The Logo Design Process: How Memorable Logos Are Born

Great logos are not easily created. A substantial amount of time and effort - and more than a little frustration - goes into designing a logo that performs its job effectively. Veteran designers know from experience that the most predictable way to create a memorable brand mark that radiates confidence, trust, and authority, is to follow a logo design process. Without it, the likelihood of success is low.

We'll take you through a typical design process below. Because every designer follows a method that is unique to him or her, what follows is a rough guide. But the most talented and productive designers use a process that includes these steps.

The most important step is also the one that is usually overlooked or dismissed by novice designers. In order to create a logo that accurately represents the business behind it, the designer must learn a few things about the company. He or she should never start from scratch.

The client will provide information regarding the business, the niche in which they operate, and various background details, including past logo designs used by the company. This step is critical.

Once the design project has officially started, the designer will need to conduct further research about the company and their market. He or she will need to examine the logos of the client's competitors as well as study their respective positions in the niche. This step can be time-intensive. But the research provides insight that will help create a brand mark that represents the business.

After research has been conducted, the designer will make preliminary sketches. The goal at this stage is not to create the final design. It is merely to brainstorm ideas, allowing concepts seen in the mind to filter outward to paper. Some designers sketch directly onto their computers, but most feel the tactile experience of sketching on paper helps them to conceptualize ideas.

During this stage, concepts will emerge that immediately seem unsuitable for the client's company logo stickers. The designer should resist the urge to discard any ideas. They often lead to others that offer a better fit.

The designer will normally let concepts sit awhile before he or she decides to modify, build upon, or discard them. This is a useful step in the design process because it allows the person time to "recharge" his or her creativity. As suggested earlier, concepts that initially appear poorly-suited for the client might reveal elements that work perfectly.

Taking breaks also gives the designer a chance to contemplate concepts without the burden of staring at them. This too can lead to new creative ideas.

Eventually, the designer will have several - even dozens - of concepts that could possibly spearhead an effective logo. But these concepts will need to be narrowed down. When the time comes to present ideas to the client, the strongest among them must be given room to garner attention.

This is often a difficult step for logo designers. They may feel that several ideas are strong, and thus choosing a few from among them risks leaving valuable concepts behind. But showcasing a few is necessary to avoid overwhelming the client.

Some clients approve final logo designs following their first presentation. Others request revisions. In the latter case, the designer spends time refining the brand mark to accommodate the client's tastes and vision (and if offered, specific ideas). When the revision has been completed, the design is presented for approval.

As already mentioned, every designer uses a slightly different logo design process. Some spend more time on research - to the point of hiring an outside firm - and less on brainstorming. Some take short breaks to allow their ideas to percolate while others let them sit for days. While following a process is important, and can keep the project moving in the right direction, there is no "right" method for creating an effective logo.