The Big Five

Before You Pay Anybody to Design a Logo, be sure you can answer these five questions:

Our Brand Identity Process



  • Begin thumbnail concepts for internal review.
  • Edit and tweak sketches.
  • Ask ourselves, “Will this logo endure?”
  • Prepare color comps for external review.
  • Edit and tweak sketches. Again.
  • Reflect.
  • Ask ourselves, “Is this logo active?”
  • Edit and tweak sketches. Again.


    • Present and discuss roughs with Client.
    • Confirm recap of further considerations.
    • Confirm timing for Round Two depending on revisions.


      • Begin tight comps for second round of tweaks.
      • Refer to Brief to stay on strategy.
      • Consider that mark is scalable.
      • Explore and refine fonts.
      • Review kerning (like watching paint dry if you’re not a typographer).


        • Present to Client.
        • Pick direction & proceed to FINAL with tweaks as needed.
        • Everybody breathe.
        • Deliver logo in various print and web formats.
        • Begin draft of logo usage standards.

          Brand Identity Case Studies

          The Georgia WebMBA
          Fragile Kids Foundation
          Tybee Island, GA

          Brief Logo Cases

          HESSTON Balers were celebrating their 35th Anniversary. They needed a logo to put on the actual machinery as well as on marketing materials. We used a “badge of honor” to communicate the anniversary number, a square bale and a message conveying the Brand was still going strong. The color palette is consistent with the color of the balers and the HESSTON Brand Standards.

          Going to the dentist can be scary for some. The practice of Ian Barwick, DMD, wanted to dispel the myth that all dentists were serious, humorless medical professionals holding gray hurtful instruments. The TREE icon represents Dr. Barwick’s Family client base. And the colors reflect nurturing and a soothing buoyancy.

          CBJ Energy, based in Baltimore, helps companies access the C-PACE (Commercial Property Assessed Clean Energy) benefits to lower energy costs and operating costs and increase property value. C-PACE is a simple and effective way to finance energy efficiency, renewable energy, and water conservation upgrades to buildings.

          Our Client, a Harvard Business School graduate, gave our Team this direction: “I’m very pragmatic and just want something professional, attractive, eye-catching and relevant.”

          “Crafton and her Team did a fantastic job of walking me through the logo process, listening carefully to our needs, and creating a series of logos that we iterated on and then finalized. I found it very easy to collaborate with her and I am very happy with the result.”

          We submitted eight designs and the Client made a final selection from her three favorites. We finessed the tagline, made an edit and a color change, and resent the mark. Our Client emailed: “Thanks much, Crafton—your attachment from 12:30 yesterday looks great. Onward!” We love getting emails like this.

          Drumcircle uses exclusive research tools to show marketers the hidden, emotional reasons people make purchase decisions. They needed their logo to express a combination of creativity, collaboration and intellectual rigor. To make the project more challenging, they added one stipulation. “No drums, no circles.”

          After 10+ years The Crafton Group needed a logo redesign. They wanted something handsome in spite of being a women-owned agency. Why orange? Because it represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement and stimulation. What better color to represent the Agency!

          We’d like to thank our friends at ORION Pediatric End of Life Training and Consultation for introducing us to the Greater Atlanta Hospice and Palliative Nurses Association. When Beth Vogel, a member of the association, approached us about a logo we were more than happy to help. Many of our Families have needed the support of hospice and we were happy to have the opportunity to give back.

          Designs began by considering the Greater Atlanta Hospice and Palliative Nurses Association Mission Statement: Leading the way to promote excellence in the provision of palliative nursing care through leadership development, education, and the support of research in the field.

          The mark needed to be specific to Georgia and hopeful to all involved in the association – Nurse Practitioners, Physicians & Physician Assistants, Registered Nurses, Therapists, Social Workers, Chaplains and Volunteers.

          The peach with its halo of leaves represents an emergence. And the hands suggest being uplifted. The color palette was chosen to evoke kindness and the feeling of being comforted.