For many, designing a new logo is a fun and exciting exercise. Picking out colours, choosing fonts, thinking through new ideas, it can be a refreshing creative outlet.
For others, it can be a creative nuisance. Something to be ticked off and tucked away, a necessary business expense.
Regardless, of your particular situation, your logo design quality and creation will go a lot smoother if you follow a careful process.
While every designer (or agency) has their own methodology, the following steps are common in making the process as effective and efficient as possible:
- Define the scope
- Generate a range of ideas
- Select the few for development
- Define your colours
- Finalise your detailed design
Let’s look at each in detail.
1. Manage the scope
It may be tempting to start coming up with ideas, but it can be helpful in focusing and guiding your future efforts by answering a few key questions up-front.
These can be both strategic and creative. Some questions you should probably answer are:
- Who is the logo targeting?
- What are the brand values I want to convey?
- What type of logo do I want: text-based, symbolic, picture-based, or a mix?
These basic questions will help guide your efforts in the next stage.
2. Generate ideas
Put on your creative hats, now is the time to start creating ideas for your potential logo.
Think of your target market, values and logo style and generate as many concepts as you can. To save time, sketch these out on scrap paper and focus on quantity, not quality.
But be careful. You are only looking for the seed of an idea at this point, not the perfect idea.
If you focus on creating the perfect design from the beginning, you will likely stop yourself in the creative process and miss out on the gems that come from the creative process.
Once you have 10-20 ideas, you will be ready to continue to the next stage.
3. Select your concept
Review the selection of concepts you created in the previous stage. Do any of these stick out to you? What could be developed here?
For some firms, they will need to go back to the drawing board and generate new ideas again. This can be a cyclical process.
However, if you are not discovering a particularly outstanding concept at this stage, this is where a graphic designer or brand consultancy can help.
Both of these experts exist for the sole purpose of transforming strategic positioning and ideas into creative, visual expressions. They will help you draw out the creative genius and edge in your ideas in ways that are hard to express in words in a much shorter period of time.
Once you have one or two concepts selected, you can move onto the next stage.
4. Define your colours
With a concept in the works, you can begin considering the colours of your logo.
This step is purposely saved for after the conceptual development of the logo. Focusing on colours too early can stifle your concept development process as it is easy to be distracted by not liking a concept because of its colours – rather than the creative content.
In the same way as coming up with logo concepts, you will want to come up with a few combinations of colours for your logo.
A helpful tip, try to include:
- A primary colour that can be used to accentuate features on other creative assets, like websites, buttons and icons
A colour suitable for generating a derivative text colour
Generate a selection of possible colour combinations, such as 3-6 and choose from these in order to move onto finalising your logo.
5. Finalise your design
Now that you have your concept finalised and colours selected, you will be able to have these elements combined to complete your logo.
Be sure to create this in a variety of formats such as PDF, PNG, JPEG and .PSD for record keeping and to make it easy for your marketing team to use and understand your logo.
Congratulations! You should now have completed your logo creation process.
Creating a logo can be a relatively simple exercise, and efficient when managed properly. However, creating a logo can be a lot more sophisticated than this – keeping in mind that branding is more than simply a logo, it is the combination of strategic insights together with creativity and execution.
If you need help getting a logo for your firm, feel free to reach out and let’s talk about how to go about to get your logo designed in a cost effective manner.