How a graphic design firm developed a client’s logo idea and remained faithful to excellence.

vortex-miami-brand-design-fetch-data

Services Provided

  • Concept Development
  • Design and Layout
  • Artwork Development
  • File Prep

Fetch Data hired Vortex Communications to develop a logo for their business analytics consulting firm. The client came to the Miami-based design firm with a very clear picture of what they wanted. In this case, a graphic interpretation of the company owner’s pet boxer.

Tom Weinkle, design firm Creative Director shares, “…contrary to what many designers think, a successful outcome in these situations isn’t about the idea, it’s in the execution. Weinkle continues, “whether the idea is ours or not doesn’t matter, excellence is what counts.”

The first step in the process was to gather input from the client. Because the client did not have the drawing skills to share their idea, the Vortex team assembled a large range of solutions and categorized them by style and concept to share with the client. “It was kinda like a case of… “your getting warmer”, or no….”your getting colder”. The client and design team had some fun with the process and that helped to build trust and rapport. The research wasn’t about finding something to copy, it was about giving the client a visual vocabulary to work with. After an hour, we had a very clear picture.

The second step was to develop initial designs and include the client in the process. The team spent a few hours doing several studies using different techniques from pen and ink drawing to digital line and shape conversions to see what would give us the best result.
Vortex shared the results of their studies as part of a preliminary review. Including the client can be helpful, it allows the designer to make minor course corrections without wasting time pursuing ideas that don’t have traction. “The other advantage”…Weinkle says.. “is that these in progress sessions become an opportunity for us to provide insight and feedback. Generally, we find clients listen if they believe the design firm is truly invested in the process.”

The third step was to be diligent about reaching a mutually satisfactory outcome. Vortex won’t compromise on quality no matter who gets credit for the idea. Weinkle offered, “This was a project where we needed to check our egos at the door.” Vortex judged their work objectively, based on goals we had set up in the first client meeting and then added our own sense of what would make the solution even better. Tom adds, “There were times when reaching a final design solution seemed elusive, but we stuck with it. I don’t think the client expected what they ended up approving, but it felt right to them, and we were all thrilled.”

Vortex has handled over 13,000 projects with a very high success rate for a variety of applications and business sectors. Their wealth of experience and strong vendor relationships helps the team make design decisions that are both creative and practical while avoiding the pitfalls of rush work. Weinkle added, “Clients come to us because they want it done right the first time.”