A step-by-step process for creating a logo. Research – idea – concept – presentation – approval
The main stages of creating and developing a logo.
Logo creation Is the first step in building your brand and an indicator of professionalism in business. Most business people understand that no company today can thrive without a logo. But not everyone knows what a real logo is and how it works.
Logo Is more than just the face and identity of a company in online and offline markets. For the consumer, the logo is a guarantee of quality; to 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 to stand out from competitors, making it recognizable and memorable. The logo forms the basis of a brand s visual identity. Exclusive rights to the logo and corporate identity provide legal protection of the company s assets.
Well-designed logo functional… It should work. The logo does not fulfill its function if it was created without taking into account (or in violation) of the rules of marketing and design.
Logo functions:
- Presentation of the company on the market.
- Informing the market and audience.
- Formation of the brand image.
- Distinguishing the company and its product from competitors.
- Protection of property rights.
- Quality assurance for consumers.
- Attracting attention to the brand.
- Increased customer loyalty.
- The basis for the corporate identity.
If a logo fails any of the above, it needs to be redesigned based on marketing analysis and a revised design concept.
Research + Idea + Design Concept = Implementation
The secret of a good logo is thoughtful research, which will logically lead to the right idea and become 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 are required for the client and the designer.
Stages of logo creation
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 inform the designers of 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 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 carried out by the customer independently is invaluable for designers. Nevertheless, professional designers will always carry out their own analysis: study the market, brand competitors, their logos and identity, study modern visual trends in relation to the current project. Particular attention is paid to the analysis of the company itself, its positioning, mission, values, goals and priorities. Target audience research is also critical: a brand must speak the same language with its users and find an emotional clue to them.
Stage 3. Concept development
Concept development can be conditionally divided into two elements: intellectual part and idea visualization. This is the most difficult and crucial stage of creation, often requiring a brainstorming session from the team. Brainstorming involves several stages:
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 stated 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 concepts are then used to create sketches.
Step 4. Sketching
The 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 review. Then a conference call is held so that the client can choose the 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 are added. Two options for text design are selected: positioning relative to graphics, size, font. In typographic logos (which consist of text or stylized lettering), each letter is processed and each element is drawn, turning a simple lettering into a text mark.
Finished sketches are also discussed with the customer.
Stage 6. Final presentation
In addition to logo versions, 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.
The presentation is followed by another discussion, which ends with the client s approval of the final version of the logo.
Stage 7. Delivery of work
The approved version is rendered in different formats (EPS, JPEG, TIFF) for different media. If necessary, different color variants of the logo are produced: full color, monochrome, black and white. Sometimes a simplified version is offered for smaller rendering options. The finished files are transferred to the client. They will be used to embed the logo in promotional items, 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 design agency become partners and employees. The result of this tandem will be a correct, visually perfect and meaningful logo – a functional marketing tool.
