The 6 points below outline the process involved with creating your new logo or brand identity…
Each project begins with a meeting and assessment of your needs to get an understanding of the business and go over the branding questionnaire
I look into the competition, see how they’re positioning themselves and develop ideas on how to differentiate from them. Research also includes looking into the history of the industry, finding hidden meanings, related imagery, connections. I try to find the ‘angle’ to work your story.
I start sketching and writing ideas based on the findings of my research. I’ll produce three options with a rationale for each – too many options creates confusion.
I’ll present my concepts with a values and mission statement for the brand. This spells out what the brand stands for, what it believes in, how it behaves and what it should look like.
You’ll assess the concepts presented, choose one and then I’ll start refining that option. Of course if none of the concepts appeal, I start again, with feedback from you.
The chosen logo concept is then developed in a digital format (on the ‘puter) and another three versions of the chosen option are presented. Logos will be shown as one dimensionsal and in situ.
The three options presented will be the result of dozens and dozens of tweaks, iterations and refinements and will be my choice as the stongest options of all of them.
Three sets of refinements/changes are included. If ongoing changes are requested past this point I will have to start charging again at my ususal hourly rate. You may make several change requests at each presentation of the logo which counts as one set of changes.
Once approved the ID user guide and logo files are created. The user guide stipulates the identity’s colours, fonts, correct/incorrect use, minimum size and clear space. logo files are supplied in vector and bitmap formats for use in print and on screen, set in your pantone colours, CMYK, RGB, Black and reversed (white), plus portrait and landscape versions if required.
All files are supplied on payment in full (if paying the balance on completion) along with a logo file user guide. If stationery is included, working files and print ready files are supplied at this time. If paying by instalment, files are supplied once artwork is completed and approved as payment begins at the start of the project.
In logo design
everything is done for a reason
The key to good logo design is:
- Simplicity – for consistent reproduction across all media and for ease of recognition.
- Durability – to ensure it does not date too quickly, it should not be swayed by the current trend (except for the exceptions).
- Relevance – every aspect of logo design has a meaning – the colours, the typography, the mark, the overall style, so each must be carefully considered.
Here’s a great page which details all the do’s and dont’s of good logo design.
Of course logo design is only the beginning of your brand identity. It should not be expected to stand alone and must be part of a wider, cohesive visual message which must be reproduced consistently to be effective. Visit my branding page for examples. If you like what you see please get in touch, I’d love to discuss your branding project with you.
Here’s another great web site all about proper logo design