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 |  | Where function meets style |
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Who Are You? Creating a logo that defines, promotes, and lasts. Perhaps one of the hardest tasks for a designer is logo development. When asked by a client to create a logo, we are being asked to design an image that will represent that's company's ideals, services, background, as well as act as its first impression to potential customers. All of this must be compressed into a single, simple graphic. Research, Research, Research, and Did I Mention Research? The first hurdle that must be passed is effectively grasping what it is that the company wishes to say. Initially, this may involve meeting with the client, and just talking about the company: The conversation can then move into more esoteric terms, where we might discuss what it is the client would like the logo to say about the company: What kind of image do you want to put forth? At this phase, sometimes analogies can be useful. They seem kind of silly, but are actually quite effective when it is hard to accurately articulate what a company's image should be. For example, we might ask: We also want to gather as many materials as possible on the client's company. Any brochures, business cards, ads, and printouts from their website are useful. Visiting the client's headquarters can also be helpful. If there is already a current look in place, and they wish to keep that look, then we need to create a logo that fits in with their current brand identity. Practically speaking In addition, it wouldn't hurt to get the practical details as well, such as whether the logo will be used for print or web purposes, or both. If it is for print, we would need to know how many colors will be available. Will it be used in a small size, such as for a business card? Or in a large size, say, for a billboard? If it is going to be used as a major feature on a website, hortizontal designs tend to work better than round or vertical designs. Putting it all together After the information gathering is complete, the really hard work begins. We must take all of those ideas and bits of information, and translate them into symbols, colors, shapes, and images. Oftentimes, the client will also have his or her own ideas as to what the logo should contain or look like. Understanding these ideas, and meshing them with the creative process are also key steps to successful logo design. At this stage, we will develop a selection of logos, or varieties of a single logo for the client. The client can then decide if any logos in the selection are what he or she has envisioned. Sometimes certain elements fit in with this vision, and some do not. Repeat as directed The next step is combining all of the successful elements, and adding any that might be missing, until the client is pleased with the result. This can last for several cycles, depending on how well we are communicating. But most times, it is pretty painless. Past Articles |
