The process of creating a logo

Posted January 9th, 2013 in Articles by Eko S

The common conception that a simple logo, made up from a few letters and one or two abstract shapes is taking just few minutes to create is totally wrong even if it is very widespread. Many people, some of them purposely, ignore the research time; everyone knows that this aspect is vital in the success of not only logo design, but in any kind of activity. On the other hand, there is no shame in recognizing that some logo designers have created astonishing masterpieces in just a few hours of effective work…what everyone misses in this equation is once again the time spent on research and creating the sketches on the never outdated paper with the help of a pencil.

As you have guessed, we are keeping up the serial dedicated to those interested in turning into logo design superstars. This time we are presenting the most important aspect: the practical manner of creating a logo. Everyone is unique and special, therefore if you have another approach is not wrong or unprofessional, it is just different! What really matters is the final product, the logo itself; I am in doubt if a client would ever ask a logo designer about the process of creation. The next algorithm is based on the best practices shared by the majority of the logo designers; in conclusion it is better at least to pay close attention to it (it’s redundant to say but it worked even on me). It will be a real help for the very beginners any piece of advice that is provided by other logo designers…it won’t take you more than three minutes to share with us some of your impressions via comment form. We are gladly to find out how some designers are crafting their works and also, feel free to ask any question and we will try our best to solve your issues. The next steps are almost idealistic because each project implies inherent issues- the client can’t meet with you, the logo needs to be finalized before the deadline or the budget is lowered etc. These situations can’t be precisely foretoken; therefore you must be solve these in each case!

The ideal process of creating a logo:

The first step is clearly the meeting with the client, personally I consider that face to face is the best approach but when you are in Europe and the client is in Japan, a Skype conversation or a clear description of the project through email is enough. During this meeting you must obtain as much as possibleinformation about the client and his demands. Usually, a professional logo designer has some sets of common questions and he tailors the “interrogation” for each client. Firstly, it is mandatory to find out the activity field of the client and some competitors, eventually their official websites. Secondly, it is vital to know if the new logo is a totally new entity or it must be a redesign, if there is a website already or a new one must be created or which are the expectations from the project. Third, but not lastly, it is better to find out which are the preferences of the client, maybe he/she is deeply in love with a specific color.

It is the most ignored phase, but paradoxically, it is the most important, in this stage, every mistake supposes a great volume of work to correct it. In this stage, having already established with the client the details of the projects, the logo designer studies the identity of the client. It’s quite important to have a clear idea about the new project: is it just refreshment or a completely new perspective? No matter the situation, the logo designer must determine the strong and the weak points of the client business and of the competitors. Every activity field has its particular features and ignoring these is a huge mistake.

Even the most experienced logo designers can’t allow skipping this step, even if practically, is a waste of time. At this phase, the logo designer is sketching his concepts using the never old-fashioned paper and pen. There is a little trick and you, the logo designer to be, should know and use the advantages of it: by only drawing, the concept of the future logo is highlighted. In this way it is much easier to realize if the idea behind is interesting or not. Don’t be afraid that you are not a very talented drawer; there are tons of amazing logo designers that don’t make stunning drawings; once again, at this stage what only matters is the concept.

This step is somehow dispensable, not because it isn’t important, but mostly due to the lack of time of the clients. It supposes to present to the clients some “official drawings” to let him know the concept of the logo. There are two cases:

• The client is satisfied or asks for minor changes and you may go to the next phase;
• The client isn’t content and you must elaborate other ideas.

The fifth phase is the effective work on the digital file. The idea is simple: you have an approved concept and using no matter software, it must be transformed into a digital file. There is nothing more to say, the logo designer is effectively doing his job.

It is another optional step; again it depends on the deadline established. The logo designer, of course, if the deadline allows this “luxury”, should take a break and totally forget about the project. Personally, I consider that a day or two is enough to become objective once more when you go back to the logo previously created. It supposes that you may readjust some aspects, do some small fine tunings…anyway, not major modifications.

Finally, the most important part: the meeting with the client and receiving the final verdict: good or bad! I am pretty sure that respecting this algorithm thechances of having an appreciated logo are high, but don’t be disappointed if he has some comments to do. Regarding these critiques, some logo designers go back to work to adjust the logo according to the preferences to the client while others ask for another payment to do these. This aspect must be stipulated into the written agreement, therefore there is nothing precisely defined.

You have the tendency to believe that it was the final stage; from a perspective, it may be the end, but for many logo designers there is another special phase: a new project from a new client!!!

I really hope that this algorithm will help you in creating amazing works; of course, it will be a great pleasure to help you so use the comment form if you have something to ask, we will try all the best for you.

- Written by Daniel -

Source: http://ibrandstudio.com/articles/logo-design-process