What Is the Process for Creating a Logo
I am often asked by clients what the process is for creating a logo. As with most things, this varies from time to time, depending on the situation, but typically it can be broken down into several distinct stages.
First, understand that most of my clients come from referrals. They have seen some of my work, gone on my website and decided that my style and abilities are a match for their needs. Typically, they are starting a new company or have one that never really had a logo created for it.
There are four key steps in the process: Discovery, First Drafts, Refinements, and Delivery. All of my projects begin with a contract that clearly states the work being done and both my and the client's responsibilities.
First Stage: Discovery
This first stage is crucial. When I meet with the client I will often use a pre-printed form that has a series of questions that help me get a better understanding of the company and the goal of the corporate image package I am creating. It is important to understand how the client views their company / brand and where they see themselves in the marketplace.
Other factors play key roles as well. Identifying the target customer for the company can lead design down a particular road. Is the company a service or product based business, a wholesaler or retail operation, or a manufacturer? What will be the primary method the company intends to use to market itself? Is the company going to pursue business regionally, nationally, or internationally? Does the company have a particular color scheme it would like to use?
The more I know about the company, its goals, targets and customers, the easier my job becomes.
Discovery - Part Deux
Once I've met with the client and gathered as much information as possible I like to do some market research. Basically, this means going online and researching the industry and what competitors are doing. There is an amazing amount of difference between industries in terms of professionalism, branding impact and importance, and the adoption of technology.
A great example of this is from a recent project regarding Centennial Airport. When I began researching the industry (smaller, private / business airports) I was amazed at the number websites that hadn't changed since the late 1990s. On the whole, the industry is far behind the technological curve. In fact, my search didn't yield one airport that had a website that was built to web standards and used XHTML and style sheets. The important thing I learned here was: expectations vary by industry (and at times the competition can be unimportant to the job at hand, but still it is important to know this).
Second stage: First Drafts
Once I've done my homework the process begins. Typically, I will work up three design ideas and send them off to the client (email - lo-res jpg files). At this point client feedback becomes the guide. I have someone I trust that I show each project to before sending it off to the client. She has an amazing knack for seeing things as the customer does. Her most common remark is this: "This one on the left is beautiful, but the customer will pick the one on the right because it's more conservative." The only time her comments aren't accurate is if the industry is one that expects something more creative - like a massage therapist or day spa.
All of my work is done in Adobe Illustrator. This is important to the client, and important to communicate to them. Too often I see companies with logos that are .jpg or .gif images. These files place severe limitations on what can be done with them. Illustrator (vector) files are nothing more than math to the computer. They can be enlarged to the size of a billboard (and beyond) and still remain clear and crisp. So, if the company will be participating in tradeshows, or advertising on buses or billboards, your logo will always appear clean and crisp. Just how you want it.
Third Stage: Revisions
Clients will usually have a preference among the designs I send them. And often they will ask to see some changes in that design. Once we have come close to a design that they like I will work up a black and white version as well. This part of the process usually goes fast, though not always.
Stage Four: Delivery
When the client gives the OK for a design I then save it in several formats: Vector (for printing) and .jpg, .gif and .png for the web. Then it's just a matter of burning a CD and handing it off!
The whole process can take a few days or sometimes weeks, depending on the client's needs.
There is one other thing that I try to communicate to the customer. Often clients will try to get too many people involved in the process. Trusted confidants are one thing (no more than a couple, please), but soliciting opinions from a wide array of folks will lead to a mess. Here's the key point: this is YOUR company. It is YOUR vision. The more people that get involved the less it becomes so. Even if at some point you intend to go public with the company it is still your vision that you are bringing to life.
