Whether you are looking into designing professional logos for a living, or considering having one designed for your own business, it is imperative to understand what goes into the design of a logo from beginning to end. This will ensure that you are either offering or receiving a top quality logo design.

(eye catching)

Before you can even begin thinking about a logo design, you have to understand what a logo is. Branding is a confusing topic for many business owners. The general assumption is that your logo is your brand. This is not true. A logo is a reflection of your business, but it is not your brand. However, it is an integral element when it comes to your company’s branding and must be approached in a smart way.

There are some fundamental rules when it comes to judging whether or not you have a great logo. Great logos are simple. The more complicated your logo the more off putting it will become. You customers will be confused, or even annoyed, by the design.

A great logo must be memorable. The best logos are instantly recognizable. You can spot them from a distance and images that are vaguely similar will make the logo come to mind right away.

Another aspect of great logo design is that the logo must be timeless. A logo should be ready to go the long haul. You don’t want to confuse your audience by changing the logo that has become so recognizable. Brand lovers tend to resist logo changes.

A logo should be able to be used for a variety of purposes. It needs to look great large – like on a banner – and small – for stationery and other purposes. If the design is too intricate it will get lost in the smaller uses and if it is too simple it might not stand out enough when blow to larger proportions.

Always be thinking of appropriateness when considering your logo design. A logo and brand can be like a good movie – you don’t want to be pulled out of the moment by something that doesn’t feel or look right.  What will work for hospital will not work for a campground. Keep the audience in mind. An inside joke is great for a few people, but will just come off as strange to outsiders.

The Logo Process

Client Meeting
Before anything is done, any brainstorming or sketching whatsoever, it is vital that there is a meeting between the client and the designer. Designers are artists and will have strong ideas and opinions based on their experience and creativity. However, the client/business is the one that has to be satisfied with the logo at the end of the day. The designer will move on to other projects, but the client is stuck with that choice possibly through the life of their business. Discuss goals and expectations with the client. Have a list of questions to help narrow down by the business owner is and is not interested in. Finding out what the owners likes and finds appealing is also helpful.

Research
Now that the designer has a list of do’s and don’ts – it’s time to do some research. While the client will certainly give you some insight into the industry they work in, it is always a good idea for the designer to conduct their own research. Study the market, the industry, the competitors. The logo should stand out without being alienating. Make certain to understand the company as well – its history, direction, and goals.

Sketching
Many designers find it helpful to begin their ideas on paper. Digital is a more rigid and time-consuming process. Being able to sketch several ideas down and see how they work visually will help the designer find elements that may or may not work. Try getting really creative and working with a variety of textures, formats and ideas to see if anything comes alive while working with it.

Design
Once the sketching is done, a few of the designs will be stand-outs. This is the time to digitally create them. Start in black and white as almost all logos will need to be able to stand on their own either with or without color.

Proofs
Once you are happy with what you have created, it is time to go back to the client for feedback. It can get tricky here as sometimes a client will love, or hate, the design. Be certain the contract states how many re-dos are available or designers may find themselves with a client who is perpetually unhappy.

Final Draft & Delivery
Once the proof has been approved, it is time to make corrections and edits and submit a final version of the logo to the client for approval. If the logo passes, then a package will be put together with the logo in various colors and file formats, according to what was agreed upon in the beginning and included in the contract.