![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/c1aea0e6-f38b-48a5-ab2c-6e9a5baf0caa_rw_1200.png?h=786df9756dbe0c13abd214b22881d19b)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/303b0461-569f-444c-bf5d-329588550c94_rw_1200.png?h=ce2cfc12f117d17a58fa24605fa2d1b2)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/133834b2-9f60-4e48-8e97-529a539121a7_rw_1200.png?h=12e794cd8f15ce5b9aa412bf5b97fa77)
We supply a questionnaire form for clients to complete.
This gives us a more comprehensive and considered brief, and one we can refer to throughout the project.
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/adca1dac-2472-4a96-aa9d-c2d9e242617d_rw_600.gif?h=6608cf0371c030ba2dd61a24fc68c274)
From an evaluation of the information provide, a process of research and idea collation begins.
In this instance the name 'Mulholland' was researched, and included a family crest featuring shells and a stag.
As this is a personal, relationship based business, it seemed appropriate to consider using these elements to form part or all of the logo design.
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/6d8179f4-0fb3-4638-a2a8-e0786ed92136_rw_1920.png?h=8e2ea38eb963c2ee317af2ec4e33b082)
A typical page of my notes and sketchbook showing some initial keywords, thoughts and rough visuals.
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/d37de08a-c337-4b0f-ae93-3f505f1da47b_rw_1200.jpg?h=a79bac13e6308866194ce234a008f36e)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/a7803384-c9c7-4f04-9f6e-1460161560fa_rw_1200.jpg?h=fb9d86029c8b794473c94908cbc91c19)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/ce4275f0-4730-4e07-adf6-e214f2b8d649_rw_1200.jpg?h=61f58f844c3bc659c99556baf1f147bb)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/a1084cda-60a9-4bf1-a14d-2b00e43b3012_rw_1200.jpg?h=8c943ae1d6d449008d5cd26820393af0)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/f1d09594-cd46-4438-84d4-1d4f7f926799_rw_1200.jpg?h=69ce09f3c6a296f9b3160eedc55e307a)
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/21511b84-8f34-439b-8685-954c3f9de092_rw_1200.jpg?h=18bc6e9f9c1d3e9112bba1a000f83f08)
The presented document of ideas, showing 4 concepts – 2 related to the coat of arms, and 2 related to ideas of growth.
A note that the typefaces used are carefully considered in their style, weight, size, colour, case and kerning (spacing).
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/ac8abf14-adef-4cae-bec6-5ae661e5c885_rw_1920.jpg?h=2d379391bfac13b9f417a282b49e3d44)
Refining the chosen logo and using a grid to get alignments and scale balanced.
The chosen logo featured a stylized stag poised proud and strong. It stands on a mountain slope in gold, a visual nod to investment growth and the aims of the business. A simple palette of 3 colours is used, creating a link between image and type, and adding a sense of depth in the icon. The type used is conservative throughout in-keeping with the nature of the business.
![](https://cdn.myportfolio.com/d9e1d0b4-13e9-4cd4-9094-c4a8fa822430/1c87c28a-af57-4249-a35a-9d9040e228ce_rw_1200.jpg?h=97afe47876179a4c984b7df599d1c6df)
The final logo is supplied in various file formats.