Logo design process: how to ensure success
The branding of your business is the important part. It is huge and represents what people think of your product or service. Logos are a part of the brand and should be a natural addition to your overall branding strategy.
Logos should not distract your customers from your brand. They should associate the logo with the brand.
It is better to not have a logo at all than to have a bad one.
It is smart to get professional help if you have money. The most important part of logo design is its consistency with the brand.
But do not rely only on professionals. You should be actively involved in helping the designers to create the best logo for your business. Remember, a professional designer is good to make the designs. And just that. They don’t have much understanding of your business.
Designers may offer good help and suggestions, but unless they are spiritually involved in your products they won’t grasp the vision of your company.
Professional designers understand the process and demand your involvement. We are going to take an example of Repeat Logo from London.
They have a lot of experience in business logo design and are using the methodology that ensures success of their designs.
1. Define your requirements
As the logo should extend the brand you should have several requirements in place at this stage.
Don’t you have ones? Then you should go back and rethink your brand.
If you don’t have the requirements, then there is a bigger chance to get the totally wrong logo. Professionals don’t like people who don’t know what they want either. Take a look at this example from Fiverr:
Here is a list of requirements you could consider:
Clever use of color is complex and hard. If your company has a website or some other graphical representation you should use the existing color palette. Remember the good old rule of website design: have a maximum of 5 different styles and colors (Marissa Mayer).
The design style of your logo should suit your business. Decide whether the designer should concentrate on plain logos, textured faces, gradients or some other stuff. Take a look at your competitors. What are they doing?
Apply K.I.S.S method
K.I.S.S – Keep it simple, stupid. Do not try to place everything into your logo. Do not require the designer to place a lot of words or signs or product images.
Remember, your logo will be printed in small sizes as well as the huge ones. Will your logo be as easy to grasp as an icon at the top of your website title folder?
The more details the logo has, the more information it will lose in scaling.
Keep it simple, stupid!
Logos should be created and delivered as vector graphics files. In this case you are sure that your logo can be scaled to any size without losing the quality. Bitmap formats like JPEG, PNG and BMP will not be able to scale up without losing any quality.
Using licensed art
All elements taken from other sources should have a proper license agreement. Unlicensed use of others intellectual property is potentially very risky. Even governments don’t stand a chance: The french government’s web police force used a typeface without permission.
2. Order the concepts
Choose wisely. Choose the company that offers to produce several concepts and get back to you for feedback. Or order in several places.
Concept design is a simple representation of the idea. The more concept designs you produce the better the chance to create something really awesome. Remember the designer at Apple, Jonathan Eve, created hundreds of prototypes before any of them saw a daylight.
I have drawn many monsters, for example, when trying to come up with the idea of a new monster for my children’s book series:
3. Select a concept
After you receive several concept designs, choose the one that suits your brand most.
Try to be objective. Evaluate each concept. Ask your customers. What concept is associated with your brand the most?
Remember, that a concept is not the final product. But the groundwork should be solid in order to achieve a good result.
4. Contribute to the concept
Make several revisions of the chosen concept. Is it possible to make it even better?
You may also realize that the chosen concept is not the best. Go back and choose another one. Play with it until you and your customers are satisfied.
5. Order the logo
Now that you have the best concept you can go on and order to make it live. If you have worked hard on all the previous steps, then you are almost guaranteed a successful result.
Otherwise, here is what happens (from Fiverr):
The same designer working with a prepared customer: