We live, eat and breathe logo design. Chicago businesses trust the deep end for logos that make a splash.

Want your business to stand out & be remembered?

Your logo has the power to connect your business to your audience, and at The Deep End, we understand that better than anyone. We excel at translating our clients’ business ethos into a simple, memorable and timeless visual form.

Go ahead, watch the video on the left and see what The Deep End can do for your business. We can’t wait to hear from you.

what we can do for you:

deeper than (just) design
deeper than (just) design

To us, a beautiful logo design is a given. We design even deeper, with the purpose of connecting your brand with your audience specifically.

style guide development
style guide development

If your team will be working with your new logo, we can provide a concise written guide with “the rules” for using it correctly, to keep things consistently on-brand.


We hate to brag, but our clients have some great things to say.

Our clients are always extremely happy with the results we provide them with, because we research and design with their final-story goals in mind.

Watch the video on the right to see what our clients have to say about their experience working with us.

see what our clients are saying
see what our clients are saying

Ready to take your business to the next level?

Schedule a no-strings-attached consultation to see what happens next.


Branding & Logo Design: Chicago ‘s Choice is the deep end

Every business needs good branding if it’s going to survive. And a killer logo is on the front lines of your brand. That’s where we come in.

Whenever we take on a new logo design client, we must first figure out the personality of the brand, as well as their audience. We begin with an open, honest dialogue with our client to get their thoughts, as well as any prerequisites that may exist. From there, we conduct our own research, and once we have a solid foundation to build upon, we get creative.

While every logo is different, good ones all have a few things in common. A strong logo needs to be:

  • Appropriate to your business
  • Appropriate to your audience
  • Simple
  • Memorable
  • Timeless

At the end of the day, establishing a positive connection with your audience is the goal of a good logo design. Chicago and national businesses alike have benefited from our creative process, and we have designed many memorable logos in almost every industry.

Our Logo Design Process

We have been working with logo design clients in Chicago, Los Angeles, and all over the U.S. since 2011. During that time, we have established a time-tested process that we use to consistently deliver the highest quality logos to our clients.

Here is what you can expect:

Step 1: Discovery

We always kick things off with a discovery meeting with our new logo design clients. It is here where we ask all of our burning questions about your business, as well as your customers/clients/audience.

Here are just a few of the types of questions we like to ask:

  • Can you describe your core audience? Are they primarily one gender? What is their age range?
  • Who are you direct competitors? (Locally in Chicago as well as nationally)
  • How are you better than your competitors? What do they do better than you?
  • What overall feeling do you want your logo design to convey?
  • Do you have any color preferences, or existing brand colors? Any colors you don’t want to see?
  • Where will your logo primarily be used?
  • What are some existing logo designs that appeal to you and why?

Step 2: Research

After we speak with our clients, we spend some time researching on our own. What are others doing in your industry that is working? Where are others falling short? We also compare our clients’ stated needs against our findings about their industry as well as their audience to make sure everything adds up.

Step 3: Initial Concepts

Once we have all of the information we need, we begin with the logo design process. Every project is a bit different, so we tell our clients to expect anywhere from three to ten unique initial concepts.

Step 4: Revisions

After the initial concepts are presented, there are several courses of action. Sometimes we hit on the perfect design on round one. Usually, however, we find that a round or two of revisions are needed once our clients review the designs and provide their input.

We include three revision rounds in every logo design package, which is more than enough to iterate on, and come out with the perfect logo that everybody loves.

Step 5: File Delivery

Once the final concept is signed off on, we deliver the final working files to our clients in digital form. Deliverables may include: jpg images in various sizes, png images, eps and Adobe Illustrator editable files.


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