June 7, 2016
An experienced designer knows that the logo designing process is essential to ensuring the outcome is outstanding. In order to craft a strong logo, designers need creativity and deep thinking.
There are no shortcuts to a great logo design; If you don’t put in the work at each step of the design process, you won’t get the optimal results. A successful logo design will tell a compelling story about your brand, consistently. It’s how your customers will remember you, and it’s the way you will stand out in a crowded marketplace. It’s how the most beloved brands are born.
Let’s get started with these four logo design tips to help you to make a creative, authentic and memorable logo design for your company and your next project.
Make a Logo Design Brief
A logo design brief is the end result of a question-and-answer document for a particular design project produced between the designer and the client.
The aims and objectives state why the work is being carried out and how it will help the client. You have to be sure to include any specific requirements. For example, it may be “to gain a wider understanding of the identity in a location or language that was previously unused.” The aims and objectives help create a picture of the problem you’re trying to solve.
The creative brief includes the following information about the logo designing process:
Basic info: State the Company name. What word(s), letter(s) or icon(s) should be included in the logo? What are the organization’s values and mission?
Competition: Who is your competition? How are you different from them? What do the competitors' logos look like? What colors are being used?
Distribution: Are there any production considerations? For example, the logo may need to work with one color or at very small sizes. How will the logo be reproduced — for example, in offset printing, web, silkscreen, embroidery, or embossing.
The Impression: Most communications leave only one impression overall. Is there something specific the viewer should remember about the company after seeing the logo?
Target audience: This series of questions is quite possibly one of the most important questions you can ask during the logo designing process, as this audience is who you are crafting the logo for. Knowing the ideal “person” you are designing for will set the tone for the logo.
Your target market is essential to knowing the style needed to best promote your company. Are you targeting a particular industry? Targeting specifically men or women? Targeting a particular age group?
Research and Brainstorming
This step requires you to find out more about the industry your client is in. Consider the historical perspective of your client and their industry. You should be able to answer the following questions: What is the history of the product or service? What does the product or service involve? And what production methods are used, if any?
The brainstorming component factors are the industry-specific trends, product or service uniqueness, the current brands position, the future business and brand ambitions.
Examine the sketches against the creative brief. Thumbnails that show potential can be explored further with pen and paper to a point where you're confident that time should be spent refining them on the computer using Adobe Illustrator.
One of the most important benefits of sketching is that it gets you in touch with your design work on a whole new level. By spending so much time developing a solid concept, you gain a stronger understanding of the elements that go into your design. You’re able to explain it more eloquently to clients and defend it more successfully if disagreements arise.
Feedback and Review
Now is a great time to get feedback from colleagues and other designers, and possibly even from your client. Make it constructive. Simply telling a designer “I don't like it” is useless unless you explain why and how you feel it could be improved. If the designer is not on the right path then let them know. Better yet, try brainstorming some ideas to get them back on the right track. As a starting point, tell the designer what you like or dislike about the style, color, structure, or typography used.
Design Is About Solving Problems
You must realize that design is about solving problems. You’ve got something you want to communicate to your audience, and you need it to be easy to read, to communicate your brand message, to make the audience feel a certain way.
It’s important for you to know what you want your finished product to look like. For example, how big should your company name be? Are you including an icon or illustration? Are you including a tagline? What about a badge or a background? If so, where does everything sit in relation to one another?
I hope you've found these logo design tips useful for your next logo design!
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