HOW I DESIGN A LOGO
When designing a logo I have various steps that I will take to ensure the solution fits the clients needs. This starts from research and inspiration through to conceptualising, constructing and finalising the design.
Before I begin I like to research into certain elements of the brief that have been set out. This can things like picking out key elements or themes to start searching for and getting more knowledge about. I look at other examples of similar logo designs in the same field and I also research into competitor logo designs.
During this stage it is all about gathering as much information as possible to build up a catalogue of ideas and justifications for the design stages.
I'll identify the key words in the brief and use these as the building blocks for the logo design process. This can be things like bold, elegant, organic, geometric, fun etc.
Outlining these key words from the design brief helps when making certain decisions later down the process and makes sure that each decision is based on working towards one of these key goals.
3. Mood board
Gathering visual inspiration throughout the research and mood boarding stage gives a sense of the identity and brand that this logo is looking to represent. I'll look at other logo examples, colours, audience / target market and applications where the logo will be placed. I'll look at forms and anything that inspires the design of the brand itself.
Now I get to pick up a pencil and sketch! This is one of the most exciting parts of the process as I start to build up draft concepts of different logo possibilities. This stage is very raw and is designed to get as many ideas out as possible so there is more chance of finding the logo designs that will be taken forward into the conceptual stage.
I'll choose those that best match up with the keywords and design brief and take them into a rough inking stage. Sometimes I'll take the sketches and scan them into a digital format to edit.
Once I have a handful of concepts I will take these over into Adobe Illustrator to get a more refined version of the logo ideas. This help to get things looking more polished and vectorised.
Concepts will be shared with the client and then narrowed down to two ideas. These will then go through a process of different iterations and narrowed down to a final logo design. Depending on the scope of the brief and the contract that is set out at the beginning will depend on the amount of revisions required from project to project. As long as a solid brief and the beginning research stages are carried out adequate then 2-3 rounds of revisions should be sufficient enough for most projects.
8. Ratio / Balance / Grid
When the final logo has been chosen I will then look to tidy the form up in terms of ratio, balance and aligning to a grid.
As well as this I will make sure the scalability of the logo works and larger and smaller sizes.
10. Black and White
I'll design in black and white at first which is commonly practiced amongst logo designers to ensure that the form and design is honed first. This also allows for no bias towards colour to overshadow the core design form. The logo must work in both black and white as it will be used across a variety of different media and applications which will not always be in colour format.
Once the form is approved the next stage is to look at colours for the logo. I'll usually provide the logo in several different colour palettes to be considered by the client until we reach something that reflects their business or brand.
By using mock ups in real life scenarios, the client will be able to see the flexibility and versatility of their new logo in different formats. This can help the client to visualise how the new logo form can be applied.
13. Client Approval
A final presentation of the design process, justification for logo decisions and application of logo. The client signs off and logo files are delivered upon final payment.