So you have a new creative project. It sounds simple – the task ahead: to design a logo for a company whose business you have recently won. Then it hits you. You have no idea where to start.
We are here to tell you the task ahead may not be as difficult as you think if you prepare and plan in advance before you begin designing. And here are the important seven steps on how you do it:
1. Working from the creative brief
It always helps, at the beginning of every project, to do some background research before you begin. Working from the creative brief the client has sent you, try to get the vital facts about the brand you are about to design a logo for. It is wise to ask these questions:
- What is the profile of your target audience?
- Who are you competing with?
- What are the services or products you offer?
- What is the unique selling point?
- Is there a slogan that the clients want used in the logo? Be exact.
- Are any images or icons required to go into the logo itself?
- What colours do they have in mind?
- What colours or icons should be avoided?
- What emotions do you want to evoke in your audience?
2. Looking for inspirational ideas
You might often find the idea of research uninspiring. However, you will find that the more you look into a topic, the more you will be intrigued to find out more and keep building your knowledge around this subject. So when it comes down to working on the logo, its good to collect examples of logos the client is attracted to. Do not focus on these too much as you do not want to create something similar but just to get a general idea of their preferences and line of thinking. If you want a few resources to help you with the inspirational side of things, here are some great sites to get you started: LogoPond, Logo Lounge, Identity Designed and Pinterest.
Also keep your eye open for not only things online but different logos on products that you see in shops and all around you. We gather inspiration from our surroundings so make the most out of your journeys and always keep your eye open for any good ideas.
Whilst you are getting prepared to execute the idea you have in your head, have a notebook or sketch pad handy so you can draw out any ideas you have whilst they are fresh in your mind. A simple sketch of a symbol or font can turn into a promising idea later on in the process.
Sketch out as many ideas as possible. The more the better. This will make it easy to choose the strongest design ideas when it comes to the point of executing them on your computer. It is good to start in black and white and let the colours come later. This will prevent you from becoming bias because you like the colours and keep your mind open to new designs if necessary.
5. Take a step back
It is good to take lots of breaks to work efficiently. Sometimes you can also take a break and realise a certain part of your idea was not as strong as you had previously thought. So for a fresh perspective also, it is wise to step back every so often.
6. Re-examine and redraft
It is time to put on your critical glasses and take a more stringent approach when looking at your design. Take out a good amount of time to review the ideas you feel are strongest and work on refining these until they are perfect. Check back to the creative brief and ensure you have ticked off all the points in your design.
When possible, it is good to review the resign with your client in person or if not over the phone. But either way, spoken dialogue is better then sending emails back and forth and often failing to communicate ones ideas succinctly. After delivering the finalised logo you can collaborate with your client and decide which one is best at embodying the brands personality.
My name is Nadeem Hussain, I work at DesignMyLogo. I look after their social media and other online marketing campaigns.