Designing a logo that is clear, effective and memorable takes time and research to get it just right.
Here is a step by step look at my logo design process and how I go from initial consultation to polished, final design.
Step one: Consultation and Research
In order to create the perfect logo design for your business I need to get to know you and your company, what your goals are and who your customers will be. I start this process with a initial chat to find out what you have in mind and discuss what would work best for you.
I follow this up with my logo design questionnaire. This is a set of questions designed to help me get to know your business better, and to get you thinking about what it is you really need from the logo.
It is tempting to just focus on the design style, and a common mistake people make when planning a logo is to focus on the sort of logo styles they like, even a particular logo they want to mimic, rather than what would work best for the business.
A logo design needs to represent the ethos, style and ‘voice’ of your business. To help me find this, here are a few of the questions I like to ask to get us started:
- Who are your target audience?
- What age range are they?
- What are the long term goals of your company?
- What adjectives would you use to describe your company?
- What impression of your company to you want your logo to give to your customers?
- Where will you be using your logo?
This helps us to focus on what design style would be most effective for you business. Armed with this information I then research your business, its competitors and the industry to see what would work best for you.
Step two: Design concepts
Research completed it’s time to start putting pen to paper – literally! I always start my logo designs as hand sketches. This allows me to explore loads of different ideas quickly and get a natural, fluid feel to the piece. Once I have a selection of ideas I am happy with, I transfer to the computer to start refining those into initial logo concepts.
At this stage I move to a vector program (I use Adobe Illustrator) so that the final design will be fully scale-able and remain crisp and clear at any resolution.
The logo design process is different depending on the the style needed. For some logos there is a lot of illustration detail. For example, my logo designs for Wildflower Favours involved carefully creating a whole bunch of individual flower elements by hand, then digitally arranging them to create a soft illustrated style. You can read more about my logo design process for Wildflower Favours here. Others are more typography based and I will spend time researching and adapting typefaces to find the right feel for your company.
I generally try to narrow my ideas down to the best three – four ideas for clarity. So once I have a selection I am happy with I will send those to you to review.
Step three: Refining the design
From there we will work together to develop the perfect design for you. Hopefully one of the initial concepts will hit the mark (if not I will send another sheet of concepts) and often it is elements of several ideas that seem to work. So from there I will develop and refine the elements that work well, working with your feedback and offering my advice until we have a final logo design that we both love.
Step four: file delivery
One you have approved the final logo design, I will deliver your logo design to you in a package of several high quality, professional digital files, for both professional printing and use on the web, along with a simple guide to using your logo effectively and the colours used.
If you are interested in having a logo designed or would like to know more about my logo design process, please get in touch. to see a selection of my previous work, head on over to my logo portfolio page and have a look around.