Michelle McCoy Designs

Creative solutions to build stronger brands

The art of perfecting a logo

A couple months ago I had the opportunity to design a logo for Chesapeake Periodontics, who was a client of Emerging Communications. At the beginning of the design process, I was told that the client liked ducks and the outdoors so I went with that as the inspiration for the logo.

Here are some of the initial proofs I came up with that led to the final logo design.

Logo 1


logo 2


In the end, the client decided they wanted to try something else in place of ducks so I did a typographic illustration of the initials of the company to look like a sail boat, representing the Annapolis location.

final logo

After the logo was designed, I carried out elements of the logo onto the rest of the branding and identity materials including letterhead, business card, brochure, and envelope.


2 comments on “The art of perfecting a logo

  1. Lulu
    December 1, 2010


    • Michelle McCoy
      December 12, 2010

      Thanks, glad you like them!! The last was the end result.

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This entry was posted on November 3, 2010 by .
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