When creating a logo – the process can be very different from one client to the next. Often the clients expectations and lack of experience can account for the varied design processes.
Designing a Logo for a Brand
Given my client pool, I am lucky to work with creative people. I surround myself with skillful and creative types that are seldom wrong when it comes to the principles of visual composition.
When clients come to me for graphic design services – they often have the design concept and brand philosophy developed. At which time – my role as the graphic designer is defined. I am there to ensure that the logo renders correctly and is aesthetically pleasing – while reaching the project design objective.
Designing the logo for a Brand. That’s the natural Logo Design approach. The conceptual developmental of the Brand is complete. The visual logo simply needs to acquire the right personality.
And the Rough Sketches can quickly move into refined ideas.
Designing a Logo without a Brand
Yes, I know – as a graphic designer we should never let this happen. But it does. Maybe you like the business idea or the client is refreshing, or you just feel like giving someone a break. Whatever the reason – you allow the client to move forward to the design process, without a brand. With the idea of working backward to establish the brand philosophy.
The difference between the old client and the newbie is that the experienced have structured their thoughts into a formatted project plan. The other client this has the ideas in their head. It isn’t that they don’t know – they just have never been asked before. And so the process begins.
From Logo to Brand
For most of the world, the role of Branding and Logo Design is confusing. The experienced graphic designer understands that the Brand is the business reputation – the business equity – built upon reliable products and reliable service.
The Logo Design – while the logo is the first visual component of the branding process. The logo does not stand alone to create or maintain the business values and customer loyalty.
For more information on how to build a strong, loyal brand – read my blog BUILDING A BRAND.
Creating a logo without a brand is not an ideal approach. But, as many graphic designers understand – especially those graphic designers that work with start-ups. You as the designer may be the first person in the world to ask your clients about their business goals.
Your Graphic Designer is the only person who cares to ask you branding questions
Be honest, no-one else is interested in our work ideas. People are not stopping me in the street and asked about my yearly business goals, or what I hope to achieve ten years from now. No one cares about my moral stands. I do however get stopped in the grocery store to answer computer tech and design questions. Which is typically fine, expect when selecting toilet rolls – that I like to do alone.
Building the Brand backward
The logo creating begins. In this case, the client was more visual that conceptual.
Early Logo Roughs
Get the design ball rolling with simple sketches.