I’ve recently had the pleasure of designing the A-List Blogging Bootcamps logo for Mary Jaksch of Write To Done and Leo Babauta of Zen Habits and in this article I will guide you through my design process of creating the logo as seen above.
This article was originally written for those enrolled in the A-List Blogging Bootcamp and has been edited for display on Just Creative Design.
A Brief Introduction
A-List Blogging Bootcamp is a website that offers series of short, live, online training courses for bloggers. For more information, please check out the A-List Blogging Bootcamps website.
Getting The Job
Mary first approached me after getting a referral from James Chatrand about my design services. After Mary had checked out my logo design portfolio and told me what she needed, I directed her to my logo design questionnaire which allowed me to accurately quote for the job at hand.
After the paper work was out of the way, it was time to start researching for Mary and Leo’s logo design. This included looking up their competitors, researching their industry and searching for other logos of similar context.
Brainstorming & Conceptualising
After the majority of the research had been completed, it was time to get creative. Based on the design brief and research conducted, this is where I let my ideas run wild. I brainstormed and sketched down my ideas and then experimented with them on the computer. I also had breaks between these sessions so I could reflect on the designs and have a fresh perspective – this is a crucial part of the logo design process.
When conceptualising, some designers get too concerned with the graphic style and image of a piece (ie. try to depict exactly what the business does) while others such as myself try to convey a deeper meaning or some sort of visual puzzle into the logo. A good example of this would be the well known FedEx logo, designed by Lindor Leader… did you know about the hidden arrow found between the E and X?
For the A-List Blogging Bootcamp logo I also wanted to create a visual puzzle. Before reading on, try having a look at the completed A-List Blogging logo below… what do you see?
Do you see a star? A man? The letter A? A man above a podium? A light shining onto a man? A globe? These things mentioned are all open to a matter of interpretation though I am sure you will see at least a few.
All of these symbols have meaning that relate back to the A-List Blogging Bootcamp’s purpose. The star symbolises being a star (think A-List celebrity), a man symbolises a blogger, the letter A is a reference to the blog title, the light shining down onto the man shows that the blogger is the limelight, etc. You can look into as much as you like – it’s all up to your interpretation.
When creating a logo design, there is a lot that goes on behind the scenes that one usually never sees… below you can see some of my many experimentations and logo variations. Please keep in mind that these are just my experimentations and were not shown to Mary or anyone except myself.
At this stage I work without colour to ensure I focus on the shape and concept of the logo, not the subjective & distractive nature of colour.
After a lot more experimentation and liaison with Mary, the logo was narrowed down to six variations. From here, I experimented with colour choices and narrowed it down to a burnt orange, grey and white colour scheme which Mary loved. The colour scheme reflects the site’s purpose quite well making it fresh, vibrant and authoritative.
Above you can see the logos in black and then the burnt orange variations below.
I presented what I thought was the strongest logo (the middle bottom logo) to Mary & Leo and this was their reply:
We both love it!
After the logo was completed it was time to work on the typeface. After a lot of experimentation, I opted for the skillfully crafted FF Meta Bold Caps. This typeface was chosen to complement the rounded logo and to show that the blog was authoritative, not via the use of capital letters but via the use of Small Caps (a way to prevent capitalised words from appearing too large).
The emphasis of the text was placed on the words “A-List Blogging” with a complement colour of grey for the word “bootcamps”. This was done to split the rather long name up into easier-to-read sections which in turn, make the logo easier to implement on the A-List Blogging Bootcamp’s website. (The web designer slightly adjusted the logo on the website so it appears different to what you see here.)
Final Logo Design
Here is what Mary had to say about her time working with me:
“I struck lucky with Jacob Cass: his logo design process is intelligent and intuitive. The finished product is a splendid logo with many layers of meanings – all condensed into one image. If you are looking for a logo design, entrust yourself to Jacob. The end result will be not only a striking and beautiful logo, but one that carries all the subliminal messages you want to convey. It doesn’t get any better than this.”
Comments are welcome, as always.