Logos are a pictorial representation of your brand. The conceptualisation of a logo goes through a meticulous process and it takes a great effort for the designer to create a unique mark. From the concept stage to the final product, what goes into designing a logo, how are designers able to capture an organization’s mission and personality into a single, simple image, especially when they aren’t a part of the organization themselves; all these questions are answered in this blog. Read on.
Most logo designers follow some iteration of these principles of great logo design:
Simplicity: The design should be simple and uncluttered to be easily recognizable.
Suitability: It should connect with the desired audience.
Memorability: If it’s quickly recognizable, people should start acknowledging and memorizing it.
Eternity: Its greatness should be continued till 10, 20, or even 50 years.
Versatility: It should scale to different sizes without losing its quality. It should work across various media and within different contexts.
While the process of design a logo can vary from designer to designer, Startup Farms follows the procedure mentioned below:
Step 1: Research the field/industry.
Before designer pens down a logo in his/her sketchbook, he has to do an intense research on the industry the brand belongs to know how to place the brand differently. This is especially true for designers who haven’t done prior work in that field or industry. You need to know the trends and what’s appropriate for the brand
For instance, the appropriate look and feel of a restaurant logo are going to be different than those of a health service providing the logo. The conventions which are worth keeping should be kept intact. From there, you can start thinking about how to differentiate the new logo will from the tons of pre-existing ones. Follow the brand guidelines to further understand the differentiating points of creating the logo. The logo shouldn’t be radically different because you don’t want to put people off. For example, in the food industry, customers are looking for a certain level of deliciousness and uniqueness in food offered; but in the music industry, you might want to go with something more innovative and crazy. It varies wildly from field to field.
Step 2: Client know-hows.
Once the designer has a solid understanding of the field or industry, it’s time to get the best possible understanding of what the client wants and who their target audience is. Firstly, try to glean information from them on what they do, what they think about themselves, how do they want to portray their brand and who they sell to. Then, there’s the translation process on how to capture the essence of that company.
When this part of the process is done right, it involves a lot of questioning and pushing the client to articulate and deeply explain their value proposition. For newer companies, these discussions can actually be really eye-opening. A lot of companies aren’t aware of how different they are especially Startups. These logo design discussions can even help them think more about what differentiates themselves from their competitors.
Step 3: Sketch
At Startup Farms, our first step in the creation of the logo is the pen and paper step. Sketching the possibilities on paper is easier than digitizing it. It gives you unique ideas without using a computer and allows you to dive into a pool of creativity. There is an ease of drawing, modifying and the speed of sketching in this step.
Step 4: Digitizing and Presenting
The digitizing process involves converting the sketch of the logo into its vector form. In this step, you make the logo more visible on the different type of backgrounds or changing it to give a more brightened, darkened or otherwise filtered look. The first step in digitizing a logo or other design is usually an import of the scanned image. The scan is usually rotated, deformed or otherwise distorted. We usually try to present the client with two and three logo designs. Any more than that and you might find yourself doing addition or subtraction on all of your ideas.
Step 4: Font Styles
Drawing pretty shapes isn’t enough. A skilful designer understands how giving a different font to a conventional design can make it look unique and stylish. Fonts should have excellent readability and should be precisely spaced. You just have to make sure that the fonts used in your company logo are in sync with your brand’s personality. Different brands can be depicted with different fonts. For instance, a child clothing brand will have cute curvy fonts whereas a faucet brand has fonts with sharp thick and thin lines. We, at Startup Farms, also give font options to clients which allow them to view their brand name in the different ways. Fonts styles give a new perspective to the whole process of designing a logo.
Step 5: Colour Choice
Colours can attract attention, set a mood, and even influence our emotions and perceptions. But sometimes it can be hard to know where to start when choosing a colour palette for the logo. So we give the best options in colours with the logo once the logo design is finalized by the client. We have a stunning collection of colour palettes inspired by food, nature, travel and everyday items. We use the power of colour to bring our creative vision to life.
These colour options can be categorized as fresh & bright, subdued & professional, dark & earthy, crisp & dramatic, cool blues, outdoorsy & natural, watery blue-greens, primary colours with a vibrant twist, seasonal colours and the list goes on. We give our clients an option to pick and choose from these colour combinations.
Step 5: Revise
Sometimes, this step is only one little tweak. Other times, it’s a series of longer alterations. There are times when a client asks you to start over from scratch, and then you can’t avoid this by doing your due diligence when designing a logo. This is the final stage of designing a logo.
Step 5: Organize the final deliverables
Once the process of designing a logo ends, we sort out with the client about file formats and other iterations they need that the logo might live on. For example, a client wants their logo to fit on the bottom of a box or on some stationary needed for office use or a restaurant might need it on menus, signage, aprons, and t-shirts. We show them how the logo looks on these various options and deliver printable files.
Designing a logo from scratch is a difficult creative process that takes a lot of research, knowledge of a business and its audience, and a deep consideration of the principles of logo design. But if you partner with the right designers and have a solid process in place, you should end up with something your company loves and is easily relatable by people.