A logo is more than just a symbol, it’s a visual representation of a brand’s identity, values and story. A logo has to encompass all that, while still resonating with an audience, and be easily replicable and applicable to various marketing swag (collateral).
To ensure the design fulfils the requirements and results in a logo that will stand the test of time, there is a process that all designers go through. We hope to pull back the curtain a little bit on the logo design process so if you’re in the process of rebranding, you have more of an idea of what to expect.
1. Sketch a Variety of Logo Concepts
At this stage, you’ve already considered what you want your design to be. So step one is to cultivate a collection of logo concepts. Here, we (the designers) will sketch, sketch, sketch. The reason for this is to just let out all of that brain stew (not the Green Day song) that’s been cooking up in each other’s minds.
You both need to see what your ideas look like outside of your heads. Sketching is a simple, but effective and important brainstorming step, so the logo design software isn’t required quite yet, as this stage is old skool analogue pencil and paper.
With all the concepts laid out before yourselves, you’ll soon discern what works and what doesn’t, what themes and threads you seem to follow more often and then mix and match the elements until you settle on the one.
Eventually, you’ll pick out a design. You can refine it by removing certain elements and changing minor details, and begin typography explorations. By playing around with it with minor changes, you’ll further ensure you have the best design picked from the bunch.
2. Create Digital Drafts in a Vector Software
Now it’s time to load up the vector software and translate your (no longer brain stew) logo into digital! From here, we’ll take three of our best designs and recreate them. Your logo will be really taking form now.
Now it’s digitised, you can make the crucial design decisions such as colour and typography, checking black versions vs white versions, sizing etc, so this is where knowledge of the software being used plays a crucial part.
Now it’s done! Kind of, but the continuation of this stage is to create a presentation to fully showcase your design. This includes flat logo, variations, overlay with brand imagery and mock ups out in the real world. What you’re doing with the showcase is communicating your version of the brand with a persuasive, knockout logo presentation.
3. Refine Your Logo Design With Feedback
Everyone’s a critic – and that’s a good thing!
Even the most perfect designer may not be able to see the forest for the trees if they’ve spent too long on a project. This means little tweaks may slip by, so usually it takes a fresh pair of eyes to look at something and point them out, which is why critique is such a vital stage.
At this point, your designer may transform into a minor social menace as they’ll want to show their clients (you), their co-workers, their S.O., friends, neighbours, their dog, whoever will listen! They’re trying to get fresh perspectives and ideas from the most unlikely of places, and gauge people’s reactions to the design to make sure the logo is having the intended effect of its design, so consider it vital research and help them as much as you can.
The logo first and foremost must represent the brand and every step you and the designer have been on up to this has had that mantra influencing the project. So now it’s in front of you, ask yourself, “is this representing the brand exactly how it needs to be?” If it isn’t, you may need to give gentle but polite feedback and the designer will be able to clarify their design choices in turn.
4. Prepare and Deliver the Final Logo Files
Did the logo survive the critique gauntlet? Wonderful! Now you’ll be sent your final files.
During the client discovery meetings, you’ll have determined your needs at the start of the process. If you have no special requirements, you’ll most likely receive:
- Layered source vector files such as AI
- Layered EPS/PDF (for clients using different vector programs)
- High res raster files for web, including PNGs with transparent backgrounds
There will also be all the basic variations of the logo included, such as full colour, black, white and monochrome. If standard font was used (as opposed to custom lettering), then the text will be outlined – otherwise the font will change on computers that don’t have it installed. Keep in mind that most font licences require the client to purchase it themselves.
The creation of a brand style guide is quite handy here; it’ll ensure your logo is used correctly long after the designer has gone. All the work that went into the partnership will endure, with boosted confidence of the final result.
5. Find A Creative Agency that Shares Your Vision
Remember, a logo is not just a mark but a symbol of a brand’s essence and values. It has the power to evoke emotions, communicate a message and leave a lasting impression. If you don’t want to design the logo yourself, it is absolutely vital you find a creative agency that shares your vision, so your brand identity can be fully realised.
Brace Creative Agency has experience in the logo design and branding department. We’ve taken numerous brands to the next level with our logo design process and the success lies in part to our client-first approach to partnership. We believe in your brand, and want to unlock its full potential.
Are you seeking an agency that shares your vision? Drop us an email at hello@brace.co.uk or give us a ring on 01452 729 953 so we can begin the steps.
