These key attributes provide design constraints so that certain design directions can be eliminated. For example, a healthcare company whose key attributes include the word ”compassion” probably wouldn’t be well served by a logo featuring a pixelated rendering of a heart. That same illustration might be perfect for a company whose key attributes include the term “high-tech.”
I start designing logos with pencil thumbnails. This lets me put lots of ideas on paper quickly and easily so I don’t get so far into a direction that I’m reluctant to admit it isn’t working. From there I choose the directions that show the most promise and start fleshing them out on the computer. Once I feel I have a nice selection of options, I’m ready to show the client.
Very rarely is the final logo plucked, unaltered, from this first round of options. Usually a round or two of revisions follow, with adjustments to the icons, colors, or typefaces. Once the logo is finalized, I provide the client with .eps, .jpg, and .tif files of the logo, in color and black, and in different configurations (centered, flush-left, etc) if appropriate.