This post will discuss the generalized process of how the designers design the logos. Although, every designer has their own design process, this is still a basic outline of what they follow.
Professional logo designers design custom logos by following these steps:
- Constructing a design brief
A design brief is a document that is made by the designer and filled by the client and it contains some questions regarding the clients’ wishes for the logo design. It takes a significant amount of time to fill in the document and the more detailed the answers are, the better the designer will be able to design the custom logo. It is not important for the design brief to be in the form of a questionnaire; it can be in the form of an email, a call or a discussion in person between the designer and the business owner. The reason for this design brief is so that the designer can begin the initial designing process and got to know what the client wants in his logo design. The design brief that is made usually contains questions regarding the clients’ company and what it is about. It also contains questions about the company’s customers and what they do for them. If the client has a logo already and wants to replace it, there will be questions about what he doesn’t like from the current logo and why he wants to replace it; if he doesn’t have a logo, there will be questions about what he wants his logo to look like, what image and message he wants to promote through his brand and its logo and what ideas inspired him.
After the designer has gotten sufficient information about the client and his company, the next step is for the client to conduct research on that company. If the company has been founded recently, then there is not much research to conduct but otherwise, it is important to do so because even if the client has already discussed about his company with the designer, there can be many things that the client himself does not know about his company. Like, for example, if the company is not too popular with the audience and the company owner doesn’t know why, it might be helpful if you look at it from an outsider’s point of view. This way the designer can get an idea of what a person or a customer thinks of the company by putting himself in their shoes. The second topic that the designer should research on is the competitors of that company. What type of logo do the competitors have and what type of branding techniques are they using? The designer will find the answers to these questions through his research and takes notes on the current trends of logos and the things that should be avoided.
- Logo sketches
Using the design brief and the research, the logo designer will proceed to start sketching the first ideas of the logo design. This will be done on paper and not digitally as the designs are just initial designs and have yet to be finalized. These will first be perfected on paper before it is done digitally. If the client has sent some logo designs as his inspiration and an idea of what he wants his logo to look like, then using those designs, the initial designs can be changed and altered, not to copy them or make it look like them but to capture the idea of that design that the client wants. Step by step, more details are added to these designs and they are refined.
- Digitalizing the sketches
The next step is to start designing these sketches digitally to see if it looks good on the screen as it did on paper. The design can also be refined more to enhance it. The colors should not yet be added and the designer should play around with the design a little more and see if it looks good in monochrome and scale it to check its versatility. The designer will also play around and experiment with some fonts and see which one suits best to the logo design. After these things are checked, the designer will then start using colors. The next thing is to start using colors. The designer will already have come up with a color palette and now, he will use it and check which color or color scheme will look best with the logo design.
At this stage, the client is once again involved to take his opinion on what he thinks of the design and what color scheme to go with. The designer will pick a few color schemes that he thinks is best and show it to the client. He will be shown how the logo looks in real-time instead of on a screen. The logo will be printed onto a shirt and paper and, if required, some other things as well. This will enable client to see for himself how his logo will look like in the environment. He will also be shown how it will look like on the website and in profile pictures.
The designer asks the client to take a few days to consider this logo design before going in for revisions or redraws. The client is usually asked to print the designs and stick them around the office to see whether it draws attention and looks good or not. The employees are also asked to submit their feedback, seeing as they are a part of the company and would know whether the logo design will suit the company image or not. This feedback is also important as the designer will know what the client’s doubts and suspicions are and will revise the design, if needed. In some cases, the design might even be accepted, without any changes, by the client. If, however, the client doesn’t accept it, then it should carefully be discussed with him about what changes he wishes to make.
- Final revisions
This step is carried out only if the client has not accepted the design and wishes for the designer to revise the designs. The designer will then make minor changes to the design mostly in the color scheme or typography of the logo design.
- Completed design presentation
The final revised designs are presented to the client which was revised according to his wishes. This will also be like the presentation of the initial design but will focus more towards the changes and how they enhance the logo design.
- Branded stationary and social media
After acceptance, the designer will move on to make branded stationary to see if the logo fits. Social media is the next step and it means that the profile pictures and websites will also be tested to see whether the logo design looks good on them too.
- External signage
This step is not necessary for all companies. If, for example, the brand the logo was designed for is a restaurant, then the designer can provide them with coasters with their brand logo and also the employee’s uniforms could also be branded with the company logo. This is only done if the client wishes it to be so otherwise, they will only get the necessary files.
- Delivery of final files
The last step is the delivery of the final files to the client along with the usage instructions to let them know which file should be used for which purpose. The copy of the final files is also kept with the designer in case the client should misplace the designs. The client is encouraged to also keep an extra copy with him. Any doubts the client has are resolved so the client is at ease and leaves with a unique custom logo design.