The logo design process for
our own logo, Logofox

The creative brief for the logo design process

Often one of the hardest processes as a designer can be the logo design process, designing for one’s self. Recently I faced that exact challenge when tasked with creating our very own Logofox logo.

As a design company producing logos and branding it was pretty evident from the start that we needed our own logo to look top notch! The fox is perceived to be a artful, wily, cunning animal, that subtly goes about its business.

From brainstorming we came up with several keywords that described the look and feel we wanted to achieve:

• Sleek / artful
• Clever
• Not overpowering

I had already decided on a colour palette as I had a clear idea on the emotion I wanted to evoke. I had gone for grey and deep red.

Sketching and conceptualising

As you can see from my doodling, I played with several different ideas, mainly I was thinking about a clever way of creating an icon from simplified drawings of the fox or the fox’s head. It was these initial sketches that made me think about using a bushy foxes tail (one of its must memorable features) and perhaps the head connected by the Logofox lettering. I now had a couple of ideas I wanted to focus on, but these were initial sketches and conceptualising so I ruled nothing out at this stage.

Digitally developing ideas

As well as sketching by hand I also like to play around in Adobe Illustrator, sometimes an idea can arise from merging or dissecting simple shapes. From this point I then had a clear idea of what I wanted to focus on – the Logofox lettering to make up the fox’s body to be connected with a tail and head to make a complete fox.

Producing the finalised logo design

Now focusing on our chosen direction, it was time to tweak the individual elements to create a harmonious design that flows nicely.
Having played with the tail before the “L” I soon realised that making the tail into the “L” could be interpreted as wily or cunning. And I think visually it would look nice. The original tail is far too thick and looks unbalanced with the fine type. I then refined the tail into a thinner sleek line. I had been fairly happy with the fox’s head early on, so to me, that didn’t need any more work.

Defining the tail and head was a watershed moment. It meant I could see the final logo design taking shape.
I could now experiment with typefaces and move one step closer to the final logo.

So having looked at various typefaces I chose the rather elegant, clean and well drawn typeface – Josefin Sans by Santiago Orozco.
I felt its letterforms matched the flow of the fox’s tail nicely.

So there you have it, the magic behind the logo design process for Logofox. I hope you have enjoyed reading about my working methods. Do you agree with the direction I took this? What would you have changed? Do you like it? Please feel free to leave your comments below.

If reading this has persuaded you to think about your own logo design and branding, then why not get in touch or head over to our affordable design packages and lets get the creative ball rolling.

Filed under Logofox