A logo is meant to be your client’s point of recognition on which their branding hangs. That’s why its creative process is almost always stressful and challenging as it involves incorporating your client’s and your personal design ideologies in one single graphic design.
Logo design could be one of the most challenging jobs that a designer could have so you must know how to do it right. Are you ready to take your logo design skills to the next level?
Get your pro tips here:
1. Know the basics.
A good logo design must be simple, remarkable, timeless, and versatile.
Simple. It must not be overworked, overdrawn, or overly colorful. A simple design is easy to recognize.
Remarkable. The point of having a logo is like having an icon that embraces everything about a brand, in such a way that it has to be unexpected and unique.
Timeless. A company logo is meant to be used for a long time. It must endure time—something that would still be appealing and effective in 15, 30 or more years to come.
Versatile. A good logo should be one that could work on any medium and applications, but it must be appropriate wherever it is meant to be placed—be it in a store signage, plastic cup, uniform, utility van and so on.
2. Think about creating your own design process.
Logo design is very similar to your science lab experiments so—you need to follow a systematic procedure so everything you would do will work. Although the design process varies for every designer, these simple steps pretty much sum up the process:
1. Get a design brief. You can either use a questionnaire or an interview with the client about the brand identity that must be captured in the logo design.
2. Research, research, research. It’s always helpful to do your own research about your client’s industry, history and competitors.
3. Know the trends. Know the trend on what makes a successful logo design. You also need to get an update on what have been successful and current styles related to your client’s logo design brief.
4. Sketch it. Guided by your understanding on the design brief as well as current design trends and styles. it’s time to get to work, conceptualize your logo design.
5. Reflect. Always take a break from each stage of design process to reflect on whatever you have come up so far. Get feedbacks and comments. This will allow you to let your design mature as you constantly get renewed enthusiasm to improve and polish your work.
6. Present. When presenting your design options, don’t present your client with a bunch of your designs. Choose only the best ones. It could be a few or a collection—it’s all up to you. Get their comments and feedback and be patient to repeat your design process until the job is done—perfectly!
3. Give it a fair value.
One of the most difficult questions would be “How much would it cost?” As an artist, you may all be about the craft and not so much about the business side of it, but hey! You should know how to value your work well.
The best approach is first, determining your client’s specific needs, expectations, the number of concepts that will be presented and the number of revisions they might require you to do. Cross-check those factors with your talent, skill and expertise and think of a number or value that you can charge your client with no question or apology. But if you bank it—you must deliver it. You need to be smart about putting value in your work.
4. Keep learning.
The passion in learning how other designers succeeded and why must be ingrained in you as it allows you to attain knowledge to do better in your designs. Think about why Caroline Davidson’s design for the Nike swoosh logo succeeded – know every reason why a versatile logo is so strong with or without color, what makes it so good. Just check out some logo design process case studies whenever you can.
5. Stay away from visual clichés.
Successful logos are never tacky, literal or products of cliché. Not because you’re selling a friend chicken means that your logo must have an image of chicken in it. Speech bubbles for discussions, globes for international, light bulb for ideas—these are are pretty much used up and no one has ever made a successful and memorable logo out of these visual clichés. Be original.
6. Never ever copy.
Copying ideas is like stealing. Borrowing is just the same thing. It’s illegal, unethical, and will only get you to a whole lot of trouble. Fight the urge to imitate. The whole point of creating a logo design is creating something unique and original. Find your own design success. If you can’t, then it’s not worth it.
7. Know your audience.
A good logo design is more than just a pretty visual. It should effectively communicate a brand message. It should make sense to the people that the brand wants to reach out to. It’s important for you to understand clearly what the brand is all about so you will be able to translate it to your logo design. Consult with your client during the early stages of your design process to make sure that you get the right interpretation of their brand message.
8. Keep all your sketches, mood boards, notes—everything!
There’s a good chance that you will do numerous revisions, design changes and so on to get the perfect logo design that will win over your clients. But all those rejected concept designs and sketches must not be put to waste. Keep them. Store them well. Flip over them. Each page would give you an insight on your weak and strong points. Also, your notes and sketches may not be useful now, but it could be in the future.