E-Rework – Logo Design Process

e-rework logo

E-Rework was a new to be business offering various services in three main areas: IT, SECURITY SYSTEMS & ELECTRONICS. The client was very specific about the design/elements of the logo and colors, so after receiving back a Logo Design Brief and the first meeting with the client I’ve already had some concepts in my head.


The Brief

The client wanted to be perceived by customers, as a business offering ‘reliable and professional services’ and logo needed to reflect this concept. The name of the company E-Rework came from Electronic Rework (name of the process of electronic repairs). The client required an illustrator made ‘icons’ corresponding to each area of the business and specifically for ELECTRONICS – hot air gun, soldering icon & microscope arranged in a cross, similarly like an emergency services logo. The prefered colors were R (red), G (green) B (blue).


Research, Sketching & Conceptualising

After researching competitors, client’s business and the industry, I’ve done some visual research for each element of the design. In a way logo was already complex, as it needed to communicate clearly three different areas of the business and at the same time work us one design. Also I wanted each of the icons to work separetly on its own if needed. I experimented with obvious concepts for IT – computer & keyboard, SECURITY – lock, key & CCTV camera. For ELECTRONICS the client was very detailed about the design required, on my side I needed to do more in depth reasearh escpecially about shape & components of hot air gun & soldering iron, how they would intersect with each other, as well as with the design of a microscope. The microscope was already a fairly ‘busy’ object, so since the initial sketches I’ve tried to simplify its design.



Sketches in Illustrator

I moved to Illustrator and once I had all concepts on one page it was much easier to identify the designs , which could work together. I showed it to the client and we discussed his favourite concepts. I decided that it would be better to consult the designs at this stage, as if there would be one element, which clinet doesn’t like then it might influence the others and overall the whole logo.


The client came with the idea to add a laurel wreath to each logomark, as a symbol of competion & victory. I embraced the idea, as it would connect each of the designs & its cicrcular shape would ‘frame’ the elements. Below are some experiments. It was sensible to try how it would work with electronics symbol, as it had the most ‘akward’ form, also I wanted make sure that the angle of the bed of miscroscope and wreath would match. Consequently I’ve used the bend from the miscroscope as a starting point for the design of the wreath.



Completed Logomarks

I’ve send to the client completed logomarks with wreath, in grayscale, solid black and reversed versions – they were approved.




Having all three icons ready, I started to look for a font which would be in a way unique, look professional and what’s the most important ‘blend’ with other elements of the logo. I chose XSCALE REGULAR, as some of the letters have a rectangular-like shape with round edges, which work nicely with bend edges of the computer of lock.



Logo Variations

I showed four variations with type (still in black & white) to the client.



The Final Logo

Finally I added the colors, how client wished – RGB and the logov was ready and approved!

e-rework logo

Baby Academy – Logo Design Process

Basic CMYK

Baby Academy – offers childcare consultancy services to new parents and parents to be, the company is based in Sydney, Australia.


The Brief

After sending and receiving back from the client a Logo Design Brief, I had a better understanding about the business and the overall message the client wish to portray.

Idea behind the business name was teaching the new parents the basics of parenthood and that everyday they learn something new as their baby grows. The target audience was pregnant women and postnatal mothers. The logo should illustrate a calm and peaceful reflection. A tagline – The Baby Sleep Consultant needed to be included in the logo, as the message the client wanted to get across was that “parents don’t have to struggle with sleepless nights, they don’t have to wait for their baby to ‘outgrow’ any wrong sleep associations … I would like to teach them how to avoid the most common mistakes and therefore enjoy a very happy baby!”

Baby Academy was a new to be business, so the logo would be used on the website and social media, as well as business stationary and promotional materials.


Research, Sketching & Conceptualising

After research the business area,checking competitors their websites and logos, I started initial sketches and wihout much thinking I put my ideas on the paper. The obvoius thing (and I found number of logos of this type) would be to design a logo of a happy baby in a graduation hat and/or roll. However I wanted to avoid this (although there are some of my sketches incluidng a graduation hat, as this element was coming back to my head having a natural connection with the company name) and directed the design towards a sleep consultany area of the business – hence a sleeping baby.



Sketches in Illustrator

I moved my ideas from paper to Illustarator. Moon, sun and starts keep repeating in most of the concepts, as I wanted to illustrate that thanks to Baby Academy services parents will enjoy a calm and peaceful baby also during the day, as well as night. In some of star designs I mirrored the Southern Cross constellation, which is one of the elements in The Australian National Flag, which would reflect a location of the business.




It was time to look for a typeface. I narrowed my choice to three typefaces with a round features, which would work nicely with roundness of the moon and sun.



The Final Three Concepts (with different Typefaces)

I send a final three concepts of logomark with previously chosen typefaces in various typographic combinations in greyscale (as I didn’t want the color to determine client’s choices) to the client.



Completed Logo in Black & White

The client chose one of the logomarks, however favoured two of the options regarding typefaces. I prepared a logo, with two chosen fonts, in a grayscale, solid black and reversed version and wothout a tag line, so we could check typeface legibility and overall look of the logo on the white and dark background, bearing in ming that the logo would be used across diffrent printed materials. The client went ahead for the first option.




At the briefing stage the client wasn’t sure about the colors and suggested some contrast, pink and black or cream colors. I put few color options together and upon presenting there was a one clear winner.

Short feedback from the client: “It looks great”.



Delivery and Guidelines

The client received logo in eps, jpg, png and tiff format (3 files for each of the formats – color, black and reversed version), along with a short description of nature of each format and its best use regarding the final output. I included also a favicon for the website and logo design for a social media. With all logo files I attached a guidelines sheet for better understanding of the logo/its use and in depth information of logo elements and color, something what would be useful not onlt for the client , but also for other designer who will work in the future with client’s brand.



The Final Logo

Basic CMYK


Other work for Baby Academy

After logo I designed for Baby Academy a business card and designed and developed their first website.