Standardization in logo design

Designing a logo is a creative process. A professional logo designer follows a standardized procedure for creating a logo that is accepted by the client and liked by the target audience. A standardized process is necessary. Not following a standard procedure brings on a lot of problems that may become insurmountable later on. We will discuss the design process in the following paragraphs.

The first action in the creative process is the creative brief. It is given by the client at the start of the design process. As a logo designer you should read the creative brief properly. A comprehensive read of the brief would enable you to understand the industry the client is in, the nature of business and the products or services by which the client earns revenue. If you are hazy about anything in the client’s creative brief, do not hesitate to ask. The client should also be queried upon the kind of logos that will appeal to him or her. Remember that asking questions at the beginning of the process resolves a lot of headaches that may come later on.

After the client has explained to you the creative brief, you should conduct a detailed research on the industry the client is working in and the industry in which the company operates. Since colors play an important role in logo design, study them with respect to that particular industry in which the client operates. Study the fonts as well. Take careful notice of the themes used in the client’s specific industry. Do a thorough research about the client’s competitors. It will help you to get that crucial ‘feel’ of the market. Understand the kind of colors, images and design themes the client wants you to use in the logo design. You must know what the client expects from you. Remember that asking the client questions may earn you brownie points. This shows how serious you are about your work.

After all the ideas and data have been collated in one place, it is time to sketch the designs to paper. Sketching is one of the earliest and still the most effective tools of bringing a design to fruition. Ideas are executed in a planned manner the first time. The creative process is boosted.

After you have done sketching, it is time to digitalize your ideas. Use graphics software to bring the sketch to the screen. Experiment with a number of ideas, shapes, angles and colors. It is advisable to create multiple variations of the logo design keeping in mind the central purpose.

The next stage is presentation. For this stage, employ colors that do not clash and are not too flashy. Use Pantone colors for maximum effect. Select an appropriate font for the logo. This depends upon the ‘feel’ of the business. Use colors that gel with the business. The design of the logo must be scalable. Present 2-3 design concepts to the client for choice.

In creative logo design, feedback from the client is very important. Accommodate necessary changes. Submit various copies incorporating changes until the client is satisfied. After the client has finalized a particular design, submit them in proper format.