How To Design A Logo Using Top Designer Processes
In today’s fast-paced business environment, compromising on your brand and logo is quite frankly a complete no-go!
Whether your business is targeting the public or private sector, your logo is generally the first impression that a prospective client has of you. I think we’re all in agreement that first impressions are extremely important especially when looking at developing trust and ongoing relationships. It is well known that the buyer buys into you as well as the company brand, so looking professional from all angles is imperative. Your logo should reflect what your company is about, at first sight, being sure not to be overlooked.
In this article, we are going to take a look at the fundamental design processes of designing a logo when working with businesses to get the best results.
1. The Brief
When creating a brand it is important to liaise with the client to find out as much information as possible from the business at hand. This process can be done in a number of ways and can save time in the long run. Remember, preparation is key!
Each designer will have their own way of collating a brief, it could be anything from talking face to face to sending a questionnaire in the first instance. As design guru, Jon Homs says “You really need to understand your client very thoroughly before you get started.”
2. Researching the industry
Once you have crafted a design brief it is also important to look into the industry that the brand belongs to. This can give you a better insight into what works and how the competition markets themselves.
3. Visual research
Now you have a good grasp of what’s required from the client, it’s time to look at the design itself. Visual research of a logo consists of information that is represented in artistic forms to accurately convey a clear message. It is a great opportunity to refresh ourselves with what is current and successful. Here we can focus on a look, a style or an approach that we are going to go with.
4. Sketching & Conceptualising
Developing the concept of a logo is where creativity comes into play. It’s now time to act on what we have learnt from collating a brief, researching the industry and conducting visual research. It is also important to bear in mind the formats/ materials the logo will appear on. Examples of different formats include; websites, promotional products, printed literature and uniforms etc. In the initial stages a rough sketch is sufficient using pens/ pencils and paper this can really help the best designers get their creative juices flowing.
As with all creative processes having time away is also very important, this time is used to reflect upon what you have so far and can give you fresh insight when returning to the project. When a creative process is forced it can become distorted and you can lose the direction. You will return with fresh ideas and enthusiasm, possibly seeing your design in a different light which can give you more creative ideas to work with. This is also a great time to get feedback on your work up to now.
This is when the designer needs to think about how they are going to work with their clients. Some would choose to produce designs in line with the clients’ design brief (i.e. not recommending alternative design ideas). Alternatively, designers can adopt a more consultation-like position by having a more hands-on approach where they can guide the client using their creativity and design experience. This decision is ultimately up to the designer, based on their individual business processes.
The big day is here, and your confidence in the designs and how well you have understood your client’s vision will dictate the outcome of the presentation. You may well choose to present a large variety of designs, on the other hand, if you feel you understand the client’s vision, you may showcase just a few designs. If in the unfortunate circumstance the client is not happy with what you’ve presented it’s back to the drawing board with the all-important feedback. This is when the designs are revised and re-showcased to the client. When you have something that they are happy with it’s time to deliver the finished design to the client and then celebrate!
Each designer will have their own way of celebrating and it can be a huge weight off their shoulders, particularly if a project has taken a long time. A study conducted with 75 top designers concluded that when a job is approved;
• 31% of designers celebrated with a cold beer
• 22% have to head off to bed to get some much-needed sleep
• 12% choose to relax and
• 35% can’t celebrate because they must start on the next logo design!
We teamed up with Just Creative to make the infographic below, giving a beautiful presentation of the key steps of the logo design of top logo designers.
We can print your logo designs on a wide variety of promotional products.