My apologies for the delayed follow up from the previous part in this series. I could give you a number of reasons but I'll spare you. Let's just return to our regularly scheduled programming. :)
In Part 3 of this series, I went into Concept Exploration and Refinement through to presentation of 3 logo concepts. Here I go into Review and Revisions and the final approved logo.
We define this phase as "rounds" – as in, a round of revisions. Kind of like boxing. On average we provide 3 rounds of revisions for our logo projects. We can (and often do) do more but this is also dependent on the client's budget and willingness to invest more time in the project, as well as the number of initial concepts we've presented.
The round simply involves showing the client the logo and revising them per feedback and other things we feel contribute to our ultimate goal of creating the most appropriate logo for the client. So it goes a little something like this:
Round 1: We present the initial concepts; client gives feedback on one direction / concept; we revise (i.e., revision 1).
Round 2: We present the first revision of the chosen concept; client gives feedback; we revise (revision 2).
Round 3: We present the second revision of the logo; client gives feedback; we revise one final time and show the client for good measure.
As I mentioned previously, sometimes – if the client's budget and willingness allows for it – more than 3 rounds of revisions occur. For WILLCO, we started out with logo concept 1 as that was the one that felt best to them: 
From there we pushed the logo into several iterations.
Logos on the left are from Round 1; logos on the right are from Round 2
Normally after round 2 or 3 we're ready for file prep and delivery, but with WILLCO's logo an interesting thing happened. Primo liked the font that we used for the "painting & construction" text and wanted to see that for the main type. In exploring that, we went through 7 more rounds of revisions.
Each revision had subtle differences ranging from placement and the shape of the bar to the weight/thickness of the main letterforms and their shapes.
After almost 10 rounds of revisions, Primo chose the following logo (and 2 variations for each division of his business):
And here's what he had to say about his logo and our process:
The logo design project was an important part of the WILLCO branding strategy for the next segment of our business life. I am comfortable with your experience in marketing, design, and art and appreciate having a professional handling my project. Although there were many steps in creating WILLCO’s new logo it was a very easy process. I appreciate your insight and input on the details of the logo as well as how it would affect the outcome through making changes to them. It was not expected to have the logo change course in the middle of the project, but when I felt like moving in a different direction you were quick to help and change plans as needed.
I appreciate the willingness of the entire 420 Creative staff to have WILLCO’s new logo tattooed on their bodies, they really stand behind their work. :)
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