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Designing a company’s visual identity i.e. logo demands creative input, which is easier said than done. That said a good corporate logo will reap hefty benefits for the business in the longer run. There is no fixed pattern or process that has to be followed to design a memorable logo; every designer has his or her preferences. Here are some guidelines that can help aspiring designers to chart out the design process by segregating it into easier parts.
Before you wander into the process of logo design, it is imperative to talk to your clients. It is the client, who is to be satisfied in the end so it is necessary that their perspective is taken into account. Since clients themselves know their business, target market, and vision very well, they are the best people to start with your research.
After speaking with the clients, you should also do your own research. Identify the target markets’ preference and leanings. Check on the history of the business, its highs and lows and an assessment of their plans. A cookie cutter logo only increases the chances of not making the final cut.
The best ideas do not present themselves at first. Give everything that pops up in your mind a fair chance, and that way you will be able to broaden your canvas. Don’t let any stone unturned; entertain even the craziest of concepts, because who knows they might work after all. It is pretty safe to assume that back in the day, there were people who might have found the now infamous swoosh as a crazy idea to represent an apparel and accessories company.
Creativity is not creating something new; it is learning, taking inspiration and building on it, ending up with something entirely different. The best place to take inspiration is from those who are ahead of the pack. Brands like Apple, Michellin, Coca Cola and McDonald’s have some the most iconic, memorable logo designs.
Once you have the basic ideas on paper, narrow down to the best three concepts and proceed towards the digitizing phase. You can use a tool that you’re comfortable with, such as Adobe Illustrator to digitize your idea and see how they turn up when the canvas changes from paper to screen.
Now, it’s time to present your work to the client. Send around 1-3 variations of your design with different backgrounds and sizes. This will help the client think in terms of background color, usability on different mediums etc. You also need to clarify as to why you choose this design, and It best represents their business, services or products.
Some clients do not understand visual design as you do, and they might come back with criticism you weren’t expecting. But, that is part of the process, and you need to explain, or rather sell the concept. You’d be surprised to see that many clients will appreciate this, and tell you to move ahead with minor changes, as opposed to telling you to go back to the drawing board.
So after incorporating the feedback, you will have brought the logo to its perfect form. Make sure you got the feedback right. If you want something to be added at this stage, consult with the clients.
After the final design is ready, the file should be sent to the client in all industry acceptable formats such as EPS, PSD, AI whereas PNG, PDF and JPEG formats are acceptable for previews.
After you have sent the file and now own a satisfied client, it is time to make the leftovers more useful. Use the logos that weren’t accepted by the client, and upload them on logo design inspiration websites such as LogoMoose and LogoPond. It helps others in the industry, and establishes your online reputation as an active, contributing artist. Logo designing is a creative art, nothing creative is a waste, it just needs it true place.
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