This is a question I receive often from entrepreneurial friends, primarily with small budgets. No matter the budget, though, they all want the same result – for the logo to be compelling and unique!
Creating a logo is no easy task, even for the most seasoned of graphic designers. Why, you ask? Because logos are the face of the company. They must be widely appealing, legible, creative, and most importantly they must instill trust and exude success.
My design process takes shape through these five steps: research, brainstorm, sketch, refine, and reveal. I also follow every designer’s mantra throughout the process: PATIENCE, PATIENCE and…a lot of PATIENCE.
During the research stage, I gather as many facts from the client and about the company that I can, including the client’s likes and dislikes and how the logo will be used (signs, collateral materials, uniforms, promotional items, etc.). Next, comes brainstorming followed by the fun part – sketching. I play with colors, fonts, and shapes; ideas flow quickly from my mind to my mouse. Now it’s time for refining; to whittle down and tweak my designs into a simple, memorable logo.
Lastly, I reveal my designs to the client. I let the logos speak for themselves, not giving an introduction to them, because ultimately this is the purpose of a logo – for it to resonate with the viewer and tell a story with memorable graphics.