kelly hicks | design

When I got hired to recreate the branding for Luther Memorial Home, I was excited because I really enjoy brand identity. I find it really challenging because you have to have a strong idea behind it in order for it to be successful. So I thought I would share with you my logo development process. The most interesting thing behind establishing brand identity is how much thought and concept development goes into it. You definitely don’t see that when you look at the final logo. So here’s a little insight into my process. I hope you find this useful!

Luther Memorial Home is a long-term and rehab care home catering to the elderly. Their tag line is “life matters here”. So they really want to get across that they care about helping their residents live a full life.

I usually start by understanding, researching, and writing down key words that pertain to the company.

Then I start looking for some inspirational images:

I always sketch before I go to the computer…

These weren’t all my sketches but I wanted to show you the ones that led to the final choice. After flushing out ideas, I’ll pick out the best ones and move on to the computer.

Here was just 1 concept I showed to the client which ended up becoming the chosen concept. I felt that these were developed enough to share at this point.

This was the winner:

At this point I pay close attention to fix spacing, color, etc.

Finally I apply the logo to how it will actually be used:

What do you think? Do you think it’s successful? I’d love to hear if this process is similar to other designers out there!