Freelance Logo Design
Hello, my name is Tony Brookes, and I’m a freelance logo designer based near Leek, Staffordshire.
I’m passionate about design. I constantly look at company logos, adverts and websites.
I think about how I would improve them and how this could impact their business.
My aim is to help companies increase their revenue by being more relatable, unique, and memorable.
Logos should communicate, instilling confidence and trust in people’s minds when they see them.
Consumers see that the company cares about their branding, and therefore, cares about their products or services.
Research and understanding the company, and their customers is at the heart of this process.
Contact me now to see how a new or updated look can improve your brand, and consequently your sales.
(I never call without consent. I reply via email)
What I Do
Professional Logo Design
I create bespoke, professional and memorable logos for companies.
You are kept informed and part of the process throughout.
This ensures that together, we achieve the perfect final design.
A logo targeted properly leads to increased interest, and increased sales.
Multiple File Formats Supplied
Logo designs are provided in multiple formats for all uses.
Vector formats are supplied for print, pixel formats for the web.
Web versions are supplied in 3 sizes, plus black and white versions.
Specific sizes, should you need them, will of course be provided.
Also supplied is a usage guide. This explains how to use the files.
Brand Style and Usage Guide
A usage guide is provided with all logo designs.
Brand style guides are optional, including extra design elements and advice.
They help your team use your logo correctly, preserving your brand integrity.
Illustrations and Web Graphics
I create images and graphics for companies, websites and stationery.
I also design web banners, icons, headers and footers for company websites.
Do you need bespoke backgrounds for your website? Let me help.
Posters & Advert Design
I design promotional material for companies such as posters, adverts and flyers.
I can use your existing brand styling, or create a new fresh look for your business.
Branded Business Stationery
Company stationery looking old and tired? I can help.
I design logos, letterheads, business cards and envelopes.
In addition, I also apply brand styles to invoices and receipts.
Designs tailored to your company mean more, and work more.
My logo design process is extensive, but a brief outline is provided below:
Research (Target Audience, Client, Competitors, Industry)
Visual Research (Direction, Style, Attitude)
Brainstorming (Mind-Mapping, Word-Listing, Picture Association)
Formulate Concepts for Development
Sketching Concept Ideas
Evaluation & Refinement of Working Concepts
Present Concepts (Answer the Brief)
Further Refinement to Completion
Create Final Design in Multiple Requested Formats
Compile Style/User Guides as Appropriate
Deliver Digital Files with Guides
(A streamlined and more relevant process is used for all other design work)
This case study is provided to show how I recently solved a brief
New Logo Design for Leek Aerial Installations
Once my proposal was accepted, I received the deposit, and scheduled a meeting to prepare the brief.
In the meeting, we went over my questionnaire, and working together, came up with a project brief we were both happy with.
The client wanted the initials of his company (L, A, and I) used in the logo, but it had to be modern, clean, clever, and unique.
It needed to represent competence, no-nonsense and professionalism.
His primary advertising was his van, so he needed a clean compact design that could be applied to multiple panels.
His dislikes: Clip-art, cartoons, 3D glossy icons, stick men, complex illustrations and drawings.
He was concerned about excluding potential customers, so I had to keep my targeting wide and inclusive.
Once we both had a clear understanding of what was needed, I left, and planned out my process schedule.
Ordinarily, I’d begin by researching the target audience for the particular client, but in this instance, the demographic was huge.
All classes, ages and genders are relevant, so my main focus was the industry itself.
I began scouring directories, looking at aerial installation companies and their images/logos, before moving onto the web.
I find google images useful for this, but also visit other websites in the field, to better understand the industry in general.
(I find books and magazines useful resources too)
I then researched competitors logos to make sure I created a truly unique logo. This helps it fight for position in customers minds.
I revisited the brief and simplified it into a few key words.
These words then became the focus for my mind-mapping stage, the aim being to produce a web of words, thoughts and ideas.
After stepping away from it for a while, I returned to see if I could add more ideas. I usually spend a few hours here, exploring every avenue possible.
Once I had enough ideas down, I began my next process.
I took my mind-mapping diagram and looked for relationships between the words to create possible concepts.
There were a few good ideas formed here, and even while linking words together, other ideas came into my head.
(It always amazes me how ideas can just pop into your head at this early stage)
I then took these ideas and tested them against the brief to ensure the project stays on track.
Once I had formulated enough connections to produce some crude concepts, I began my quick sketching stage.
I do this stage quickly and roughly, so poor concepts aren’t concealed by slick visuals. I also don’t want to forget any good ideas waiting in the wings.
After a few breaks away from it, I returned with fresh inspiration and soon ended up with a few pages full of sketches and notes. I found two, possibly three decent concepts to persue.
The picture shown for this case study is just one page, where the final concept originated.
I sent an email to the client at this stage, to let him know how the project was progressing. I also needed to check a few minor details about the text with him.
I refined my working concepts on graph paper and also started to think about typography.
After fine tuning my sketches, one concept worked perfectly.
The ‘L’ forms half of the ‘A’ (which represents a roof), and the ‘I’ is the ‘installation’ bracket, which also provides the cross-bar for the ‘A’.
As for the text, I wanted a sans serif typeface for this design to fit the clean no-nonsense look.
I didn’t want the text to be too cold and impersonal though, so decided ‘Calibri’ was perfect for the design.
Its subtly rounded edges made it approachable, and it complimented the design nicely.
It’s not a trendy font these days, but trends don’t last, and it fits the brief.
After a few hours digitising the concept, I printed one off on A4 in grey, and hanged it up to really look at it.
I left it alone to reflect, then went back to it throughout the day and night, making notes.
I kept evaluating the design and decided I would sleep on it. This really helps me to be objective about my own work.
Finally, once all corrections were ironed out, I picked the colours, using the brief keywords, and organised everything ready to present to the client.
I presented the concept to him in grey initially, explaining how I arrived at the design, before showing him the full colour version.
He loved it!
Delivery of Files
After some final cleaning up, producing various formats and sizes, the balance transfer was made and I delivered the digital files.
A user guide was also provided to assist the client in using the various formats for different purposes.
This whole process took 7 days from the day I received the deposit.
That’s relatively quick, helped by a quality, concise brief where both parties understood each other.
A good project to use as a case study because everything ran smoothly.
This meant I could keep it short and compact.
I usually allow 10 working days, or more if it’s a more complicated project.