A lot of my clients are asking me about the design process when it comes to brand or product identity. I decided to share the insight into the work that goes on behind the scenes when I design a logo. A well thought-out and efficiently executed work is a must for long-term success for any identity.
1. Design Brief
Design brief is compiled from Q&A session with client or a logo design questionnaire and it helps focusing on the details that best cater to the target audience and communicating brand promise via visual insigne. The aim of the design brief is to provide an insight into the clients business, industry and target market. It helps you gain an understanding of the clients requirements and their expectations for the project. Design brief can be a simple statement describing a purpose and goals of brand identity or it can be a comprehensive written document exploring different angles and solutions to communicating the brand identity via visuals.
2. Research, Analysis & Brainstorming
After analysing the design brief, most projects will need to be researched further in order to fully understand its requirements. Research will include investigating the clients history, their competitors, and their industry.
The amount of research conducted will vary from project to project, depending on factors such as; whether there is any existing branding already in place, the size of the company, and the complexity requested in the brief.
During the research stage I also start visualising some basic ideas for the design concepts.
3. Sketching Ideas
The next step in all logo design projects is to start sketching out some rough concepts. Sketching helps generate a strong set of possible directions. A mouse and computer add an extra level of restriction that hinders the process. Sometimes it will only take a few hours to come up with a solid concept on paper. Sometimes it will take a few days.
4. Rendering Digital Art
Once I am happy with a concept, I transfer the design to the computer and begin illustration.
My choice of software for logotype creation is Adobe Illustrator which is an industry standard application that allows to create vector graphics and enables scalability of design without compromising quality.
Some people prefer to work with Adobe Photoshop which I find a bad practice for this particular purpose since Photoshop utilizes raster graphics which have limitations when it comes to scalability.
5. Presentation, Review, Revisions
The design presentation is supplied as a PDF file (unless otherwise noted), with each concept shown in context, using digital mock-ups.
Client feedback is then considered and discussed. If changes are deemed necessary the design will be revised, then sent to the client for further feedback.
Once an agreement has been made on the design, a final cleanup is done and the files are sent to the client.
6. Artwork Transfer
Artwork is usually supplied in color and b&w versions in the following formats:
- EPS (vector format for print)
- GIF (for web use)
I’m also happy to prepare your art to specific file requests. Artwork is supplied via email and/or made available to download.
Once the project is completed and artwork is transferred I offer my clients support for any design-related questions they might have. I can also help with print procurement, or offer design assistance in whatever way possible. I also keep all work I create and provide my clients with free file transfer within the first six months and afterwards for a small fee.