Everyone wants an amazing logo, but the reality is that sometimes time and money are in the driver’s seat. Whether you’re launching something new, need a temporary logo for an event, or are branding a smaller part of your organization (a “sub logo”), you simply can’t take the necessary steps required in a full logo process.

Early in the pricing exploration phase of Bright Coal, I realized that ministries with smaller budgets sometimes have the greatest need for quality brand assets. Additionally, the full logo process can be overkill in certain situations. Most importantly, I wanted to figure out a solutions for the folks who need-but-can’t-afford good logo work. There’s a wide chasm between $100 student designer and 4+-figure advertising agency process. I thought, “Surely, there’s a solution in the middle.”

This is why I started offering logo “Hot Sheets” as a service.

“He asked really good questions on our call. Then he took that knowledge and designed a logo that fit us perfectly! I have worked with many designers over the years and Josh by far has been the best I have used!
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— — Robbie Foreman, Together Church

A Quick History on Flash Sheets

Different folks use different words to describe them (hot sheet, flash sheet), but it’s basically a sheet of different-but-similar logo concepts that most designers do as a part of their process. Lots of folks will use them in search of the elusive final logo, but end up scrapping the majority of the concepts. Sometimes the client never sees them at all.

Flash sheets first showed up in Tattoo Parlors

Flash sheets serve as a way for a customer to walk in, look at lots of options and choose something (at least in the right ballpark) of what they want their final ink to be. Typically these are designed in sets that match. For example a “Sailor Jerry” flash set would include a variety of sparrows, hula girls, skulls, pirate ships, roses, etc. all in the same style.

Why do flash sheets work so well?

ON THE CLIENT SIDE

Everyone likes to choose. The flash sheet allows you to see a bunch of good work in one place and make some quick decisions. Depending on the scenario, if you like all of them, you can effectively use everything on the sheet as a part of your brand family (e.g. badge for instagram profile, icon in website browser, wide format on letterhead, etc.)

ON THE DESIGNER SIDE

On our kickoff call, I’ll collect the critical information about your new brand direction. From there, I’ll open up Illustrator and start working through concepts. Once I’ve got something that feels like a fit, I start “exploring the neighborhood” conceptually. At that point, I can send over a flash sheet knowing that it will be a great step in the right direction for you, but at the same time, 90% of the work for that project is over at that point.