The Logo Design Process: A Breakdown for Client & Designer
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A logo is a unique identifying mark, instantly recognizable and crafted from a combination of text, symbol, or icon. These elements blend harmoniously to promote a brands distinct identity. Effective logos commonly demonstrate three key principles; they are Appropriate, Simple and Unique. Among these rules a successful logo should also be memorable, timeless, and aesthetically pleasing. For more info on effective logo design, see my post here.
When working with new clients who show interest in the creative process, I use an established set of guidelines to walk them through the different phases of development and design. Of course, too much client interaction can stifle a designer’s enthusiasm, and too little may result in a finished design that doesn’t meet the requirements or aesthetic of the business. The initial consultation usually sets the tone for the rest of the design process. If working together is not a good fit it’s fairly obvious from the first meeting. It’s important to set expectations and talk about the main requirements up front. Time and budget are the big ones, so get these out of the way first.
The process doesn’t get started until both parties have clearly stated their objectives and an agreement is established, (pull out that contract to ensure everyone is protected). The client must be willing to impart a detailed analysis of their business upon the designer, while the designer must be wholly committed to providing an effective solution that meets the core values of the clients business effectively, in addition to staying within budget and time constraints.
I use the 10-step process outlined below as a boilerplate to help my clients understand the stages involved when creating an effective logo design. Depending on client requirements and project scope, I tweak the outline to accommodate the individual specifics of each project.
>> I will use a symbol and text based logo for this example.
Step 1: Concept Development & Brainstorming
The first step of the design process is the most critical, and therefore requires the most input from the client. Before creating any graphic elements the designer must possess a thorough understanding of the company, product, or service. Begin by defining the company’s overall personality; this includes brand values, competitors, vision, target market, mission, and stylistic attitude. The objective of this exercise is to summarize the core values of the business, distilling this information into a framework from which the actual development process begins.
Working together the client and designer will create a list of keywords that define the business, writing down anything that comes to mind – this is called a “brain dump”. After that they narrow the focus to emphasize images and symbols that can be used to stylistically define those keywords. Pre-existing stylistic elements should also be discussed if relevant, such as existing collateral/visuals, primary/secondary color pallets, and font preferences.
Step 2: Concept Sketches
Using the information gathered from the brainstorming session, the designer will create concept sketches emphasizing the core values discussed. Sketches primarily include text, symbol, or a combination of both elements depending on the information gathered in Step 1.
>> Focus on symbols/icons unless the logo will be purely text based. Address text/font variations at Step 5. Start with around 10 sketches.
Step 3: Review & Feedback – Is the Design On Track?
This step ensures the primary focus is on the core values of the company. Additionally it helps narrow down options, or allows ideas to expand in different directions if not on target. Ideally a few variations can be selected for moving forward in digital format. If nothing stands out the designer will do a second round of sketches for review.
>> Select 3 concepts to develop digitally.
Step 4: Digital Prototype – Designing in Black & White
The graphic starts to take shape as rough sketches are fine-tuned using design software such as Adobe Illustrator, Photoshop, or Fireworks. It’s best to concentrate on designing in black and white at this early stage. The use of color can unnecessarily complicate the design, drawing the viewer’s focus away from the raw form, which can often lead to shortcomings in one of the three key areas. This ensures the logo is simple, effective, and can be reproduced in various mediums. The addition of color comes later when the designer is certain the logo meets the criteria for success. Is it Appropriate, Simple, and Unique?
>> Start by selecting 3 concepts; develop 5 variations for each of these for a total of 15 samples to review. Narrow these down to a primary and secondary design.
Step 5: Typography – Selecting an Appropriate Font
If the design started purely as a graphic symbol, it’s now time for the addition of text to identify the brand with the identifying mark. Custom typefaces, or fonts, play a powerful role in alluding to the unique personality, vibe, or culture of a brand. The expressive style of custom fonts can be largely responsible for how the target market identities with the brand.
>> Using a custom font can add instant personality and really enhance a logo, but be cautious; the wrong font can also ruin an otherwise successful design. This should be intuitive – select carefully with target market in mind and make sure your choice is a perfect fit. Start with 10 variations.
Step 6: Logo Prototype – A Blend of Font & Symbol
Paired with various text arrangements, formatting, and font styles, the logo should have a finished appearance.
>> A great design can be ruined without proper whitespace – let it breath! Ensure space exists between individual elements and the composition does not feel crowded or tight. Adjust formatting (light, medium, or bold styles and italics), tracking (space between words), kerning (space between characters), and leading (space between lines of text). Still working without color, verify the design is successful in black and white before moving on. Provide 5 combinations.
Step 7: Concept Review
A thorough review of the guidelines established during the initial brainstorming phase to guarantee all criteria is met.
>> Make necessary revisions and adjustments if required.
Step 8: Final Logo
The final design is presented for review, including both black on white / white on black versions.
Step 9: Color & Enhancements
Color is applied to improve the existing black and white design. Additional enhancements such as drop shadows, effects, and stylized features are added if desired.
Step 10: Final File Delivery
The final logo is delivered in vector (scalable) and raster (non-scalable / pixel-based) formats, along with a variety of file types. This guarantees it is versatile for any medium and dimension – be it web, print, broadcast, billboard, or business card.
>> Logo is supplied in black on white, white on black, color, and enhanced versions. File types include: PSD (Adobe Photoshop), (AI) Adobe Illustrator, JPG, EPS, TIF, PNG, and PDF formats. Additional versions and file formats may be provided upon request.
About The Author
Joe Chehock
Artist, designer and trainer with over 10 years of professional experience in creative industries.
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