Logo design process

I just completed a logo design for a client and I thought I’d share the steps I usually take when creating a logo. A lot of different ideas go into the final product. Here is a post I did featuring some of my logo designs from the past. When it comes to designing a logo, I follow a six step process that seems to work well.

Here’s my six step process for designing logos:

1. gather information

Before I start designing a logo, I do my homework. I research the company or the product and gather as much information as I can. And I ask questions. A simple creative brief is a great way to get your client to verbalize what they are looking for and what they like and don’t like. I usually do mine as an online form. If the client is not able to do this, I actually fill one out on my own from all the information I’ve gathered from conversations and research. It’s obviously not as accurate but it serves as a guide when I’m mid-design and struggling for ideas! Here are some questions I would include:

Who is your target audience?
Who are your closest competitors?
What type of product or service do you offer?
What is the main message you want to convey to your audience?
If your product or service was a person how would you describe that person?
What is the exact wording to be used in the logo?
Is there a tagline?
Are there any specific images or icons you’d like to incorporate into the logo?
Are there any specific colors you may want to use?
Are there any colors or images you would like to avoid?

 2. find some inspiration

This is the fun part for me. Inspiration can come from anywhere. Online is such a great tool – what did we do before the www? I also flip through design books and I even look through magazines. They don’t even have to be design magazines, inspiration can come from anywhere, although People might be a little bit of a stretch. I also research my client’s competitors – I wouldn’t want to have my client’s logo looking similar to their competitors’ logos. Then, study the logo examples that the client liked {and disliked}. This is a good guide for things like style and tone. Here are some of my inspiration resources:

– Print magazine – can find it here online too.
– Design books – I have some old books and will splurge and buy new ones every so often. But good logos never go out of style.
– Google, Google, Google. Lot of stuff out there. Just search.
– Pinterest – always a great source for ideas
– Stock image sites such as istock – sometimes yo can find conceptual ideas for graphics
– Blogs and websites of designers and agencies you admire

3. to the drawing board

I have learned that the computer is a tool and I have to force myself not to go to the computer before I have sketched out my ideas. I can save myself a lot of time if I properly prepare. So I draw but I also find it helpful to write down all the words that come to mind when I think of the product. It’s easier to create visuals this way. And referring back to the creative brief to make sure I’m staying on track and answering the questions is helpful at this point.

4. execution

After sketching out my ideas, I circle the ones that have potential and then create them on the computer. I almost always create my logo designs in Adobe Illustrator. This is the most versatile application for graphics and type. I try to keep it to about 6-8 different concepts to execute on the computer. Always design the initial logos in black & white and then add color later. And this is important for 2 reasons, first, the client might like a logo because of the color treatment and not necessarily because it’s the best design. Also, the logo will have to be used as black & white on some occasions and it should work well this way.

5. reassess & refine

Take your breaks and come back to your designs with a fresh eye. I especially need to do this if I’m spending too much time on one design. I find this helps me to see what’s working and what’s not.

6. deliver

I pick the best 6 or so logo designs and present them to the client either in person or over the phone. It is very important that you can explain your thought process for each design and how each one would work well for their brand. This is a good time to refer back to the creative brief – using key words they might have provided. Ideally, the client would then choose 2-3 of their favorite designs and I would work with them to develop these designs to find the best solution for their brand. Then a final design is chosen and created in all color variations and sizes. And a logo is born!

Logos are probably my favorite type of project to design. They are meant to set the tone for the entire brand and the possibilities are endless. Let me know if you’re in need of a logo and if I can help!

And I’m asking Santa for this Logo Board Game for Christmas. This looks like a fun, everyone-can-play game. And one I might be able to win! Have a great weekend!!