Logo Design Is No Picnic
A proper logo design process is an art, however it seems to be lost nowadays. Customers, and also designers does not take it seriously, and tend to turn toward conveyor belt solutions to make rough-and-ready works. Logos are one of the most difficult things a designer can create. To capture the essence of a company or business requires concise job, real skill and is by no means a speed racing.
Art is not always about fun and inspiration. The first thing you have to understand when you bend to the task of creating logo design is that you will unavoidably struggle with it, especially in the beginning. This is the time when you have to continue on, and not giving up. Once you managed to overcome your fears, or your laziness, and you already understood that this is not only about art for art’s sake, you can get back to fun and inspiration and try to keep it throughout the project. If you can not, it does not mean that the end of world has come.
There are some general rules of logo design you can read on the Internet in several articles. Let’s take a look at some of these rules, see what guidelines we should follow in order to create high quality logos, and see how they can all be applied to create a logo design that works in today’s market environment. This article covers the beginnings of the process, and may provide inspiration to start.
When you are about to create a logo that represents a whole company, one of the first steps is gathering together as much information and knowledge as possible about the client’s company, such as what they do, who their target audience is, what their goals are and how they want to be seen by their customers. There are designers who use an online form or a physical questionnaire to ask questions, while others choose more personal ways such as phone calls or email. Whichever mode you use, try to gather as much information as you can. The more information you have, the easier it will be to adjust a design specifically to your client’s conception, and more importantly be able to precisely represent the company in their new logo.It needs time to research the client and its background, so do not get over with it in a second.
Start with a sketch first instead of jumping into Illustrator and Photoshop. You will necessarily spend enough time with them to fed up, so try to work as much as you can away from these programs. Brainstorm and note every idea that comes out your mind on a sheet of paper. Usually the first that comes to your mind is the most determining, the same way as our brain works when we look at a logo. It is also important to keep your sketches in a notebook, because later you might need them. Iy you can not use a logo in one project, there is a good chance that you will be able to use it some other time.
If you have your concept in your mind, you just have to realize it, so you need to know what techniques you will use. Quality design requires vector graphics which enable designers to change the size and format of their logo without any distortion. The ins and outs of vector graphics is the topic of another article.