How to: designing a logo
Logo design, just like any design work, is a process and should start with ideas first and artwork second. While every client and project is different, these are a few things I like to do to ensure that I give my clients exactly what they need for their business.
the client interview: you got a call from a client that they want you to design a logo for their company. Hooray! But what’s the first step in the process? The interview. You need to come to the table with a series of probing questions to find out as much as you can about the client’s business, their core values, and what they feel sets them apart. I find that the more open ended the question, the better. You don’t want to send a five page questionnaire or grill them over the phone, but you do want to have a solid understanding of what they do and who they are. Millo has a great post regarding what questions to ask when designing a logo that you should check out if you feel stuck. It can also be helpful to ask them for examples of logo design they like or don’t to use as a reference. They may say they want a “clean and modern” look but if the logos they like are full of flourishes, it helps to have a visual to clarify.
The interview is also a great time to nail down budget and timelines. It’s also important that you’re honest and upfront if you feel like the timeline or budget isn’t realistic. Don’t start on the project and then hope to go back to the table to negotiate at a later date. Make sure things like who picks up the tab for any additional costs-like a font bundle for instance-is spelled out. Assume nothing, discuss everything. And make sure all details are covered in the contract you send them.
the research process: you’ve done the interview, the contract is signed and you’re ready to work. Time to fire up the computer and start designing, right? Not yet. Before you start on the creative stuff I recommend doing some digging. You have an understanding of the client’s business, values, and aesthetic preferences, but what about the broader picture? Logos don’t exist in a vacuum and it’s important you know the standards that exist in that line of business when it comes to branding. For example, you wouldn’t design a logo for a local microbrewery in the same fashion as you would for a law firm. Regardless of how savvy the law firm is when it comes to design, they are still a law firm. Educate yourself on branding for your client’s line of business. Once you do that it will be easier to frame your client’s wants and needs and mesh them with your own aesthetics.
design time: now it’s time for the creative stuff. I recommend sketching out some ideas first in pen or pencil before you jump on the computer. It’s not make or break, but it can save you time in the long run. If you have some ideas on paper you’ll quickly see what works or doesn’t. An idea that doesn’t work on paper isn’t going to work any better just because you’re doing it in Illustrator. Because you’ve done a lot of work up front with the interview and research, the design process should be relatively quick. I’m not saying you should be able to create a logo in an hour (though some people can) but you should be able to hit the ground running.
This is just my process and it’s obviously not the only way. If you find this process helpful to you, great. If it’s old news to you, that’s fine too. If you have any other ideas you would like to add please do so! I love hearing different ways of approaching a problem.
