Logo design is a practice that’s a lot more involved than people realize. Developing a brand that can communicate exactly what a company is all about can be a very tedious and time consuming undertaking.
- How will a customer or consumer interpret my new brand?
- Does it reflect my companies target market?
- Does it fit the style that we’re trying to convey to our target audience?
In order to answer these vital questions we have to go through what is known as a logo design process. We have taken one of our logos and walked you through all the steps.
The Design Brief
A majority of all designers will agree that the first step in developing any new branding is figuring out what the client is exactly looking for. The first part of this process is typically known as the design brief. This is when the client will give an initial accumulation of information which should give the designer an understanding of what direction to take. We always provide the client with a logo design questionnaire which provides me important initial information on where to start. Once the questionnaire is completed we will often have further questions for the client in order to fully understand their needs and goals.
Research and Brainstorming
The next step in the process is the research and brainstorming phase. This is when we take all the original information we’ve accumulated from the client and begin analyzing. We will research the client’s competition, history, future, current branding, trends in the market and what could set the client apart from the rest of the crowd.
Sketching & Conceptualizing
After we’ve finished the research and brainstorming phase we will begin sketching out our ideas on plain paper. This allows us to generate a large amount of possible ideas which most of the time can become quite redundant after a while but the goal here is to not rule anything out.
Once we’ve completed sketching out my ideas we will then begin transferring the ones we think will work successfully to the computer. We call this the prototype design phase. We will render the logos in a vector program such as Adobe Illustrator and we generally don’t incorporate any color at this time. If a logo works in black and white then it will typically always work in color. We regularly try to provide at least three unique logo concepts for the client to review.
The next step once we’ve completed the initial round of logo prototypes is to prepare the files for the client to review. We will compile a PDF file with the logos laid out nicely and formatted in either a black-on-white or white-on-black which helps the client concentrate on the shape and form of the logo. This allows the client to not become distracted by easily editable aesthetical elements. As we mentioned before, we only present the logos initially in black and white until the final stages where we will then begin to introduce color.
Revisions & Polishing
Following the review from the client we will begin finalizing the logo. At this stage we will begin making any revisions the client has asked for or suggested and depending on the extent of the revisions may submit another round of logos for the clients review.
Conclusion & Final Product
As you can now see, creating a unique branding is very complex task. It takes time, experimentation and exploration to come up with unique ideas which in the end will produce a great brand. Hopefully this article gives you a good idea of why it takes time to produce and develop a good branding. Here is the logo the client finally picked.