Graphic designing is a rule-free zone. No set standards to follow, no particular tool to use, and absolutely no limitations on the degree of creativity to exploit. Anyone can come up with a distinct idea and BOOM the logo’s a success.
There are several brands, in the same industry, having logos that are completely different in terms of their structure. Some brands own a meaningful logo while the rest have a random design that may appear as gibberish. There is no set trail to follow when it comes to logo designing. However; this does not mean that the processes, as followed by the industry, cannot be alike. Most of the companies prefer using the same techniques to lead them towards a perfect logo. These processes will be the focus of this blog.
Understanding the Client
The customer is the key to a successful logo design. Therefore; it is vital for a logo to remain aligned with the preference of the customers. A logo should appropriately highlight the qualities that the customers of the brand possess since it’s the only way through which a company can build a connection with them. This alignment, however; requires the logo designer to first understand the nature and needs of the clients before the design is started.
The client’s needs and personality could be unidentified and often unknown to them. Hence, thorough research in this regard is necessary to dig into the core of their personality while searching for the needs that have remained unfulfilled for a long time. Once the needs are known, the logo can easily be bestowed with the identified traits while making the design relevant and appropriate.
The logo of the Apple Company contains an ordinary apple in its design. The idea may strike as random to a normal person, however; for an innovative individual, the symbolical meaning behind the logo appears as clear and obvious.
Understanding the Competition
Having a chance to play against the rules does not mean neglecting the competition. The competition can have a strong impact on how a brand performs in the market. Hence, understanding the competition is also an important phase in the graphic design process.
Having a sound understanding of the competition can also help reduce the workload of the company by mitigating the efforts required during phase one i.e. understanding the client. The established competitors, as a matter of fact, are usually the ones that have been through these phases, and hence, understanding them could unleash immense knowledge with respect to the interests of the customers and the techniques these companies have been using to cater to their needs.
Knowing the designs that the competitors use can hence, set a benchmark for the brand. It is the most vital and easiest option to opt for when researching the industry.
Developing an Idea
Once the research is completed, it is vital for the designer to bring all the ideas, as explored during the research, in one place. The ideas may contain a link between one another or maybe entirely different but that should not bother a designer. The more the similarity between the ideas, the easier it is for the designer to assimilate them. On the other hand, the more diversity, the better are the options available to exploit.
Moreover; the idea development phase gives a designer the freedom to experiment. The idea for the logo could be excellent or average depending upon the level of creativity used during the phase. Higher levels of creativity help unlock different horizons while leading the designer towards an idea that could become a hit in the market if presented in the right manner.
Once the third phase is completed, the designers are required to sketch the idea on a piece of paper. The designer may not get the right design in the first go; rather it may take weeks or even months to get a perfect illustration of the same. Nevertheless; the zeal to attempt must not end.
Often designers tend not to explore their creative side much. They think of their first design as the best and bother not to delve into better ideas. This act is as bad as jumping to conclusions right after listening to a statement. Exploration should be in the blood of a designer and making repeated attempts should be a part of their pattern. Only by this can a designer produce a logo that is worthy enough to be showcased.
Also, sketching of just one idea is also not appreciated. A good designer works on multiple ideas so as to keep his options open.
A designer is not a perfectionist and hence, his designs may contain loopholes that require corrections to be made. This phase allows the designer to fill in the loopholes while correcting the errors that the design contains.
This phase is not a necessary one, however; does occur to most of the designers.
After passing through all these phases, a designer is all set to showcase his logo to the client.
Also, note that following the same process does not mean that the design would lack creativity; the process is just a bunch of steps that most companies follow when designing for a brand. The work that is done within each step is what could ensure distinction.