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Vital Stages of Logo Design.
by Kelly Dailey
Conception & Development
Phase ONE: Discovery & The Creative Brief
The first step in the logo design project is the development of the "Creative Brief". This is a set of documents that sets forth the client company positioning and specific objectives for the project. The Creative Brief is prepared using information provided by the client as well as further market research to fill in any gaps regarding the competition and target audience. It is an invaluable tool in assuring that the logo design project stays on track, and is executed before any work is done. It will also be referred to, expanded and refined throughout the logo development process.
Phase TWO: Brainstorming & Ideation
After thoroughly researching your business or product, conduct an internal brainstorming session to develop creative concepts for the logo project based on the information and objectives set forth in the Creative Brief. Phase THREE: Concept Development & Implementation
Working initially with black and white thumbnail sketches, your designer begins to develop the logo concepts as set forth in Phase Two. This stage usually involves a lot of experimenting with images and text. Many designers will begin by sketching thumbnails or playing with shapes until something "clicks" and they follow that path to see where it leads- always with your company objectives in mind.
The idea is to come up with something interesting or clever, whether a viewpoint which is different, or an unusual combination of shapes. Your designer will look hard for a kind of 'happenstance' - to create a logo for you that is truly unique. They will try to find, and then exploit, some unique aspect of your company or its name. Or perhaps it will be something which will require some guesswork on the part of the viewer, but then be crystal clear when they look at it another way.
When your designer is confident that he or she has fully explored the possibilities with thumbnail sketches, he or she chooses the top six thumbnails for further exploration on the computer. Often, once the designer begins playing with it on the computer, the logo begins to take on a life of its own.
At this stage, the designer addresses:
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Text Usage and Font selection
Different type fonts impart very definite characteristics about the brand name. Fonts are selected that fit with the brand character while considering readability.
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Graphical elements
This may include the development of your brandmark, the symbol or icon intended to represent and complement an aspect of your business or product. Alternatively, it may simply include any shapes and/or lines used as an integral element of the design.
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Layout: Lockup creation
The selected type font is carefully combined with the graphical elements to create a lockup. A lockup is the final form of the logo concept with all of its elements locked in their relative positions. A good lockup will create a sense of cohesion between the elements.
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Trade Dress
Color(s) are strategically selected to reflect the intended brand attributes. The final colors applied to the lockup of the brandmark and typography ultimately define the trade dress of the logo and your corporate colors.
Phase FOUR: Concept & Design Presentation
The creative director reviews the designer's work and evaluates the logo concepts against the Creative Brief. Once approved, your initial logo design concepts are presented for your review: it may be presented in a meeting with you, via hard copy delivered to your office, via email, or posted on a Website for you to review. |
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