To design a brand identity, I believe is a huge responsibility for any graphic designer out there since whatever a logo or a trademark shapes in to is going to set an image up of that particular client’s business for a good time, especially if its a new business and it needs to create a certain positioning amongst it’s target market.
Logo is one of the most significant element in the equation of any product/Business’s image development and some clients don’t even realise its significance and go as far as even trying getting this cheaply done, as it is some sort of formality. Logos have a great power if implemented properly and will become an asset to any business, having said that, hiring a professional designer is important to initially make sure the formula works on the other end.
That is sometimes a huge trouble, when a client is looking for a good graphic designer to create a logo which works best for the company. When it comes to this, I try to communicate with my clients as clearly as possible since that is crucial to getting the job done and making the client happy as well as fulfilling the responsibility.
First of all lets see what are the major steps before you start enter in to creating a logo,
Ask as many questions as you can from the client, these questions should mainly be focused on getting to know the product or business and the answers should act as a guide in the process of developing the actual logo.
I can come up with some key questions can help fellow designers out:
Is there any heritage associated to your product/business?
Any USP of your product/business?
Who do you believe are your competitors in your market segment?
What are the key features of your product/business that seperates you from your competitors?
2. Go old school:
No matter how advanced the age is and no matter how sophisticated technology you might possess at your workstation, you need to first translate your ideas and thoughts on to a piece of paper, since it is more natural to convert rough or random thoughts that come in our heads…It is simply easier to get hold of these spasms of ideas in the form of imagery through a pencil/pen.
3. Do not recycle:
Now this is really important, One huge problem is to stay away from going green with your logos :)…Here recycling is a crime. Avoid looking at other logos and stealing elements from them, which is not such a good idea, who knows how much thought was put in to the logo you ripped off and even worse what concept might be behind that logo that you twisted and meshed in to your own. Never attempt to recycle other logos, hence the best way is to look at your notes that you took with during your meeting with the client and take them as your guide to creating an original concept.
Remember the basics:
There are a few guidelines that act as a major pillar to making a god idenity,
Make it simple: Strive on making the logo mostly simple in connection with the type of client you have. This makes the logo stand out and breeds another factor which is,
Memorability: Any identity that is simple will make it more memorable and unique since there would be less of elements to identify with but also given that the design has a signature trait that makes it different.
Appropriateness: Always make sure that your design appeals the type of target audience your client has/perceives, for e.g; a multi-coloured trademark with a funky font wouldn’t work for a Law firm…..simple as that. Colour psychology also plays an important role to this factor.
Functionality: Now there are always limitations to any project and to be honest that is what makes the job whole lot of fun, when it comes to creating a logo you need to keep in mind that if a client chooses to implement the logo on multiple mediums such as on a small screen of a smart phone to a huge billboard,would it surpass the test? or whether it has the adaptability to look balanced in a lot of design compositions…so finally, would it surpass the test of maintaining a consistent look all the way?
In conclusion, always try to have a general feedback and a consensus on your design…share your ideas with others after you have come up with a concept and design. Since we all might get locked away in our own design vocabulary it is like a breath of fresh air to have others opinion and I mean that even if they are critical.