The Logo Design Process

Once a client has adequately completed my Brand Identity Questionnaire  and the deposit has been paid, the logo design process begins! Considering the information supplied and conducting my own research into the industry, I like to start by rough 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.

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.

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.

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.

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.

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.

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!