About The Logo Factory

What’s our story?

Everything you needed to know about The Logo Factory company
(and then some)

What makes The Logo Factory® different from most other online logo design companies? We like to think it’s because we’re designers running a business, rather than business people trying to be designers. Not surprising really, considering our history. Company founder Steve Douglas, has been a professional graphic designer and illustrator for almost thirty years. Having studied traditional illustration at Sheridan College of Visual Arts (Brampton), as well as traditional art and photography at Ontario College of Art and Three Schools (Toronto). Steve has been a magazine art director, as well as an ad agency art director until he founded his own freelance studio in 1990.

This freelance project evolved on the Internet into The Logo Factory, after an online personal portfolio drew request after request for him to design company logos;

Logo Factory concept logo“Over the years I tried to utilize my training as an illustrator but clients kept coming back for company logos. It seemed to be something I was good at, and was a niche market that pretty well developed itself. I began to specialize in logo design, and started to realize the importance of a logo, both as a sign of a company’s goals and a symbol that “hey – I have arrived”. Having been involved with the arts since a kid, I had always dreamed of running my own art studio and had originally envisioned a rough version of the TLF concept – a logo design company that worked with small to medium companies to create top-notch corporate logos around 1993 as I thought of ways to build my freelance practice.

original logo factoryOver the years it became apparent to me that many small businesses were settling for home-made icons, clip art logos or other less-than-stellar do-it-yourself solutions. Large agencies were either too expensive, too intimidating, or both. Was it possible to work with smaller clients while supplying agency level work? I figured it was. After all, I was working freelance for these very same agencies who turned over my designs to the end client, but not before marking up my work a thousand percent. I imagined a studio that worked one-on-one with clients and by charging reasonable rates, could afford to hire, and nurture, extremely talented designers. I imagined the kind of design shop that I would like to work for.

The original Factory typeface logoIt wasn’t until I discovered the Internet that the idea was realized completely – when an online personal portfolio quickly evolved into a rudimentary version of The Logo Factory. Rather than local clients viewing my work, requests for quotes came in from all over the world. Seeing that opportunity unfold, I began to formalize what would that year become The Logo Factory Inc. – a utilitarian ‘working studio’ without the typical agency pretensions and outrageous design charges usually associated with logos and brand development. The Logo Factory houseAt the beginning, I ran TLF as a ‘one-man show’, working quite literally off my kitchen table and making it up as I went along. There was nobody to emulate, so through trial- and a lot of error – I ended up developing some online design concepts – bragging rights I suppose – that would later became the business model for thousands of companies.

But regardless of where the company goes and even though we celebrated our 10th anniversary a few years back, I will never forget those humble beginnings. It is those humble ‘kitchen table’ days that allows us to have a special affinity with the new business owner – the majority of our new clients.”

It is with that in mind, The Logo Factory developed a full range of design services, most of which are available at flat rate pricing. As Douglas puts it –

“The small to medium sized business owner is spending their own money. They need to know how much that logo is going to run them, how much their stationery design costs or how long their brochure design is going to take”.

Studio NewsOnce marketed officially as The Logo Factory on the Internet, demand for design skyrocketed, quickly outgrowing the availability and means of a ‘one-man-show’. To counter this, the newly formed TLF began the exhausting process of assembling a team of talented designers who would become experts in logo design and corporate identity, combined with knowledge of the latest technology and techniques. This was teamed up with a customer service department to create a true design ‘factory’, capable of handling and processing client requests and logo design orders from across the globe.

Now a web veteran, our shop has been creating corporate identity logos and artwork almost exclusively over the Internet for over a decade, with clients in such remote locations as Guam, Russia, Germany, Australia, Asia, Switzerland, Canada, Sweden to name but a few. For more studio news and information, read our logo design blog. Updated almost daily. You can also check out our Daily Logo for a daily dose of design inspiration. For our legacy portfolio see here.

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