Designing the Perfect Brand Logo: An Exclusive Behind-The-Scenes Case Study

Posted by Azam Editorial Team as Public Relations, Web Design

Azam Marketing have been building brand identities, websites and both digital and print marketing materials for organisations around the world since 1997. Day-in day-out, the specialists in our design department work on our clients’ branding, ensuring it projects them in the way they would like to be seen and contributes towards their growth.

In this case study we share an exclusive behind-the-scenes look at one of the hundreds of design projects we have worked on, creating the brand identity for Hewitt Venture Group (HVG).

Part 2 of this series will follow next week, in which we give an insight into the next stages of our work for Hewitt Venture Group, which included designing and building their website, penning content and setting-up their email marketing infrastructure.

Background

Hewitt Venture Group is an international property investment and development firm with ambitious expansion goals. Their mission is to enable individuals and businesses to buy, build, expand, manage and sell property assets, providing both hands-on and hands-off income generation opportunities.

HVG appraised different design and website development agencies to provide a range of services for them. Eventually, after considering several agencies, they decided to hire Azam Marketing.

The journey would commence with designing an identity – a logo – for both digital and print use.

Our Process

Whenever we begin any assignment, our specialists like to meet the individuals involved – ideally in person – for detailed consultations. The purpose of these meetings is to keenly understand their target audience, markets and goals, and explore how they would like to be perceived.

In the case of Hewitt Venture Group, we travelled to Canary Wharf in east London to meet the client at their offices.

HVG explained to us they required a brand that would convey trust, growth and innovation, while projecting competence and clarity to investors and partners across the globe.

The client relayed their preferences in terms of style, colour, typography and imagery. However, they said they were open to our expert input and guidance, recognising Azam Marketing’s experienced brand specialists would be able to improve upon initial ideas or suggest new approaches to create their ideal identity.

Follow-up in-person and remote meetings took place throughout the project, allowing us to refine and adjust our approach in close collaboration with HVG.

The creative process was led by Darren, Azam Marketing’s long-standing logo design guru. Darren has created and refined identities for hundreds of brands, including some of the world’s biggest companies.

Darren created multiple concept iterations and, with each design, got detailed feedback from Azam Marketing colleagues and Hewitt Venture Group. The initial sketches explored different ways of expressing structure, stability and partnership in a visual mark.

The concepts went through many rounds of refinements. See some of them below and press on any image to see it in a larger size in a new tab:

HVG reflected on different options: for instance, they were not sure if they wanted the shield on their logo to be created with straight or rounded lines or whether to have small image(s) – such as a crown, stars or dots – above the shield. They also mulled over the design of the interlocking keys within the shield and whether the shield’s background should be filled in with the gold or blue colour of the shield’s border or be blank.

We created different logos so they could see what their suggestions would look like.

Each round of design was reviewed by HVG, with our team providing feedback on what would best convey credibility and a presence in alignment with current design trends.

Our specialists used their decades of experience to guide the client toward design choices that better aligned with their objectives and market positioning. By way of an example, we explained that an unembellished, minimalist logo would project Hewitt Venture Group in a better light.

Through this iterative process, HVG’s original ideas evolved significantly. The logo, for instance, became simpler and cleaner.

Refining the Identity

As the logo and brand direction took shape, we developed a broader visual ecosystem. This included guidelines for typography, colour application, spacing and imagery. Specific colours and fonts were decided that would be utilised whenever designs were created for Hewitt Venture Group. Whether it was business cards, letterheads, email signatures, digital marketing materials, e-books or corporate gifts,every touchpoint would present a professional, cohesive brand.

Above: examples of iterative refinements, showing how the logo evolved through feedback sessions.

The Result

Creating the perfect logo is not a sprint but a marathon exercise. From the initial brief to the logo being finalised, the process involved creating over a hundred logos and took approximately three months.

The final logo is as simple and clean as possible, in line with contemporary design aesthetics. This simplicity and minimalism conveys Hewitt Venture Group to be a modern venture and provides versatility. The logo projects authority, trust and a modern approach. This aligns with the stated goal of appealing to well-to-do professionals who are interested in investing in property.

The identity works across digital platforms, print collateral and client-facing materials, creating a consistent and recognisable presence worldwide.

Hewitt Venture Group has expressed delight with the final outcome. They were particularly appreciative of how our branding specialists used their experience to refine their initial ideas into a more suitable, polished ready identity. By the end of the process, the client acknowledged the end logo and visual identity represented them far more effectively than their initial specifications would have allowed.

Our efforts have ensured that the branding not only meets but exceeds the client’s expectations.

We are proud to present the final logo, in different guises, here:

We always provide completed logos to clients in multiple formats. Below you may see the .AI, .PNG and. SVG files for the digital version of HVG’s logo in their preferred dark blue and gold colours. We also sent the client several more files created with CMYK colours for them to be able to use for print designs.

The Perfect Brand Identity is Crucial for Success

A well-executed brand identity is more than a logo; it is the visual language through which an organisation communicates its values and expertise. For Hewitt Venture Group, the new identity reinforces credibility, builds trust with investors, and provides a foundation for all marketing and communications, both online and offline. It ensures the brand is immediately recognisable, consistent and adaptable to a variety of applications. It is a lynchpin supporting the long-term growth of the business.

Next Steps: The Website

Part 2 of this case study will focus on the design and development of the website and related assets for Hewitt Venture Group. It includes penning content for and designing the web pages, putting together downloadable guides, setting up the email marketing infrastructure, and configuring robust security systems. It will also reveal the client’s feedback on working with Azam Marketing’s staff.

Subscribe to our updates for the next instalment.

If you would like to learn more about how we turn a brand vision into finished products, visit our web and graphic design section here and explore our design portfolio here.

Ready to Create or Improve Your Brand?

Whether you are looking to create a new brand identity or refine an existing one, Azam Marketing’s experts can help. We specialise in digital and print branding, ensuring your visuals work seamlessly across all platforms.

Get in touch today via our online contact form or email [email protected] to discuss how we can help bring your brand to life.