Logo design

Developing a logo design.

We think of a logo as the identifiable face of a business. When you think of brands like McDonalds, Nike or Twitter, what are the first things you think of – Golden arches? A tick? A little blue bird? A logo should be memorable and give something an identity. It does not necessarily have to relate exactly to the business or product it’s promoting. For example the Apple logo is not a computer, nor the Starbucks logo a cup of coffee.

Logo design can include a combination of many things; images, shapes typography and colours to name just a handful. But what is important is that your logo can be identifiable to your business. There are many different steps that we take and feel are necessary in order to ensure a logo is unique. We outline these below.

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LOGO DESIGN BRIEF AND RESEARCH

The first stage is possibly one of the most important stages. It is here where we gather our background information regarding the client. This will include who they are, what they do, their products, styles and visions. From this we can therefore distinguish what must be represented and more importantly communicated through the design.

We also begin to research what is already out there in terms of competition within the clients related field. This ensures we develop a logo design that is unique and something that will stand out from the crowd.

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INITIAL IDEAS AND SKETCHING

It is a rare thing to see someone put pen to paper in this digital age. Sketching still remains an essential part of the logo design process. Sketching allows us to creatively generate concept ideas quickly without the restraints of a computer.

We then digitally construct the designs we feel are most suitable for the client using Adobe Illustrator. Illustrator is a vector drawing tool and will produce a logo that can be scaled to any degree without loss of quality. Illustrator is the preferred tool when developing a logo design amongst designers as opposed to a Raster drawing tool. Using a vector tool also helps further down the line if a client wishes to use the logo elsewhere that they hadn’t originally considered.

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DEVELOPMENT AND CONCEPTUALISATION

This stage involves us really looking into the logo design process holistically and may involve changing or enhancing current designs. Typographic style, spacing and colour are some of the things we look at and whether the logo works in a mono state. If a logo doesn’t work in black or white it is very unlikely it’ll work at all. Good logo form does not solely depend on colour so it’s important to produce something that appears equally recognisable.

We must think how the logo is going to work across an incredibly diverse range of applications. These include platforms, spaces and environments, many of which will be unforeseen. What is the logo going to look like when used in web design? Size, scale, shape, orientation and placement are just a few things designers have to consider to ensure we’re constantly paying attention to the bigger picture and smallest details.

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REVIEW AND PRESENTATION

Only the most suitable logo designs are prepared for presentation. We never show the full extent of designs simply because proposing only the most appropriate designs will fulfil the goals of the client. Failure within the design process is what fuels innovative design. Taking risks is something we designers endure so the client doesn’t have to.

We prepare the logos in a PDF presentation document showing the logo designs in their mono styles, colour variations and most importantly the logo in context. A logo is rarely shown in isolation which is why presenting how it will work as a whole is just as important (see our logo design development for Belly of the Whale).

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DELIVERY AND SUPPORT

Once the client is happy and satisfied with the final design, versions of the logo are supplied in various formats to the support the logos intended use.

Depending on the user and their depth of understanding when using a logo, we supply accompanying guidelines. Guidelines help the client apply their logo effectively and in the correct way. Alternatively, we are always at the end of the phone or email to provide any further support.

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Logo design surrounds us in everything we do and by following the process above we create unique and original logos for our clients. We listen and understand what needs to be communicated through the design and take the necessary steps to ensure the logo is recognisable to your business and makes you stand out from the competition.

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