Logo design processes and principles that a logo designer should be aware of
You will come across plenty of logo design resources and tools online, but you should have some knowledge about what a logo means and how you can ensure that you design a logo that will be associated with a strong brand recall value. This would allow you to make an optimal utilization of the resources and tools and develop a logo that perfectly suits your brand’s appeal. So let’s start with- “what is a logo?”
To be short and simple, a logo is a unique symbol that a company uses to create a distinct identity in the market. A company’s logo is an important aspect of its brand and notably, the logo of one company is completely different from the logo of another company in terms of images, colors, fonts, and shapes. Interestingly, the product or the brand that a logo represents is more important than the logo itself. This boils down to the fact that a logo cannot produce the desired impact if the product or the service itself has an average rating.
How can we define a ‘good logo?’
A logo must convey a company’s message in the right way. We would recognize a logo to be ‘good’ if it is unique, simple, graphic, and pragmatic. ‘Good’ logos can be printed at multiple sizes and they are specifically noted for their impactful idea and outstanding execution.
How difficult is the logo design process?
Logos are small and they look so uncomplicated. So what’s the big deal? Logos can be designed very easily. Right? Well, this is not the case. When you see the outcome, you may not be able to visualize the efforts that the logo designer has put to give a concept a visible form. A logo design process is based on a powerful combination of idealization and innovativeness. Logo designers follow a process to make sure that the final outcomes meet the standards and style-definitions set by their clients.
While you can create your own logo design process as you get matured in the art, for now, you may consider taking a look at the typical steps that most logo designers take to create custom logos:
1. Understand: Discuss with the client to understand how he/she wants the logo to look or feel like. Create a questionnaire and request your client to specify what he/she is looking for in terms of shape, color, and font.
2. Explore: Do some research to learn about the industry and your client’s rivals. This will give you an idea about the design elements that you should put emphasis on.
3. Compare: Identify the current design trends in the industry and check if some of the successful designs and trends would match with the clients’ specifications. However, it is a good idea not to follow trends blindly, but to create something unique. Your logo should stand out from the crowd.
4. Visualize: Develop the concept based on the research you did and the inputs that you received from your client. Be creative. Create rough drafts on paper to give your concepts a physical form. This would help you to create design versions on the computer very easily.
5. Recharge: You may want to split the design process into a number of sessions. You may not get the best idea at one-go and so you may consider inserting breaks in your schedule. This will help you get more ideas, recharge your spirit, and evaluate your work with a fresh point of view.
6. Improve: Pay attention to your client’s feedback. Make sure that you abide by your client’s instructions and guide him/her on the best possible options at the same time. Improve the logo as per specific requirements.
7. Showcase: Using the PDF format is the best way to display your designs. You must note that your client is more likely to accept your design if you develop an interesting presentation to display the same. You should design a custom presentation for a specific client and to serve a specific purpose. A presentation should perfectly complement your design. However, even if you use glamorous graphics and publicity to promote your presentation, you must note that a presentation may still fail to deliver results if it lacks an idea .
8. Deliver: Send all relevant files to your client and make sure to answer his queries immediately.
Logo design principles to create stunning and unique logos
A good logo is noted for its simplicity as well as its potential to portray the brand’s identity. Your designs should be based on the following design principles:
l Simplicity: Logos that are simple can be recognized easily. Good logos have unique elements in them, but they are not ‘overstated’.
Recall-ability: Logos should have a high recall value. Clarity in design coupled with uniqueness of appeal can make a logo memorable.
Timelessness: A logo should have high longevity. It should remain relevant for a lifetime. A logo should continue to be a company’s brand identity for a long time.
Versatility: A logo must be compatible with a number of applications and media. Design logos in vector formats so that you can scale it to your preferred size. Try to analyze if the logo will look good if you print it in the size of a postage stamp, a billboard, in multiple colors or in black-and-white. Begin by focusing on the concept and then decide on the color combinations.
Positioning: A logo should match the theme of a company’s line of business. For example, a logo that is meant to represent a kid’s clothing store may display strong, multicolored patterns. On the other side, a logo that represents a law firm should have a conservative look and feel. Secondly, a logo may not portray the products or services of a company. For example, a logo may not bear the image of a car if the company that it represents manufactures car.
So how much would you charge for a logo?
Well, there’s no single or specific answer to this question. Different clients will approach you with different requirements and the cost will vary on a project-by-project basis. So you will need to provide your clients with customized packages and quotes. The cost will typically depend on factors such as the amount of research that you have to do, the number of designs that you have to work on, the effort that you would have to put on rework and revisions, and the size of the business.
What do clients consider while selecting a logo designer?
Clients look for reliable professionals with a great sense of responsibility. They will definitely want to work with you if you:
-Have a track record of success and years of experience in the domain.
-Have positive testimonials given by clients whom you have worked with in the past.
-Follow a design process that impresses your prospects.
-Have earned recognition for your work or your work has been published in magazines or books.
-Have a strong portfolio of your designs.
-Promise shorter turnarounds. Normally, it may take 3 to 14 days to design a logo and depending on the requirement, it may take months as well.
-Offer reasonable rates for your service.
-Have affiliations with design associations, which testify your credibility in the market.
-Are proactive enough to respond to their emails in a timely manner and maintain a smooth line of communication with them.
- Are ready to get into a contract to safeguard yours as well as your client’s interests.
To know more on a step by step guide on creating the logo checkout the article link
Logos are the outcomes of human creativity. However, there are certain logo design software, which beginners and experts use to create logos in a relatively simpler and quicker manner. If you are a beginner in the field, you may consider using trial version of these softwares for practice sessions, which will help you to master the art of the logo design process.
