Behind the Scenes: My Logo Design Process

I thought I would take a little time to give a behind the scenes look at my logo design process.  Because I like to think of my logo design services as more of a development process, I thought it might be cool to see what steps I take to get to the final finished design.

Each project begins with a logo questionnaire.  I send it to the client and while the basic questions in the questionnaire are standard, I usually add additional questions that I may have that are unique to that client.  I ask a lot of questions!  For me, this helps me to get a better understanding of the client’s business, their goals, what they envision for their business in the present/future and what they like stylistically.  It is important to me that the final product not only represent the business, and be effective in doing so, but also represent the client as well.  I want it to be something that they are proud to show off.  In a way, a logo that you are proud of can be a confidence builder.  It is the difference between standing in front of a group of people to present in an ill fitting suit and doing so in a tailor-made suit with a perfect fit.

Once I receive the questionnaire back from the client, I look over it to see if I have any additional questions.  If I do, then I ask, if not, I launch in to the marketing research phase.  I use the answers in the questionnaire to guide me in terms of what to research, where to look, etc.  The more I know about the client’s market and demographic, the better I can design for them.  I research colors, shapes and fonts.  In one case, I researched colors and how they were viewed by different cultures for an international client.  I wanted to make sure that the color choice would not be offensive or have a negative connotation to the culture they were planning to market to.

After I wrap up my research, I write up a report and send it to the client to review.  If there is something further they would like for me to research, I will do so, otherwise, I move into the design phase of the project.  I take the information I gathered from the marketing research and I create a color palette to work from.  I like to have all of my “pieces” in place before I actually start designing, so not only do I select my colors and shades, but I also look through my font library and choose fonts.  If I am not satisfied with what I have or I need something different, I will look for additional fonts to use/purchase for the project.  I also brainstorm ideas and look for inspiration.  My inspiration comes from a variety of sources and usually is either spawned from a brainstorming session or a run.  I like running because it allows me to clear my head and think.  Usually when I return from a run, I am full of new ideas.  Another place of inspiration is the shower.  I am honestly contemplating installing some kind of notebook/writing instrument in the shower to jot down my ideas!

 

Once I have all of my “pieces” in place, I am ready to design.  By this point, the ideas easily flow and come together on screen.  I honestly feel that my best work is done from following this process.  When I deviate from it, I am not satisfied with my work and if I am not satisfied, there is no way that I am going to send it on to the client.  I think part of the reason is that I am equal parts “thinker” and “designer.”  I need time to think about things and brainstorm.  As a designer, I can visualize things in my mind and how they may or may not work together.  I guess in a way, I design in my head and by the time I am at the computer, I am really just pouring out everything that I visualized and saw in my mind on to the screen.

Once I have all of the concepts done (6-10), I send them on to the client.  I am often told that I make it very difficult for them to choose one because they like most if not all and for very different reasons!  Of course that makes me happy, because if they hated them all, I would need to find a new profession and I quite like what I do.  They get 3 revision rounds, but most clients are usually done by the 2^nd round.  Mainly because each revision round normally gives them 3-6 variations to look over.  Once they have made their final selection, I finalize the concept and send them their final files and a logo manual to guide them and any of their vendors with the proper usage and brand standards for their logo.

That’s it!  I hope you enjoyed this glimpse in to my world. 🙂