Initial Logo Concepts: What They Are and Why They Matter

Initial Logo Concepts: What They Are and Why They Matter

Initial Logo Concepts: What They Are and Why They Matter

The journey towards a logo is a collaborative process, one that begins with initial concepts. Here’s how we incorporate them into our signature branding process…

December 01, 2023

Words by Marbury Team

Photo by Daniel Faro

The manifestation of a visual identity begins with a single mark—the logo. It’s not just a symbol; it’s the visual embodiment of a brand’s strategy, values, and aspirations. However, before the logo takes its place as the face of a business, it goes through a crucial phase: ideation and exploration. This is where initial logo concepts come in. Every agency has a different way of introducing these concepts but at Marbury, we always present a minimum of two variations that will ultimately influence our direction moving forward.

It doesn’t come down to beauty, originality, or style but to how accurately the logo reflects your values as a brand.



How We Form Initial Logo Concepts

1. A Blank Canvas

Initial logo concepts begin with preliminary sketches, drafts, and visual explorations that give us a sense of direction for the final product. At this stage, we work from a blank canvas held up by strategy. We free ourselves from constraints to allow creativity to flow unrestricted. 

While we deliver 2 or 3 of the strongest concepts for you to review, there are typically tens (if not hundreds) of variations behind the scenes. These first rough sketches are often vastly different from the final ones. All the trial, error, and exploration bring us to the finished work in a strategic but unexpected way, keeping us surprised with every project. 


2. Filling in The Details

We use this phase to explore various visual elements like typography, color palettes, and symbolism that could deepen the brand’s essence. If we think of the branding process in terms of art, this is where a sketch comes to life. We give it color texture, and meaning to enrich its connection to the overarching brand narrative.


3. Alignment with Brand Strategy

Your brand strategy, which will always be developed ahead of initial logo concepts, is how we measure the strength of a logo. It doesn’t come down to beauty, originality, or style but to how accurately the logo reflects your values as a brand. Before selecting an initial concept, we measure it against the backdrop of your strategy to evaluate its alignment. We will only move forward once we feel we’ve landed on something true to your brand.


Why They Matter

1. Defining Identity

A logo is more than just a graphic; it’s a storyteller. The initial concepts lay the groundwork for your visual narrative, defining the pathway we’ll take.


2. Client Collaboration

This phase involves collaboration between the branding agency and the client. It provides an opportunity for feedback and ensures that the final logo resonates with your vision, mission, and business goals.


3. Adaptability and Versatility

During the initial concept phase, we consider the logo’s adaptability across various mediums and contexts. A versatile logo maintains its impact, whether on a business card, a website, or a billboard. We also use this time to mock up each concept in the print and digital applications that align with the unique needs of your brand. Clients often find that they love the way one logo looks on a tote bag but prefer how the other looks on a business card. By exploring how each concept interacts with real-world applications, we can fine-tune and refine your logo to make it a powerful and versatile symbol that resonates with your audience across all touchpoints.


4. Differentiation in a Crowded Market

In a saturated market, a distinctive logo is a powerful tool for brand differentiation. The initial concepts allow for the exploration of unique elements that set the brand apart and capture the audience’s attention. We often present one experimental concept and one conventional concept. Both are designed with differentiation in mind, but they each give you the opportunity to define your comfort zone in a new way. 

The evolution from initial logo concepts to the final design involves refinement, feedback, and meticulous attention to detail. It’s a collaborative process that ensures your visual representation aligns seamlessly with your brand’s narrative. It is one of our favorite parts of the process, both creatively and strategically, for this reason. Your brand starts to feel alive once the initial concepts are in motion. 

In recognizing the significance of initial logo concepts, we also have to nod to the role of brand strategy. It’s where our ideas flow from and what allows the process to unfold smoothly. We always recommend that our clients receive and review their visual identity with a measured eye. We want you to look not just for beauty but for connection. Which concept reflects your brand more clearly? Which one tells a story? How will your audience perceive the design? These are the kinds of questions we want you to ask throughout the process, all of which can be answered by returning to strategy. 

If you’re ready to bring your brand to life in a meaningful way, our 2024 calendar is now open for new projects. Click here to inquire about our Brand Strategy service. We look forward to connecting.

Previous Post

What Makes a Brand Timeless?

Related Posts

View all posts
Common Rebranding Mistakes (& How to Avoid Them)
Branding, Design

Common Rebranding Mistakes (& How to Avoid Them)

All unsuccessful rebrands have one thing in common: a failure to consider their reason for being. Here’s what you can do to avoid this common pitfall…

3 Assets Every Brand Needs

3 Assets Every Brand Needs

There are many elements that go into building a successful brand; a strong brand voice, a clear target audience, and a solid marketing strategy are all key components. However, there are 3 specific assets that are required for a cohesive online presence.

Embodied Branding: How Branding Affects The Way You Show Up
Branding, Entrepreneurship

Embodied Branding: How Branding Affects The Way You Show Up

Much like the way you feel when wearing a new item, embodied branding draws out your highest self. It calls you forward into a new way of being, doing, and receiving.

Discover Your Brand,
Define Your Legacy

A free guide to help you unearth your brand’s values and build a strong foundation for your vision to thrive.