In this post I am going to explain how I go from the initial stages of planning to the delivery of your logo.
The Design Brief
I kickoff every project with the all important logo design brief. The logo design brief is where I will ask you many, many questions about the details of your business, services, products and much more. We go about this by either a face-to-face meeting or by filling out my questionnaire via e-mail.
Giving me clear, focused answers is crucial because they will guide my decisions throughout the process. It’s always important to give me more information than too little. Inspiration and insight can come from the most unexpected places and the more information I have the better the result will be.
Research & Discovery
Armed with the design brief I begin researching your target audience, competition, industry trends, history and overall goals. My goal is to discover a meaningful approach to the project that will generate results. During this crucial step, we also seek out a desired style, discuss what inspires us and come to an agreement on an approach.
Sketching
With a pencil and paper I start sketching out concepts using the design brief and research I’ve done. (Resist the urge to go straight to the computer to develop concepts. Whatever software you use will place constraints on your creativity.) This is where concepts are tossed around and experimented on. Sometimes the results are good and sometimes not (don’t let your drawing ability discourage you. Instead focus on generating concepts and ideas.) Once I feel I have some solid concepts, I move on to creating prototypes using Adobe Illustrator cs3.
Concept Design
This step is where everything comes together into a polished concept. After I have 2 fairly polished concepts, I take a short break. I revisit the concepts the next day with fresh eyes and make any changes I deem necessary. I take a break because I find that staring at a design I miss what I can discover with a fresh set of eyes. For even more insight, I’ll sometimes ask other professional designers to critique them. Once the concepts are looking pretty good, I prepare them for presentation and review.
I prefer to showcase 2 at a time, because it allows me to focus on 2 really good concepts instead of spreading my creativity thin by doing more. This is where my process may differ from others.
Presentation & Review
I provide you with a PDF showcasing the concepts along with the reasoning behind the decisions I’ve made. This is your opportunity to reflect on the concepts and give me useful feedback. Resist feedback such as “I’ll know it when I see it” or “I want to be in love with it”. If you have trouble putting your thoughts into words, let me know.
Revisions
Although uncommon, there are times when the initial concept is a smashing success and no revisions are necessary. If they are necessary, I’ll revise the logo based on your feedback and send them back to you for review.
Deliver
Once the revisions are complete and the logo is finalized, it is delivered via e-mail. I prepare the logo in the EPS file format (or whatever format you require), provide some basic instructions and a receipt for your records. After receiving the logo please feel free to ask any questions. I also appreciate any feedback on how the logo has worked out for you so don’t hesitate to drop me an occasional line.
Celebration
I work hard to design the best logo for your business so when all is said and done, I make sure to reward myself. I do that by drinking an ice cold microbrew (India Pale Ale of course).
Thanks for taking a look and I hope you gained some insight into my process. I am available for hire. If you’re interested, get in touch!