North Texas 100 Years of Football


  • Commemorative

Blog written by Jared Stanley, Designer:

Generally when starting a logo project I like to talk to the client and figure out what their specific needs are. I'll ask all the obvious questions. Things like: What's this for? How's this going to be implemented (ie. screen print, embroidery, publications) And, what is your deadline?

From there, I'll ask the client to send me several examples of logos they like and some they don't. I'll ask the client to explain what it is about these logos they like and don't like. A lot of times this can be hard for clients to articulate, however, this step is a valuable one in my design process. I often break down the design elements within their examples to try and figure out what they're thinking. This allows me to get an insight into what the client's tastes are. If the client sends a handful of examples that are mainly text and says these are the ones I hate, I'll know right away to stay away from what are called "word-marks". On the other hand, if the client sends examples of logos that incorporate a shield design or shape, I'll know that this client is possibly looking for something strong and bold. 

It's at this point I like to remind clients that getting the logo right the first time is very, very rare. Some clients, upon seeing the first draft of a logo, may not like what they see yet feel obligated to pick one. Doing so will inevitably lead the client to being unhappy with their choice. I feel it's important for me to make it clear to the client that designing a logo is a process. The more open and articulate they are about what they're looking for, the better the final product will be. 

Once I receive the clients design inspiration I'll usually start with a few rough sketches. These are to give the client an idea of what I have in mind. These sketches are used to show the size and placement of the elements I'm thinking of including, as well as the overall look I'm trying to go for. 

From there, I'll discuss the sketches with the client. Once they decide on one, I'll began to build out the designs. For some designers, such as myself, it is much easier to get an idea of what I want to do once I begin working on it. There is a lot of trial and error going on in my design process, however I try to remain true to the initial sketches I've shown the client.  

Below are some (very) rough sketches of a logo I recently did for the University of North Texas. They celebrated 100 years of football during the 2013 season and wanted a logo to mark the occasion. I sketched these out based on some of the design inspiration they had sent.

Often times, I feel the client has a hard time envisioning what a final logo might look like just based on the rough, thumbnail sketches. In this instance, instead of just doing one, I decided to go ahead and build out all three versions of this logo to give the client a better idea of what it could look like. 



After all was said and done, the client ended up going with option 3 which I thought was a good choice for the applications they had in mind. It ended up being used on a wide variety of things, from their intro video to posters and publications to tickets.