PHASE 1: LOGO DESIGN PROJECT INITIATION
Creative Brief – The first step of the logo design process after engaging our services is the completion of the creative brief. This includes questions about the company, products, service or business but more importantly questions about the target market, the kind of message the client wishes to broadcast through their logo design and their design preferences.
Team Assignment – Once the creative brief comes in, a creative lead is assigned to the project. This would typically the strategist or creative director the client would have either communicated via email or phone. The creative lead then picks a small team of 4-5 designers to work on the logo design process. The assignment of the creative lead and the designers is based on the industry segment of the client’s business and the kind of service level they had purchased so that senior staff can be assigned to more comprehensive client projects.
Project Creation – The project manager continues the logo design process by creating a project on our online studio floor where the client can see the team assigned to the project, can communicate with each designer, check out the milestones and calendar and see the design presentations.
PHASE 2: RESEARCH & BRAINSTORMING
Once the project has been created on our studio floor and the team assigned, it is time for the creative director/lead to start the research and brainstorming process. This can be spread across multiple days and sessions and all members of the team are involved. One third of the time and effort is spent on research into the company/business. Another third is spent on competitive landscape analysis and research and the final third is spent on the target audience research.
PHASE 3: SKETCHING PHASE
After the research phase is completed, the team will be armed with 6-8 different brand story directions. Each of these directions is then turned into a creative solution by the creative director and the team of designers.
Each designer takes ownership of one or two different design directions and they start sketching out ideas and doodles to translate the brand story into a visual representation. Most of this happens using pencil and paper. Sometimes scores of different design ideas are drawn up.
The creative director then works with each designer to filter and choose the best candidates to take forward into the digital design phase.
PHASE 4: DIGITAL DESIGN PHASE
Once the hand drawn sketches are sorted and prioritised, the team gets to work building the digital versions of the logo design ideas. Each logo design is built in vector format using clean design principles. We use Adobe Illustrator for building all our vector art work.
These digital designs are fine tuned and crafted with so much care that sometimes one of them becomes the final design and is selected by the client to use as is. Other times, clients may choose one direction and then request some tweaks or changes to the design – either the typography or layout or even the color palette. These are called revision rounds.
PHASE 5: REVISIONS & FINAL FILES PHASE
Revision rounds involve tweaking typography, layout or sometimes even adding additional elements to the logo icon. After one or more revision rounds, and once the client is happy with the final design, the team works on whatever other brand elements the client had engaged us for – such as secondary icons, brand patterns, matching stationery designs, marketing elements and even a website.
At the end of the process, we create printer ready final files formats and camera ready vector artwork (including EPS and AI files) as well as web ready files such as JPG, PNG, GIF and PDF files and upload them to our servers so the client can download them for safekeeping and usage. If a brand manual was included in the contract, we create that too.
**IMPORTANCE OF THE LOGO DESIGN BRIEF
A great graphic design is a product of elaborate thinking and visual creativeness. Failure to translate your ideas to a compelling design is pointless. At the same time, a well-crafted logo is ineffective if it doesn’t embody the essence of your business.
That’s the purpose of design brief – to set direction, place parameters and stir creativity. It sounds quite complicated but it’s not. It can be formal or informal depending on the graphic designers you’re working with. The important thing is to have crystal clear objectives before going to the drawing board.
So, what’s in a design brief? It all starts with your branding strategy or how you want to position your brand or business relative to your competitors. Some of the questions below will help you develop a practical brief:
1. What’s the one thing that you want your customer to remember about your brand or business?
2. Who will be exposed to your logo? Talk about your target market.
3. What images and words describe the personality of your brand?
4. Who are your major competitors and what are their main talking points? Be sure to check the logo design color combination they are using in their graphic designs so yours won’t be confusingly similar to them.
5. What’s your target media? Do you want heavy exposure online, TV, radio, or newspaper? This is essential for finding the right materials to use.
6. What’s the measure of your logo’s effectiveness? Make sure you and your friendly graphic designer have a clear definition of measuring the impact of your project.
Here’s one thing you should remember: it must be brief. That’s why we call it the design brief. Avoid analysis paralysis. Two hours is too much, assuming you’re very familiar with your branding initiatives. At the end of the day, it must be clear, concise, and direct.