The Evolution of A Logo

Behind-the-Scenes creating Allied Women Entrepreneur's Logo

As a creative director, it’s always fun to see the evolution of a logo. When we design logos for our clients, we start with an in-depth discovery session to make sure we have a clear understanding of the business or organization and who they’re targeting. We talk about purpose, colors and visuals, and fonts, then we get to dive deep into the fun of iterating out different concepts. There’s usually a lot of sketching, either on paper or in a design program, and many revisions. Sometimes we’ll sit on an idea for a few days, then set it aside and start with a completely different concept.

This post is a look behind the scenes at the creation of a logo and branding package for Allied Women Entrepreneurs, a 501(c)(3) nonprofit newly launched in Northern Colorado.

Initial Logo Design Concepts

For this nonprofit, we had two designers creating some initial rough ideas that could be expanded upon. Once we had sketched out several options on paper, we moved to Adobe Illustrator and began creating some first drafts.

awe logo option 1

This idea, above, was based on the client’s suggestion that they might want to use a triple spiral (a Celtic symbol representing maiden, mother, crone) as a representation for the organization’s support of women at all stages of business ownership.

The second option was more simplistic and created with graphics and font manipulation rather than a symbol.

awe logo option 2
awe logo progress

After looking at these two ideas, the AWE board decided that they preferred the more simplified icon with the AWE text in the circle rather than the Celtic symbol. From the first logo design, we kept the font, a circle version with text around it, and solid circles rather than the drawn outlines.

Choosing Logo Colors

From there it was time to decide on colors!

AWE decided early on that they wanted to keep things simple and have a two-color logo, which would be cheaper to print on promotional items like pens, shirts, etc. Because their target demographic is female, the goal was to create something more feminine without being overly “girly” or unprofessional, and with bright colors that would make marketing materials stand out.

For color inspiration, we spent a lot of time looking at color palates on and playing with Adobe’s color wheel. We went through a lot of color options before we ultimately latched onto a green and purple pallette. (You can really see the variation of a logo, even with small color changes!) Here are only two of the many we tried:

awe logo color options 1

Even the green and purple went through a lot of changes before we perfected it!

awe logo color options 2

The Final Logo

And here are the final logo variations! We created three different variations so Allied Women Entrepreneurs would have options depending on needs for various materials and layouts across the web and in print.


AWE Logo Inline


AWE Logo Stacked


AWE Logo Thumbnail/Square orientation

The Importance of Versatility

A logo is such an important part of a brand. It needs to be memorable, easy to read, and versatile so it can be used in a variety of manners. AWE decided, for example, to have custom thank you cards printed with an artistic version of the logo. This way, their thank you cards are still branded with the AWE logo but are more unique and memorable than a plain white card with the logo printed in the middle. (If you’ve received a thank you card from us, you know what we have something similar!)

Check out this video of one for our favorite artists, Melinda, creating artwork for AWE’s thank you cards!

Share your thoughts!

We’d love to hear what you think about the evolution of a logo, and the final logo design for AWE! Do you have any questions about the process we went through in creating it? How does this process compare to the process you went through when creating your logo? Get in touch with us on Twitter, or send us an email!

Thoughts or Questions?

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