Posts Categorized: Demos

Podcast #20 – Complex Logos

We’ve all been told that simplest is best with logos, but as with every rule, there’s exceptions. Paul and John discuss logos that are both complex and effective, and discuss what’s needed to make them.

Paul also critiques two logos that designers sent in, and explores different possibilities with them. He takes the listener step-by-step through the process, and shows different avenues the logo process can take. Let us know how you think he did! Send us your comments to

To see more logos that are simple as well as effective, you can go here.

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Rob Marsh

A Look Into the Logo Design Process

UPDATE: We closed our little design shop in 2012 (it’s now under new management and not associated with this site). However, many of the designers who worked for us then, are now featured at If you’re interested in working with them, check out our home page. Here’s the post…

We recently put together a little video that walks you through our entire logo design process, from beginning to end. Take a minute to watch the video and you’ll see how easy it is to fill out a creative brief, let us know your design preferences, and put our design team to work on a unique project for you (no templated designs here—we custom create all of our work based on your unique business needs). You ‘ll even see one of our talented designers working on two concepts for a recent client. If you’ve got a couple of minutes to spare, we invite you to watch how it all comes together:



I know I say it a lot, but if you’re ready to put our talented design team to work on your project, visit or check out the do-it-yourself logo design tools at

Designer, My Profile

How We Did It—Snappy Scrubs

We recently had a client approach us, asking for a logo with an illustrated turtle. The assignment fell to Paul (and a couple of others) here in the Design Studio. And here’s how one of his concepts came together:



The customer asked for a Speedy Turtle for their car wash. I started with a quick sketch of a pose.



Locking it into illustrator, I used the Shape tool to create some shapes that matched the round shell.



Then I used a red stroke for visibility to trace the rest with clean lines.



I realized my sketch didn’t have the legs sprouting from under the shell. Who cares? Turtles do. Plus, I didn’t want anybody complaining about the inaccuracy of my wheeled reptile. l decided to make it somewhat more realistic with the legs coming from the same area.



Then I added the inline skates. They wanted the turtle on wheels, but gave us the freedom to decide what kind of wheels.



Then I filled the strokes with white, and converted the black stroke into a fill for easier coloring.



I united the black in pathfinder, and released the compound paths. Now I’m ready to make it colored.



Then I threw in some eyes.



I added some thin strokes on the underside using the pen tool.




Again using the Shape tool and Pathfinder, I added some bubbles to imply cleanliness.



So far that gives me 5 spot colors: Black, Green, Blue, Light Blue and Brown. I want to bring that down to 3 at the most.




There we go. Using tints of the darker colors for lighter colors, we have 3 spot colors now. This will be cheaper to print for the client. And maybe I’ll make these colors a little brighter to cheer up the logo a bit.



Now we can use those darker colors for some text, using a nice readable script to imply motion. With those colors still on the cool end of the thermometer, he still doesn’t look very cheerful and fresh…there’s something missing…




Some highlights (brought down to 50% tint) bring out a shine and give us a nice freshly-washed turtle.


So there we have it. A quick and professional illustration that will represent the business and can be used in all their branding. Maybe even a turtle costume for special events….

Next time I’ll post the other option I gave them where I got rid of those pesky legs altogether. Here’s a sneak preview:


Rob Marsh


A lot of the folks around our logo design studio are a little sad that LOST is gone forever. And more than a couple were a little unhappy about the ending—what did you think?

To celebrate the series finale, we asked one of our designers to piece together an illustration of a new LOST logo. We recorded the whole thing, and have sped it up a bit to show you how it all comes together. Take a look:



You can see a few other demonstrations or “speed drawings” here, here, here, here, and here.

If you like what you see, you can put these same designers to work on your next design project. Many of them are featured on the home page of