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Stage Two: Logo Design


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Using the approved Look & Feel from stage one, we will create a logotype design for Ara Lee. This stage will happen in three rounds: 
 

ROUND ONE: DESIGN DIRECTION
This round we will present to you up to four different visual design directions for the logo, with explanations for our design decisions. 
 

  • Present to you four unrefined black and white design directions for the logo.  
  • Meeting to discuss provided logo directions. 


Deliverable:  Up to four unrefined black and white design directions for the logo.



ROUND TWO: LOGO REFINEMENT or DESIGN DIRECTION CONT.
If you approve of one of the designs presented, we will make changes to the design such as: refining line elements, type choice and adding color options. Timeline is as follows:
 

  • Present to you refined version of the decided logo concept.  
  • Meeting to discuss provided revised logo concept and approval. 

or

If none of the provided directions from Round One are approved, we will provide you with two more design directions for the logo based on your feedback. Once one of those directions are approved we will move forward with refinement and color options. Timeline is as follows: 

  • Present to you two more concepts.  
  • Meeting to discuss provided concepts. 
  • Present to you refined version of the decided logo concept.  
  • Meeting to discuss provided revised logo concept and approval. 

Deliverable(s):  Refined Logo or More Design Directions + Refined Logo



ROUND THREE: LOGO IN COLOR
We will provide the final logo design in three different color directions. 
 

  • Present to you the final logo in different color directions. 
  • Meeting to discuss provided color options. 
  • Present to you final version of logo in approved colors.  

 Deliverable:  Final Logo in Color

Earlier Event: August 18
Stage One: Look & Feel
Later Event: September 19
Installment Two: 33% of Total Project Cost