This post details the points that logo designers focus on and how they design your designs and deliver fascinating results within a certain time limit.
The image above describes the logo designing process in detail and it is divided into some steps:
Design brief is, put simply, a set of questions compiled as a questionnaire form or asked during an interview between the designer and the client. The questions are mostly targeted toward the company and its goals and origins. These help to form a good understanding of the what the client is looking for in his design. The answers to these questions act as the base foundation of the logo design. Some examples of questions are:
- What is your company’s goal?
- What type of audience do you wish to target?
- What type of design do you want?
- How was your company founded?
- What is your budget?
- Is there any time limit for the completion of this task?
In order for the designer to be clearer about the company and erase any doubts, the next step is for him to go online and search for that company. By putting himself in the audience’s shoes, the designer will have a good idea of what the customer’s views are regarding that company and he will also know about the things that, maybe, the company owner was not able to tell him. It is basically like looking at the company from a new perspective and learning new things. The designer will also research on the competitors of the company and where they stand in terms of their logo design and their marketing and branding techniques.
Next, the designer will search for inspiration and look through various logo designs and what made them successful and collect some ideas that might be useful to learn from later on. The designer will also research on the latest trends in logo designs to see what to avoid and what trend could fit into the logo design and stay relevant for years to come.
iv. Sketching and conceptualization
Instead of starting to draw out your designs digitally from the beginning, it is better to start out with a paper and a pencil as the designer can change it and draw a million times over. Drawing on paper will help to inspire them to make various designs before choosing one. They can re-sketch their designs and take their time and keep getting inspiration on how to perfect their designs. Some designers even start this step by not sketching at all and instead of writing down some creative words that are later turned into sketches. For example, the company that hired them is a toy company so the designer will write down words like happy, funny, attractive and more and sketch them out to see if they match the company goal. The designer does not get rid of any of his designs or rough sketches because he may get some inspiration from them or he could incorporate them into the final sketch.
The designer should not constantly focus on his work. He takes breaks in order to have a fresh perspective every time he picks up where he left off. If he continues his work without any breaks, he would altogether get tired of the designing process and lose his inspiration. It is important to keep taking breaks and considering your designs with a new point of view.
After the final sketch has been chosen by the designer, he should begin to draw it out digitally to see how it looks like on the screen. This will also enable the designer to be able to revise his design if he feels something is off and needs further editing or not. He can add and delete a few things as he sees fit. In this stage, the designer also has to make sure that the design looks good in the color scheme chosen by him for the logo design, if it looks good in black and white and finally, if it looks good in reversed colors. For example, the Nickelodeon logo has only 2 colors: orange for the design and white for the text. Reversing the colors means that we change the texts’ color to be orange and the design color to be white. Would it still look good? That is what the designer should check with his logo design.
This may be the second most difficult task for the designer after the sketching part. The designer has to make sure that the client fully understands the logo design and what messages it portrays. The designer, not only has to present the design digitally but he must do so physically as well i.e. he will have to do it in printed form on paper, as well, to show the client what it looks like to the client if printed on business cards and T-shirts and such. It will also have to be explained from the customers’ point of view and how he might interpret the logo design. They have to be sure that the audience doesn’t take the wrong message as opposed to what they are trying to convey. The logo design must in turn attract the audience as well.
The last step in the project is to deliver the files to the client along with the additional stationary and custom items, if promised by the designer. There is one important thing to be kept in mind whenever taking on a logo design project and that is that the designer should always make sure not to promise any additional items, in the case that he may not be able to deliver them. That will make the client disappointed and that’s why it is better for the designer to not promise anything, but he can deliver it later on for an additional amount. If, supposedly, he does promise then he should be completely sure of himself that he will be able to deliver them.
After the delivery of the files, some designers can choose to provide support to their client. Like, the client can stay in touch with the designer in case he has some doubts about the usage of the logo design files or if he wants to re-brand his logo or take some marketing tips from the designer regarding the custom logo design. Some designers also can provide an extra file, at the clients’ request or at an additional fee, of a little animation of the logo. This is another way to add value to a logo and could work well to attract an audience. It is not necessary for a designer to stick around and be in touch with his previous clients, but some designers see it as a good practice and choose to do it.