Shitty, shitty… Bang! Bang!
Maybe you’re asking yourself “Why do I need to the process? Isn’t this the job of a designer?”… Yes, you’re right – it’s the job of a designer, but here’s what I’ve observed in the last few years:
- clients (e.g. business owners) don’t have a single clue about what a logo is and how its design process should take place
- clients are ignoring the importance of a logo, asking for something quickly done – “just put something together over 1 or 2 hours”
- clients (most of them) know shit about typography, symbolism, color theory and their effects at the psychological level
- designers (many of them) know shit about typography, symbolism, color theory and their effects at the psychological level. Ah, yes! You read it right! It’s almost the same statement as the above one.
- cheap designers get hired by stingy clients, and you know that saying… “you get what you pay for”
It’s of utter importance for you to understand the meaning and the creation process of a logo.
It’s not a “Wow! I’ve discovered another universe!” moment. The design process of a logo it’s very simple, straightforward, but if done correctly can save you tons of money and time, leaving you in the end with a highly-ultra-mega-fucking awesome logo.
Start with offering/gathering as much information as possible. This step should be granted around one month of intensive talk about the concept of the “product” (by product I mean that thing that needs a logo representation), about the owner (individuals, groups, company) and anything else that might be found useful for the logo creation.
The seed has been planted in everybody’s mind during the briefing step. Now it needs water. Give it plenty! The owner and the creative team, regardless on which side you find yourself, must research their ass-off! Probably one or two weeks, allocated for research, should do it but there’s no exact recipe… During this phase many aspects, unknown and unsaid during the briefing, will get discovered.
All ideas should be put on paper through rough sketches. Analyze which of them meet the requirements established after the briefing and the research. Don’t hold back any idea, no matter how absurd, futuristic or non-related might seem – you never know when a far out idea might serve as a starting point to a logo version.
Every feedback and review session should eliminate the weak sketches and direct the attention towards to good ideas. Just like in the briefing phase, communication is of high importance. This step can lead to conflicts, because not everyone is taking criticism well. However constructive criticism is absolutely necessary and without it there’s no room for improvement.
Hopefully by now everything is crystal clear and this final step is a fun one, without any pressure. Things which must have been discussed were already debated, all details are set in place and you have some top-notch versions to choose from. Just be sure to choose the one that represents best your brand.
There you have it!
I must mention that the above process can and should be applied not only to logos but anything that fits under a “must be created/adjusted” category.
As said before – it’s a straightforward process and it should be carried out like a tennis game: the client passes the ball to the designer, the designer passes the ball to the client, and without any of them trying to defeat the other.
Come back tomorrow to see some really bad logos examples!