Deconstructing A "Typical" Logo Design Process

 A memorable company logo doesn't simply "happen," as if by a whim of chance. Nor is it given birth by hours of grueling, painstaking mental effort (though there is some involved). The best corporate logos emerge from a defined design process. This is the approach taken by professional designers who are tasked with producing shapes and images that communicate a specific message.

There are several design processes used by professional designers, and each accommodates a different set of preferences. That said, most are very similar; logo designers tend to follow the same path toward producing a final product for the client. We'll explore a typical logo design process in this article. What follows should be considered a set of guidelines rather than rules. Consider them, and implement them where it makes sense to do so, but realize they're only as firm as you allow them to be.

This is the most important step in the process. If this step goes awry, the end product will suffer. You need to have a firm grasp on the job your company logo must perform. This is not the time to consider aesthetics. Instead, think about what your company does, and who you're attempting to reach (i.e. your target audience).

Does your business enjoy a competitive advantage, and if so, should your logo communicate it? Are you trying to reinvent your company's image, or attempting to separate yourself from your competitors? The answers to these and many other questions will lay the foundation for the rest of the design process.

It will also be worthwhile to consider how the logo will be used.  Will it be used on the web only?  Borchures?  Sticker printing or business cards?  How about billboards?

Even if you have worked in your industry for years, take the time to research its history, your competitors, and logos that have worked in the past. Look for signs that a particular logo style was well-received by your market.

Do the logos of other companies in your space exude a certain attitude? Are they bold and brash, or coy? This is a useful step for spurring your creativity while designing a logo that connects with your market.

This is the stage during which you funnel all that you have learned from your research into a first draft. You're fleshing out a concept in your head, and transferring it to paper in order to build upon it. Some designers use a mind map to help them fully visualize the ideas and concepts in their head. Others simply put pen to paper, and begin sketching out their draft. Focus on the big picture rather than letting yourself become mired in the details. The ideas in your head should slowly begin to take form.

During this stage, make sure to regularly take a step back from your design. Doing so will give your mind a chance to take a breath, which will allow some of your creative ideas to ferment.

This step in the logo design process is only applicable if you're working from the brief of another person. For example, if you're designing a company logo for a client, you'll need to present it, and solicit feedback. If you're designing your own company's logo, you might need to present it to a project steering committee for review.

This is a key part of the design process, and helps ensure the end product fulfills the goals established during the first step.

 Finally, the last step. Depending on the feedback you received during the previous step, you'll likely need to make a few minor changes. At this point, there should be no surprises. After making the necessary revisions, you should be able to present it to your client or in-house committee, and receive their approval.

Professional designers follow this logo design process because it is methodical, and usually produces good results. As you design more logos, however, you'll slowly mold this process into something that better accommodates your style.