing the brand even further. The CGY logo is catchy, noticeable and in-keeping with the market sector. It looks consistent throughout the website, social platforms and all printed material.
Our client did add that if he ever wants to launch a fabric softener, he’ll be calling us for that first logo, and we laughed about that for a bit.