The client specifically requested that the colors of their logo be red and black. It was important that the logo look corporate or like law firm logos because The Research Firm works with attorneys in the Sarasota region. The choice of a font was fairly easy because I wanted an elegant serif font and when I think about that I always think about Adobe Garamond Pro. Garamond to me is elegant because of how clean and intentional the serifs are. If you look at the bottom right of the uppercase “R” you’ll see a bit of that elegance.
Because the design overall was simple we provided over a dozen variations of the design before we settled on this one. The most challenging part in coming up with a final version of this logo was deciding how the letters should overlap and which parts should be in the negative space.