Essential Stages of the Creative Process in Logo Design
31 August 2020
31 August 2020
Logo plays an important role in creating a brand’s identity. It is one of the few basic things that separate your business from the competitors. Your brand logo has to be unique and captivating so that it can create a lasting impression on anyone who sees it. A logo is as crucial as a brand’s first appearance in a client meeting. It must create an appeal to the viewers within a few seconds.
The logo is one of the most basic marks of brand identity. without brand identity, no matter how good your product is, people will not even know about your product, let alone using it. On the other hand, if you set a strong branding strategy, it sets a strong connection between the product and the signs that represent it.
Logo development can be challenging to define. Every designer has their own sets of rules and steps for logo designing. One may think logo designing is a simple task that does not require special skills, but it will be a mistake and will decrease the brand value.
Here are the stages of logo designing that as a designer, you can follow for a successful logo creation:
Set a destination for your design. It is one of the principal stages of logo designing as, without a goal, it is impossible to know which direction you should go. This does not mean that the has to be the same when you are nearing the end, you only need an initial goal to get started, and then change it according to the needs.
The first thing to do is to talk to the clients about their requirements. They do not necessarily need to know exactly what they want, this is why they are hiring a designer, but talking to them about the initial goal will give the designer an idea of where to start from and how they can make a logo that represents the business. In this case, collecting information will help you. The more information you gather from the client, the better you will understand what they need.
Now that you have aimed tasks, you need to do some research on what the target audience wants, to get a deeper understanding. You need to understand their psychological perceptions and preferences. All your choices, including colour schemes, and patterns should be based on their emotions and experiences. A link between their understanding and your design will persuade them to have an active relationship with the brand.
After you learn what potential clients want, you need to study the competitors. By exploring the market, especially the competitors, you will get an idea to make a unique design that will be able to stand out in the crowd and will represent the brand value accurately, while attracting the customers’ attention. The market research stage will give you an idea about the logos that represent the competitor brands and their functions, so you can make a unique logo that will be efficient and original.
Now it is time to start the creation process. You can start with one or many basic designs that will fulfil the goal of your brand. This stage can be done in different fidelity levels, you can use rough sketches or digital samples, it totally depends on you. The purpose is to design an effective presentation and find an efficient logo according to the client’s requirements. This process helps to select style, colour palette, basic shapes, and the placement of the logo.
This process requires a chosen direction that works over the slightest details. The designers experiment with forms, lines, hues and shades, as they already have the basics covered. The final outcome of this stage is the final visual version of the style of the logo.
Before finalising the logo, you need to choose a colour palette for it. As you already have the research results, you will understand the colours according to the requirements of the brand identity. The chosen colour has to be unique, attractive, and recognisable. Once the colour palette is chosen, the final version of the logo is prepared.
Post design testing is one of the most important stages of the design process. For the efficiency and the success of the logo, it should be tested in a wide variety of contexts. It has to be checked for if it works efficiently in different devices, environments, in different sizes and resolutions, alone and when surrounded by other logos.
The last stage is to create a design guide with clear information on the correct and incorrect variation of the logo use. It will work as a guide for the future if the clients want to inform anyone about the correct rules of use and harmonic presentation.
An effective logo can work as the most used identity of a brand. Users will know your brand when they see a logo. Putting an effort to build the perfect logo for your brand along with other requirements will help your brand build a recognisable identity.