Once we have collected enough information based on what we learned from our research, we start developing the framework of the logo and brand direction. This process is very in depth. Our process is much more than just a “cool looking logo”. There is meaning for every decision that is made in the creative process. Once we have a strong candidate for a logo, we start building out the supporting elements, colors, typography, imagery, graphic treatments, etc. All of this is then translated to a brand book.