Business Logo Design
Every great brand needs a brilliant logo design. And great business logo design means taking enough time to get the job done right.
It is easy to write-off most logos as a simple icon and some loose type. That can be said of most ideas once you’ve seen them. It’s much easier to copy than to innovate.
A great logo reflects the personality and purpose of a company in a succinct visual statement. At least get the personality across. A great business logo design doesn’t leave the viewer guessing what the company does, and is certainly legible. A good logo must be flexible in it’s use. Legible large and small, colour or black and white. It has to work in a variety of spatial constraints and varied backgrounds.
With so many responsibilities, a good business logo design requires solid research into the company history, target market and overall aims. Putting in place a good strategy, brief and aims is essential if the editing of the creative process is to be systematic rather than arbitrary.
After all, it may be true that our favourite colour is bright yellow, but if it doesn’t align well with your aims there is no point using bright yellow. Having a clear direction for your business logo design will make choosing concepts easier.
While we love to produce logos that our clients love, producing business logo designs that work is more important!
The business logo design process:
As with any design job, the project starts with the brief which outlines the final goal of the work(among other things); a floor-plan of the action that should be executed. This is what separates design from freeform art.
The brief can be short or elaborate. There never can be too much detail, but it a world governed by time, short briefs are preferred but need to cover a minimum amount of detail over a few important points. You can read our full article about putting together an effective brief. If you get this part right, you can save many misunderstanding down the track.
In this type of subjective work which can vary wildly in terms of expectations, it’s best to get as much info and understanding between client & designer as possible.
Help your designer understand who you / company is and what makes it tick. Designing an identity is as much about understanding and projecting personality as it is about graphic design. Your designer can only discover that information about your company that you allow them. If your designer goes ahead without asking any questions, it is likely you’ll need to look for a new one very shortly.
Concept development is the part of the job where the theoretical ideas and discussion begin taking shape on paper in a tangible form. In ideal client-designer relationships all ideas and sketches are share so the client is involved and is part of the creative process. This also helps avoid any unwanted surprises down the track given everyone involved has seen the work evolve.
The concept stage is a time to explore and evolve ideas. It is typical, though not the rule, that first ideas are generally quite safe and potentially cliche, which is why most sketches need to be worked through towards something more innovative and unique.
On deciding on a direction, the designer will then refine the ideas into a more polished form representative of what the final designs could look like. This is also a time to explore possible variations of a chosen direction and test suitable colours. Each step of the process it’s necessary to make decisions so the variations continue to narrow instead of grow.