STEP ONE - BASIC BLACK
Your logo is the foundation of your corporate identity - all your color and lettering standards should stem from it. Your logo should appear on every product you produce and stand by every service you perform. That means it needs to look just as good on your billboard as it does on your business card. That means it needs to look just as good in full color as it does in one color. So that's where we start - one color - basic black.

Let's go through the five-step process using The Driver's Club as an example. We presented six ideas in black to our client and asked that they choose the one they like. Note that all of these ideas "work" in black - they're legible and any graphic elements used stand out just enough to identify themselves. For example: the steering wheel in the top left thumbnail can be recognized for what it is and yet doesn't overpower the name of the company. Speaking of the name - in almost all cases, the fonts chosen are part of large families. This perfect for versatility when it comes to type-setting sales copy in brochures and advertisements down the line.