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The best logo design process

8 steps for your best logo design

As you may know, having a good logo is an immeasurable requirement for your business or brand. And the difference between a normal logo design and your best logo design comes down to understanding the process. In this article, I am going to outline 8 factors and steps to consider when having your logo designed, so that your final result is the best logo design your company could have!

1. Understand your logo requirements

Your logo will represent your business so you need to understand exactly what your requirements are. If you have a financial services business, your logo is going to differ vastly from a cake decorating company. You want your logo to reflect your business and the tone you wish to express.

2. Know your audience

It’s important to know who your audience are. Factors such as age, gender, income bracket and demographics are vital to the appeal of a logo. For large corporations or companies with a budget to allow it, we recommend a market research investigation which will outline and answer these questions before embarking on a logo design. If budget does not allow for this, work up an ideal customer profile and research what appeals to them.

3. Write your best logo design brief

A good way for you to capture the information you require for your logo is with a design brief. A good design brief will serve both you (the customer) and the agency who is interpreting the design. The brief will target these questions, additionally, it will prompt you to think about what you are looking for in colour and logo usage and your intended tone (e.g. humourous, serious, modern or classic). Your design brief will also investigate if you want an icon (e.g. think of Hulett Packard’s HP icon, or just a logo type e.g. think of Coca Cola’s logo). Our logo design team will guide you through the logo brief phase with an online form and leading questions. Remember to put in the time required during briefing as this means you have the best outcome for your logo design. Halo Media have a logo briefing form that we share with our clients to guide you during this process. Read our article on how to write a good design brief.

4. Choose your tagline carefully

A tagline, or “strap line” is a phrase or motto which describes your business. This is not a necessary requirement and is often associated with more established businesses. Generally, it is grouped with your logo but is not part of your logo. If you don’t have a tagline but would like one, it’s a good idea to call in a copywriter who will work with you to research what you want in your tagline, then craft it into a coherent and catchy message. If you don’t have a tag line, however, don’t stress, it’s not imperative to have one.

The logo design process:

Once a design brief has been taken down, the designers get to work. Below are our processes and technical aspects which are crucial for an effective logo design.

5. Brainstorming

When we receive a brief, we do a brainstorming and research process. The research includes looking at competitor identities to see how they handle the representation of their brand and to make sure that your logo is different to theirs. A logo which is too similar will not stand out, and therefore will be ineffective. We recommend brainstorming to be done on paper and not to jump straight onto the computer – the computer is a tool, not the method of design, so ideas created entirely on screen can sometimes hinder the creative process.

6. Options

Whether your chosen logo package includes 3 or 12 options, we create many versions, many of which never see the light of day. The reason behind this falls into the brainstorming category – sometimes a logo may start off as a great concept, but the interpretation falls short of the mark, or vice versa. Once the initial logo designs are done, the creative team choose the best options and craft those further until they are at a stage where they can be presented.

7. Revisions

Once logo options have been submitted, then the chosen design is progressed into the final option. This can include resizing, re-colouring or refining.

8. Technical aspects

It’s a good time to bring up the technical aspects which need to be considered with a logo design. We need to consider the application of your design, and these are some of the factors we measure it up against:

  1. Legibility: Is your logo going to translate well when used small (e.g. on your business card) and when taken large (e.g. on a billboard or the side of a delivery van) – so is your type size going to be working if it’s very small? Does it work well when faxed or photocopied (e.g. in black and white)? Does the shape of it (e.g. if it’s very deep) mean that if it’s placed for example, in a web banner, mean that it has to go tiny to fit that dimension?
  2. Clarity: As above, the clarity of your logo is important, especially for resizing it to large formats. We are often supplied with logos which have been created in a photo editing software, but the problem is that they cannot easily be resized or re-coloured.
  3. Colour: With the introduction of digital printing, often the colour issue is not as pertinent as it used to be, as small print runs are available and are in full colour. But if your company does lots of printed items, especially such as order forms which are printed en masse, then you will do well to do a one or two colour logo which will result in lower printing costs.

Finally, the logo design process is an exciting one. You might be starting a new business, rebranding an existing one or introducing a new product. All of this means change, which can often be a stressful process. If you plan well however, the final outcome will be a valuable and essential asset to your company for many years to come.

Take a look at our logo design examples and contact us today to chat about your new logo!

2017-09-12T15:22:20+00:00 September 26th, 2017|0 Comments

About the Author:

Louise Cunningham is a Director of Halo Media, a graphic Design studio based in Durban, South Africa. She’s passionate about brand management, PowerPoint presentations and allowing the dogs to sneak into the office!

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