The birth of a logo: A peek inside our process

Have you ever wondered about the back story behind some of the most recognised brands and logos? You may be interested to learn, for example, that the golden arrow underneath the word ‘amazon’ extends from the a to the z, to mean they sell everything, and is also a smile. The blue and white chequer board pattern on the Bavarian Motor Works (BMW) logo represents the Bavarian coat of arms (and not airplane propellers as is popularly thought). And the Apple logo, arguably among the world’s most recognisable, represents the fruit of the ‘tree of knowledge’ (with Eve’s cheeky bite taken out of it).

Telling a story

Here at Milkshake, when we first meet with a client about creating a logo for them, we like to try and get as many ‘back story’ ideas as possible. When we started out with Sarum, for example, they told us about the history of their location, which was a fantastic point of departure (you can read more about that here). But sometimes clients don’t have a readily-available source of inspiration – and that’s fine too.

What's in a logo

The creation of Amit Mistry Implants

A case in point was Amit Mistry, a pre-eminent implant dentist who wanted his own brand, as he doesn’t operate from a fixed base. Apart from telling us he didn’t really care for orange or yellow, we were essentially given a blank slate. Scary, right? Nah – we love a challenge! And we definitely rose to it – if we do say so ourselves. Here’s how it all went down.


We put the essential text ‘Amit Mistry Implants’ into three initial concept designs, each very different from the other, and shot these over to Amit.


He came back saying he really liked design #3, but wanted to include the implant icon from #1. No problem, we said, and sent him two new renditions of #3, each incorporating an implant icon in a different way.


Amit said we were getting closer, but he wondered if there was a way to make the implant icon a central part of the letter ‘M’. But of course! we exclaimed and sent him the following.


Design #8 was exactly what he’d imagined – almost. It would be perfect, he mused, if it were just a bit more three-dimensional. And shiny. Which is how we got to these – the positive and negative versions of Amit’s brand-new logo.

The colours and sheen reflect the metal of implants and the 3D aspect makes it look solid, like Amit’s professional reputation. The best part? The implant icon can be used as a stand-alone to continue his branding through all of his marketing material and social media.

What's in a logo
What's in a logo

So, how does your logo measure up?

Has all this talk about logos made you want to redesign yours? Take a look at our logo gallery for further inspiration, then get in touch to give your brand the VIP treatment it deserves!