Creating a logo is the first step in building your brand and an indicator of professionalism in business. Most business people understand that today no company can thrive without a logo. But not everyone knows what a real logo is and how it works. A logo is more than just the face and identifier of a logo design company in online and offline markets.
For the consumer, the logo is a guarantee of quality; for business partners, it is a signal that the company is trustworthy. The logic of the market is as follows: if a company has a high-quality logo, this quality extends to its activities, namely the production of goods and the provision of services.
The logo helps the company stand out from the competition, making it recognizable and memorable. The logo forms the basis of the brand’s visual identity. Exclusive rights to the logo and corporate identity provide legal protection for the company’s assets.
A well-designed logo is functional. He must work. A logo does not fulfill its function if it was created without taking into account (or in violation of) marketing and design rules.
- Presentation of the company on the market.
- Informing the market and audience.
- Formation of brand image.
- Distinguishing the company and its product from competitors.
- Protection of property rights.
- Quality assurance for consumers.
- Bringing attention to the brand.
- Increasing consumer loyalty.
- Basis for corporate identity.
If the logo fails to meet any of the above objectives, it needs to be redesigned based on market analysis and a revised design concept.
Research + Idea + Design Concept = Realization
The secret of a good logo is a thoughtful research that logically leads to the right idea and becomes the basis of the design concept.
Studying the process of creating a logo will help you see and understand how a professional logo is born and what steps the client and designer need to take.
Stages of creating a logo
Stage 1. Brief
A brief is a document similar to a questionnaire. It consists of several logical blocks (marketing, design, administration). The brief is used to provide logo design company with basic information about the project, goals and objectives, requirements and wishes of the customer.
The brief minimizes errors in the project and helps the customer and the designer to understand each other earlier. Therefore, it would be nice to find time to answer all the questions of the brief.
It also includes contact information, timeline, and budget.
Stage 2. Research
Any research conducted by the customer on their own is priceless for designers. However, professional designers will always conduct their own analysis: study the market, brand competitors, their logos and identities, study modern visual trends in relation to the current project. Particular attention paid to the analysis of the company itself, its positioning, mission, values, goals and priorities. Target audience research is also crucial: a brand must speak the same language with its users and find an emotional key to them.
Stage 3. Concept development
The development of the concept can conditionally divided into two elements: the intellectual part and the visualization of the idea. This is the most difficult and responsible stage of creation, often requiring the team to brainstorm. Brainstorming involves several steps:
Analytical conclusions – Ideological content – Verbal description of the image – Associations – Visualization of the image
The concept of the logo is based on the ideology of the brand and includes versions of the visual “message” that will serve to achieve the goal. The main task is to create a brand image – first in the form of a verbal description, then in the form of associations and, ultimately, in the form of visual images.
The best ideas of the concept are then used to create sketches.
Stage 4. Sketching
Sketches of the logo are first drawn by hand on paper. It is customary to make from 16 to 20 versions. Photos of sketches are sent to the customer for consideration. Then a conference call held so that the client can choose 3-4 best versions.
Stage 5. Work on the selected versions
The selected sketches are digitally recreated (usually using Adobe Illustrator). Details, different colors and elements added. Two variants of text design selected: positioning relative to graphics, size, font. In typographic logos (which consist of text or stylized lettering), each letter processed and each element drawn, turning a simple lettering into a text character.
Finished sketches are also discussed with the customer.
Stage 6. Final presentation
In addition to versions of the logo, the final presentation usually includes examples of logo placement on products, corporate documents, promotional materials, etc. The logo is accompanied by a “story” – a description of the characteristics of the image, its possible interpretations, advantages and disadvantages.
After the presentation, another discussion follows, which ends with the client’s approval of the final version of the logo.
Stage 7. Delivery of work
The approved version rendered in various formats (EPS, JPEG, TIFF) for various media. If necessary, different color variants of the logo are made: full-color, monochrome, black and white. Sometimes a simplified version offered for smaller rendering options. Finished files transferred to the client. They will used to embed the logo in promotional products, corporate documents, and so on. They will become an important basis for the corporate identity of the company.
In the process of creating a logo, the client and the logo design agency become partners and employees. The result of this tandem will be a correct, visually perfect and meaningful logo – a functional marketing tool.
Bruce Murphy is a freelance logo design company. Bruce Specializes in UI/UX, concepts, branding, identity and 2D/3D animations. He Works with companies, agencies and startups around the world.