My Logo Design Process
To develop an effective brand identity, it is extremely important to have a clearly laid out process that gives me guidance and allows clients to articulate their needs. While every designer has their own logo design process I have found that these few simple steps have saved me from miscommunication, frustration and unnecessary time and money spent on revisions.
1. GET TO KNOW MY CLIENTS (Questionnaire and Pinterest Board)
The most important part of the process is getting A LOT (the more the better!) of information from my clients. This enables me to understand what their business is about, what their needs are, and what they like and dislike. I get this information from my clients two ways. First, I send a design brief that includes questions such as, “What do you want your logo to communicate about your company or products?” and “Are there any images or concepts you DO NOT want to see?” These types of questions allow clients to think about their business goals and how they would like their company to be represented visually. Secondly, I encourage my clients to set up a Pinterest board. Pinterest is an online pinboard that allows individuals to collect and share their images and is a terrific way for clients to communicate their likes and dislikes. Below is a screenshot of the board that the High Five gals put together for me. Notice how they added comments about what they liked or disliked about the image?
After I receive all the information above, I do my own research to inform myself on the latest trends within my client’s industry. If I’m not exactly clear on the style my client is after or if I want to push them in a certain direction, this is also when I show them images of a particular look and feel I am after.
3. SKETCH, DIGITIZE, AND PRESENT
After all that research, I usually have a pretty good idea of what direction I should go in and finally start designing. I usually spend about 2-3 days sketching. Once I have some good solid ideas on paper, I scan the three strongest designs and digitize them on my computer. It’s important that the logos are strong designs without any color (often clients choose logos because they are influenced by color). So, I almost always present the first round in black and white.
4. REVISE, CHOOSE COLORS, FINALIZE AND DO A HAPPY DANCE!
Once I submit the designs to my client, I wait for their feedback, make revisions and present color options based on inspiration photos they send me (see sample of color options based on images below). I then submit round two and repeat until complete!
If you are a designer, what’s your logo design process? What works for you? What doesn’t? Or, if you have been on the receiving end, what made your experience good or bad? Let me know in the comments below—I’d love to know your thoughts!