Although a successful logo appears quite simple visually, the process of creating it is nothing but. Designing a logo is time-consuming and involves several different phases. However when it’s done successfully, it results in an invaluable asset for your company.
Clients often ask me about my process, so I’ve decided to describe it all here. I’ve used images taken from the most recent brand identity I’ve created – fitness and life coaching brand, Most Motivated. Here are the steps I take when creating a logo…
My process begins with a conversation with you, the client. The goal being to learn as much as possible about your company – its culture, values, target demographic – and ultimately, craft an effective logo.
A design brief acts as a point of reference throughout the project, ensuring that requirements are understood and everything stays on track. The brief clarifies what needs to be done and saves time for everyone involved. I will put together a brief that outlines the project’s description, timeframe, fee, and terms. Once you and I both agree to the brief’s specifics I can begin work on your project.
Once we decide on the project’s scope and terms via the design brief, I will begin the necessary research. This includes industry and market research, and competitor analysis. Also taken into account are market trends, product/service differentiators, the business’ future and past, and the current state of the brand and brand aspirations.
BRAINSTORMING & CONCEPTUALIZATION
Logo concepts are developed around the brief and research. Sketching and mind-mapping begins, mood boards are created – the point here is to explore as many directions as possible before narrowing it down to the best few ideas.
The concepts are then created on the computer in Adobe Illustrator, then prepared for the next step – the presentation.
Your requested revisions are then executed.
Your logo will be presented in two color variations for you to choose from. At this point, if there’s anything about your logo that you’re not pleased with, you may request one final revision.
REFINEMENT OF CONCEPT
Tweaks and final touches are made, if necessary.
LOGO FILES ARE SHARED VIA DROPBOX
Your logo’s files are made accessible via Dropbox.com; vector and rasterized, RGB (for web) and CMYK (for print), original and outlined versions.
ACCESS TO BRAND GUIDELINES
Brand guidelines prescribes logo, layout, color, and typography guidelines for your organization’s marketing materials, ensuring consistency across all company collateral. It can be as simple as one page displaying fonts and colors for print and web, or a more detailed manual (applications for uniforms, vehicles, web). If your company has requested brand guidelines, a PDF file will be made accessible via Dropbox.