You Get What You Pay For
Logo design is an in-depth, but rewarding process that I personally enjoy as a designer! It's a fun and exciting time for clients, and I love working together to create a logo we can both be proud of. A good logo should be memorable, effective, describable and scalable. For this to be done correctly takes both time and care, so it should not be cheap. If a logo is cheap, you can safely assume very little thought, time or effort has gone into it's creation. Your logo is the first impression of your business and first impressions do count - make sure your branding is original and professional!
Step #1 – Brainstorming, Sketching, Research
Once a client has adequality completed my Brand Identity Questionnaire and accepted a project proposal, the logo design process begins! Considering the information supplied and conducting my own research into the industry, I like to start by sketching ideas by hand on paper. I will continue do this until I have several solid ideas happening and a good starting point to work from. Once satisfied, I'll send a copy to my computer as a visual reference while I create.
Step #2 – Digitizing of Concepts
I gather together all of my reference materials on screen - rough sketches, questionnaire answers, style preferences, competitors, reference images and more - anything relevant or inspiring to the entity being branded. I create a sort of mood board, keeping in mind the overall spirit of the brand. Fonts, shape, line, composition, objects, symbols, texture and more are all considerations. I'll push the concept development, take a break and walk away. Reflect. Return with fresh eyes and push it even further.
Step #3 – Presentation
Once I have refined the logo concepts to my standard and selected the strongest, it's time to share them with my client. Each concept is explained and often accompanied by a deconstruction of it's elements. Concepts are presented in one colour only, so we are able to focus purely on the design aspect without any distraction. This is also a great way to ensure the logo will function effectively in a one colour print situation.
Step #4 – Feedback & Development
All concepts are clearly labelled for easy reference, so my client can advise which of these is their favourite. Sometimes they will be happy to proceed with a design as is, on occasion some development is required. On approval of the design stage, we can then move on to colour considerations.
Step #5 – Colour Palette Exploration
Colour exploration is a fun step, but there is much to consider. Colours are symbolic. They can be very effective at conveying different attributes and moods. A client may have favourite colours they wish to explore or particular ones they want to avoid. This information of course is kept in mind, but I must also make sure colours are suitable to the overall message of the brand. I need to make a selection that works visually. That sets the brand apart from it's competitors. Helps them to stand out and become recognisable. A logo may be comprised of a single signature colour, or two, three four or more.
Step #6 – Finalisation
Colour options are refined and presented to the client, again with accompanying statements to explain what the colours represent or symbolise. My client can selected their preferred option. If any final revisions are required they are made and returned, and the logo is finalised.
Step #7 – Delivery
On finalisation, I save off a range of logo files in different formats for both print and web use. I also create a basic style sheet which is included as standard, though a more comprehensive style guide can be supplied if required. Here, my client can easily reference their fonts and colour codes, or check the handy file guide. These file are sent through and the job is completed - a brand new logo!
A special thank you to Kat at Spinifex Fitness for being a great client and agreeing to share the development of her logo design with our readers.
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