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Logo Design Case Study #2


One2One marketing agency is providing all kinds of Online Marketing solutions (AdWords, SEO, Email, Web analysis, CRM, Content Marketing) that are tailored to the customers of our customers. The case study shows step by step process of creating a business logo design as per the client’s specifications and industry standards.

Company Name: ONE2ONE Marketing

Feel of Logo: 

  • I think the most important thing here is to find a good typo that conveys creativity. It must make a heavy first impression to the visitor.
  • Although it is about high tech online marketing I would rather not highlight this but more of the creative aspect.
  • Anyway also not too playful as we also want to convey trustworthiness!
  • Simplicity and clean is good. Two font’s maximum, one for the “One2One” and the same or another for the slogan. Two colors maximum.
  • What we do is personalized one to one marketing. So perhaps you can find a graphical element (maximum one) for decoration that underlines the message of “One to one marketing”.
  • From my past experiences it is best if you give me a broad range of not well worked out suggestions for the start. Then I can point out a direction better if I have only 2 or 3 suggestions. After the direction is found, it often comes quick to the final result.

Initial Logo Designs

Mock 1

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Mock 2

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Mock 3

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Mock 4

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Mock 5

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Client Feedback

After reviewing the first set of initial logo designs, the client gave her thoughts and feedback on them:

“Generally I like the One/One and “two” not being in one line, like you did in options 1 and 5.

Mock5 – 1st favorite. The one within the “O” is too much of a detail here, the fine bordering lines at the top and bottom are barely visible. I would leave this out or replace it with something else. The font of the “2” is nice and also the arrangement of One/One and 2 in separate lines. Perhaps a good alternative of this one would be to have the “One” in a more dynamic font and the “2” in a straight font, just to try this out.

Mock1 – 2nd favorite. Color combination is nice here and also the idea of the two lines: One/One in first and below the 2. Font is also nice but it looks a little too feminine to me.

Mock4 – The Online Marketing is too small readable here. The font is outstanding but I think it would not fit the layout of my site as it is rather squared than rounded.

Mock2 – This one is out. It has too much detail and looks too “techy” for me (the little squares, black on white, the two with arrows)

Mock3 – This one is out. The font is too standard and I do not like the arrows.

Please work on Mock 5 and 1 and I would be happy to get 2 fresh ideas from you based on my feedback.”


1st Revision Round

Option 1-a

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Option 1-b

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Option 5-a

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Client’s Feedback:

“5a is out and 1a and b are a direction. I would still prefer the dynamic typo from option 1a. Is the font for “Online Marketing” a standard font?

Can you give me a variation with another font that is very similar to the one used for “One … One”.

Can you give me variations where the “2” is in one line with the One … One and the slogan stretches from left to right completely?

Also please give me two variations where the thickness of the “One … One” lines is larger than now. “


2nd Revision Round

Option 1-c

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Option 1-d

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Option 1-e

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Option 1-f

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Option 1-g

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Client’s Feedback:

“1c is out

1e font is nice to, please make “One/One” a little thinner

1d: Please make “One/One” thickness like in 1f and write “Targeted Online Marketing” as slogan. Also make “One2One” in one line.

1f: Please try a variation where first “One” is low, “2” is middle and last “One” is high.”


3rd Revision Round

Option 1d-a

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Option 1f-a

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Client’s Feedback:

“I’d like to try a more dynamic font for the “2”. You had another font in the first draft of that logo which was option1.jpg. Please give a variation with this font. And with that font please make a) the “2” once with the same thickness as the “one” and b) the “2” once a little thicker than the “one”.”


4th Revision Round

Option 1d-b

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Option 1d-c

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Client’s Feedback:

“I think Option 1d-a, is still the best fit, those look a little bit too playful now. Can you send me a PNG with transparent background so I can test it in my layout please? Finding a good color combination is the last thing then.”


Client’s Approval

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“Alright thank you. We are through then; I will stay with this brilliant logo. Can you please send me the favicons in the following sizes: 16×16, 32×32, 48×48, 70×70, 76×76, 120×120, 128×128, 196×196, 180×180 and 57×57, 114×114, 72×72, 144×144.

Also I would need the logo in the final size which is a height of 90px in transparent PNG.

I am really happy with the final result and you guys are nailed it.”


If you are looking for design with difference then you have come to the right place. Please have a look on our logo design portfolio and find out how your logo will look like.

Logo Design Case Study #1


This is one of our recent challenging logo design projects for a showers and water tapping company based in Germany. The case study details our step by step process of creating an original logo design as per the client’s specifications and industry standards.

Company Name: Aquavital
Order No: SLD-19978 – 789
Package: Startup Business Plan (This package covers 5 logo options, unlimited revisions, business card, envelope design, letterhead design and Facebook cover design)

Company Background:

The Company primarily sells showers, water taps, hoses and water mixers with valves, for bathroom and kitchen sinks. The products are mainly composed of brass with a high copper content, giving them anti-bacterial and anti-corrosion qualities. This ensures that the accessories are safe to use, environmentally friendly, built-to-last and highly durable. The name ‘Aquavital’ denotes the essential properties of water and the part that it plays in keep us alive and healthy.

Feel of the Logo:

The client wished for their new business logo to be contemporary, but not too modern/minimalist. They wanted it look ‘cordon-bleu’ (blue ribbon). They wanted the logo to signify the company’s dedication to creating solid, dependable, long-lasting devices that utilise advanced technology, are ecological, whilst also giving the logo a sense of ethereal quality, as well. They desired the logo to consist of apple green, aquamarine, silver and/or brass colours.

Initial Logo Designs

Option 1

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Option 2

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Option 3

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Option 4

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Option 5

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Client Feedback

After reviewing the first set of initial logo designs, the client gave her thoughts and feedback on them:

“ I like the design with the orange. Could you work it into a V shape? As in Aqua“V“ital. Take out the gray in the middle and make three curved “bars “instead. The one you made was good, but we need it more integrated into the name. The lowest part should be orange, with one light point, simulating the “source of vitality“, the second and third bars should be blue or turquoise like the top part of the logo you made. I was actually thinking more along the lines of flowing bars which together look like an inverted triangle (V). ”

1st Revised Logo

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Client’s Feedback

“ Yes, it is looking quite gorgeous! Just one more thing, close the distance between the bars and shrink it a little so it is more or less the same size as the other letters; so the inverted triangle shape is more obvious. That, and we’re good to go. Tell me, would I get the files in .ai format? Or are you making them in .psd? ”

2nd Revised Logo

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Client’s Feedback

“The curves should be thicker, the distance between the curves much smaller. I think after you edit this time you can send me the vectors. I like it very much. Simple but vibrant. Thank you Imran, Tania.”

3rd Revised Logo

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Client’s Approval

After final changes on the design, she approved the design with great gratitude.

“Looks great, you guys nailed it, I am very much happy with the process and would certainly look forward to do more logos with you guys!!! Send me the files for the logo please. “

Social Media and How It Is Revolutionizing Logo Design

We live in an age where smartphones are now as commonplace as televisions and toasters, and where practically everyone who owns a smartphone uses at least one form of social media. Even my grandmother who is almost 90 years old, uses Facebook on her phone and iPad to keep in touch with friends and relatives. Social media has revolutionized the way we interact with each other and how we absorb news and information. This paradigm shift has also affected the ways in which graphic artists tackle logo design.

Designing for Micro-Sized Displays

Given its infinitely vast and ever-expanding user base, as well as its free-to-join nature, social media is an ideal platform for brands to engage with consumers. This also means that company logos need to be perfectly legible at small scales, such as on all modern phone displays. Now, although it has always been an important consideration in the past for logos to appear clear and distinct at a reduced scale, it was never an essential requirement.

Before the advent of social media and widespread smartphone usage, smaller logos were most commonly visible on branded print materials, such as business cards, letterheads and so on, as well as digital formats including website banners and email footers.

An example of a company logo that has been simplified in recent years, is the Starbucks Coffee logo.


sydney logo design starbucks


The iconic Starbucks emblem was refined in 2011 to simply feature the image of the mermaid without the accompanying ‘Starbucks Coffee’ text. The simplification ensures that the logo is equally prominent at all scales including social media, and the absence of the brand name does not in any way harm the brand; the famous Starbucks emblem is instantly recognizable among consumers.

Adaptable Logo Design

Due to the high interactivity of consumers and visitors with brands online via social media, we now see companies altering their logos to suit a particular theme or honor a particular event or person. There is no greater example of this than Google, whose ‘Google Doodles’ are famous for celebrating such occasions through the use of clever creative visuals and interactive presentations. Such logos are often referred to as liquid brand identities or logo systems.

So why are these dynamic logos gaining in popularity? A logo embodies the soul and spirit of a given brand and this always remains constant, but by making slight adjustments to the design that coincide with a current event, convey a particular mood or simply enforce a certain opinion, the brand can in turn enhance their engagement levels with consumers and influence their impression of the brand.


logo design sydney google

Communicate your business image or message to the world with great logo design

A company’s brand image can be established effectively in the world market with the help of business logo designs. Logos are the visual icons representing companies, establishments and other businesses. They can also symbolize products and services. Consumers will identify and narrate to logos, which in-turn will fabricate company branding.

A business may have exceptional services to offer, but if it doesn’t have uniqueness or a face for a customer to pursue, it would stay behind the stage for a long time to come. Hence, it’s almost fundamental, in the current cutthroat age, to have a business logo design that can ultimately turn a company into an exceptional brand.

A business logo design should signify what your company stands for. It should have an expert look, because logos are not really pieces of art. They are intended to show the consumers what your business or organization is all about. It’s important to integrate as much information about your company as you can into your logo, but without overloading the design. A professional logo design firm can help you compile an enthralling, visually agreeable logo.

Logo Designs That Look Good at Every Scale

Your logo design can also assist your company endorse a new product. In case the product has the logo on it; deem that the major portion of the promotion is already completed. Even if your business is not well recognized, a logo would make the customer view the product as reliable and usable. The only condition here is that you should have a strong, well fabricated, professional commercial logo and not just a feeble design that is all colorful and flashy, but does nothing to help the business.

It’s considered good design practice to ensure that a logo is refined, rather than intricate, as complex drawings and outlines typically do not look good at smaller scales; while your logo may look astounding on a road-side billboard or on the surface of a company truck, it may be unrecognizable on a business card or the apex of a brochure.

Choose a Logo Design Specialist

When you have a certified logo included on your website, product, invoices, gate, superstore and office, it becomes a massive marketing factor. However, the design can only be an advertising tool if and only if it is intended by a specialized designer and that it follows all the design ideologies. This is why, businesses are always buoyant to clearly clarify the message and the spirit of their companies to logo designers, who can then make sure the logo, speaks for the company. If you do not know what you want, it would be tricky to have a design that would later become a brand identity.

A crucial element of all logo designs are the fonts that are used; when using more than one font, it’s important that a sense of harmony and balance is achieved. Two fonts that are incompatible may appear muddled and confusing, ruining the design. It’s a good idea to stick to industry standard fonts such as Arial, Times New Roman, Courier, or Calibri.

The clearer the font, the more legible the text will be. A logo design is significant today just as it was decades ago. Modern day consumers understand the value of a high quality business logo and are able discern which logo exudes a sense of professionalism and outstanding service, while at the same time identifying businesses whose logos depict a less than favorable image.

Contact Logo Specialist

Whether you’re looking to start a new business and require a new logo that encapsulates your brand’s best attributes or simply seeking to update your existing logo with a fresh new design, contact the team at Logo Specialist today, providers of professional logo design services at affordable prices.

What Equipment Do You Need to Be a Logo Designer?

Looking to break into the wonderful world of logo design? There’s some basic gizmos and gadgets that you’ll need before you can get underway.

Fortunately, most households already contain most of these fundamental items anyway.

Caveman Tools

Pens & Pencils

Despite owning an expensive Wacom tablet that does a phenomenal job at freestyle illustration, there’s nothing more natural and intuitive for a designer, than the humble pen or pencil. Either option is fine, but if you are going to use a pencil, I recommend a mechanical pencil, as you won’t have to waste time sharpening it over and over again. Also consider adding another coloured pen or pencil to your arsenal to help highlight your favourite designs in your sketchpad.


The humble pen or pencil is of little value without some humble paper to sketch on. Whilst all logo designs are tweaked and finalised in digital form, every great logo that you will ever create, will be conceived on paper. This is where all your awesome conceptual ideas are born.

On a number of occasions in the past, I had tried bypassing the pen and paper concepts in favour of a purely digital approach, but the lack of spontaneity and creative freedom offered by this method, hindered my ability to create quality design work.


Technically, you only need a single sheet of paper with which to start conjuring up some magical designs, but I advise using a range of different sketchpad sizes that’ll come in handy for various different tasks:

Large sized sketchpad – perfect for when you’re at the desk, the larger canvas allows you to get more done on a single sheet, avoiding the need to flip through your pages as often as you would, when using a smaller sketchbook.

Smaller sized sketchpad – every designer needs a smaller, more portable sized book with which to record their scribbles. Crucially, this will enable you to immediately put pen to paper when you’re out somewhere and feel that spark of inspiration.

Modern Tools


If the pen and paper is where your designs are born, then the computer is where your designs graduate from college. Logo design applications don’t require an enormously powerful computer to run them efficiently, and any average computer is more than capable. For designers, the most important consideration is the monitor size.

I personally use a 30” Dell for my primary monitor, as the large screen size and high resolution allows me to fit a lot more into my workspace than a smaller screen does. Smaller screen sizes equate to more scrolling – and zooming, when designing.  If you have the budget for it, buy a large screen monitor. It’s hugely convenient for a designer. If you’re someone who likes to design while out on the road, then a laptop is also a must.

Logo Design Applications

Adobe Illustrator

The most famous graphics editor in the world is without a doubt, Adobe Photoshop. However, not even the mighty Photoshop is the go-to solution for logo designing. The industry standard is in fact Photoshop’s sibling, Adobe Illustrator. Photoshop specialises in pixel based, raster images, while Illustrator’s forte is vector graphics. Vector images are composed of mathematically-formulated paths (vectors), rather than pixels, which enables them to be scaled indefinitely without losing their image quality, something that is essential for logo design.

Like Photoshop, Illustrator is considered the industry standard for a reason. It offers the most comprehensive list of design and editing tools and whilst being an incredibly powerful program, it’s also really easy to learn. Of course, being a premium solution, it doesn’t come cheap. It can be purchased on a monthly stand-alone plan or bought together with the entire Adobe suite. Prices vary depending on your location.

Free Vector Image Software

If you’re looking for a free alternative to Illustrator, here’s several vector image creation applications that you might like to try:

1) Inkscape (MAC, PC, LINUX)

2) Gravit Designer (MAC, PC, LINUX, Chrome OS, Browser)

3) Vectr (MAC, PC, LINUX, Chrome OS)

4) LibreOffice Draw (MAC, PC, LINUX)

5) Fatpaint (Browser based – Adobe Flash Player required)


Every logo designer needs inspiration and what better way to find it, than by browsing the many designs featured in prominent books devoted to the subject of logo design.

Logo Design Love

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Los Logos

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Logotype (mini)

corporate logo design


Logo Design Tutorial

How to create a Logo Design using Adobe Illustrator

You can check this useful logo design tutorial snapshot video using Adobe Illustrator for logo design.

I hope you get some useful information after reading this post. If you have any questions, comments or feedback regarding logo designing, you can reply in the comment section below.