Rough sketch to final design. Behind the scenes of logo designing process.

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Ah, the logo designing process.

Yes, it’s a process. But, how long it takes to get that finalized (approved) logo.

Logo creation doesn’t happen overnight. Designers work on the idea in 360 degree pattern, takes time of trial & error, working with typography, fonts and colors. There are many designs and “final” drafts that designers never show to client, as they only choose the best of the bunch.

After talking to designers, logo designing process goes like this:

Phase 1- The first conversation

The phase is the foundation of the logo idealization process. When meeting with the client, designers must make sure about their requirements, what their design needs are, and what their business goals are. Logo design experts start imagining the design based on the client’s conversation and their usage of the words. In this case, a notepad is the best gift. It eventually helps the words turn to images and then into brand logo.

Also, sometimes, client may not be able to verbalize the exact thought what they have envisioned for the logo, so, designers must ask pertinent questions that should help the client pass on any applicable information.

                               JM Dezinger, Pinterest

Phase 2- Research, research, research
Once the designers have enough information, they must delve deeper into the research stage. As a professional freelancer or a lead designer handling a team, research need to be done based on n number of factors. Sometimes, designers must research on the company’s market statistics, competitors to know in-depth of what the company represents and stands for.

               Logo Brainstorm Sketch Session for J. Henry & Sons

Phase 3- Brainstorming and conceptualization

During this phase, Identifying the right keywords related to the company and product or service should be a common practice in the creative process. Designers must work in and around the logo design need to be based on the company’s geographical location, culture or the demographics that the company is targeting to. Designers must work on trial & error process regarding colors, shapes, calligraphy, font size and lot more.

                                        Aussie web solutions

The designers will evaluate the client’s brand and create an original logo that speaks to its core identity. There are several logo styles that can be used such as Wordmark (Text), Lettermark (Initials), Brandmark (Symbol or Icon), Combination Mark (Text and Symbol), Emblem (Text Inside Symbol)

Phase 4- Here comes the draft production

Once the sufficient information is received, the draft production begins. The digital design is usually implemented using design software tools such as Adobe Illustrator (the most popular), CorelDraw, Photoshop, InDesign)

The best sketched design picks will be recreated on the computer. With the addition of color, font size and using trial & error process again, the design will be tweaked until it gets the actual client’s representation look.

Phase 5- The feedback time

Now that designers have created a good number of options, the most effective choices are presented to the client for consideration. Generally, a good submission practice is to give a written description along with the logo design. In this way, the client will have the overall picture and it helps them to compare with their vision that they had for the design. After they received the collateral, the client will respond with the notes. Then the designer will take the client’s feedback and make changes accordingly. Again, the improved version is again presented to the client. This stage will continue until the client approves the design.

Step 7: Finalization

SecondLife video

Now that the design is approved, the designer will send the logo design in various file formats that can be used for various marketing collateral outputs. Whether it is for the website or for the campaign banners, the important file types include WPS, JPEG and sometimes TIF in certain circumstances.

Upon the delivery of the final files, the designer will continue working with the client to create a full brand identity system using the new logo.

Conclusion

Designing a logo is a time-consuming project with many phases of development required to produce the final product. The more the designer is aligned with the client’s requirements, the more successful will be the final design. When the process is implemented, the result logo design will be the asset to the company’s marketing efforts.

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