BRANDING

Client Brief : Sapo King.


Sapo King by D.Zapa The logo design process has a great deal of trial and error. To demonstrate, we will break down the logo design process for a client, Sapo King, who is a junior golf champion. As with any great logo, we want the end result to be simple, scalable, and memorable. And like most great logos, if you can connect with the essence of the client/product, you will create an amazing logo that transcends time.

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The first step is to become familiar with the client. You must find out who your client is, how they perceive themselves, and how they want to be perceived. These answers will be the driving force and direction for the logo’s look and feel. Sapo King is in the business of golf. Since the tender age of two, he has shown great prowess, determination, and talent on the golf course. When asked how it became so good, Sapo King replied, “God gave me the gift of golf. And I use it.” At three years old, Sapo King made his first birdie on a par 3, 96-yard hole. From that moment, he was given the moniker ‘king’.

We wanted to incorporate a logo that fused together symbol meaning of Sapo King’s life with a modern and sleek look. We felt a flowing font would lend itself to a youthful feel and movement—like the golf swing. Our font choice reminded us a bit of our childhood on a Saturday morning in front of the television and the cartoon, Speed Racer.

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The intensity of the eyes within the logo is derived from the intensity from Sapo King’s eyes when in action on the golf course. His energy is that of an old spirit. His determination is felt through his steely gaze. The crown represents the name, king. The two following paintings capture this determination. The three jewels on the crown symbolize his age when he made his first birdie. The smirk on the face of the Sapo symbolizes Sapo King’s approach to the game of golf—‘serious fun’.

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Research

The research phase consisted of exploring the client’s market. No client is an island; and it is important to research the market and its competitors for any similarities or even ideas. For example, if there is already another prominent company in town using the color red to market themselves, then it’s probably not a good idea to also choose red as your company’s flagship color for the purposes of brand recognition. Details such as these may sound like common sense, but they are still surprisingly overlooked. But make sure that you do not abandon the essence of your client/product for the sake of research. Sometimes, you must trust your gut and run with your vision.

 

Competitor's logo

After researching logos that represent professional golfers, we discovered that the created logo can be used on Sapo King’s competition clothing and like Greg Norman, Tiger Woods, Gary Player, and Jack Nicklaus, can be used for other facets of the game and additional projects. It became clear to us that Sapo King’s logo must be unique enough to define Sapo King as the child golfer that he is today, but also be sharp and artistic enough to grow with him.

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The Drafts

And finally after all that research, the fun begins. Sketching on actual paper non-stop. The importance of the sketching phase is to get every idea possible out of your system before you head over to the computer. We call this the “mind dump” step.

Here are a few of the sketches. See if you can find some hints of the final logo.

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Logo Mock-Ups and Client Feedback

Once the sketching phase is complete, we begin to crank out the graphic drafts of the logo. First and foremost, it is important that a logo works without the use of color. It is only after the logo has been chosen that color will be added. After discussion with our team and with the client, we decided they liked the look and feel of the last one. Like with any good design process, tweaks were to be made. The second images show the further tweaked versions of the chosen original. And last but not least, the final logo was decided upon.

 
     

Once the final logo was chosen, we then began to play with colors. The client wanted various ‘colored’ logos to be used on his competition hats, collared shirts, sweatshirts, golf bags, golf glove and golf shorts. The great thing is that the logo has also been used for the client’s marketing materials (photographs, workout tees, umbrellas, notepads, childrens book, backpacks, and towels).