People often think when starting a new business, or even rebranding, “I don’t need a logo” and in some part they are right; but if you think a little you soon understand that even your own signature is a logo, personal to you and an expression of your own character. Your business is just another extension of your drive and personality. When we are keen to get Google reviews and testimonials, it is clear that we really want our businesses to stand out from the crowd. Looking back to my last post we explained why "off the shelf" has its place. Here we show why a good design needs more thought process than just "how cheap can I get it done".
In an interview with Steve Jobs of Apple, Steve mentions how for his company neXT, Paul Rand developed “a jewel of a design that can stand out on its own, separate even from the company name…”.
To develop this level of recognition can take many hours of development and design. To understand the brand and the direction you need to take is a process of making mistakes. Understanding what doesn’t work is just as important as discovering that little diamond in a coal mine. To help you understand the process and why it can be a lengthy process, I will outline some basic processes from putting the kettle on to delivering a final design.
1. Get yourself a Doodle pad.
Good design works on multiple levels, including the subconscious. So, I start of just by making a good cup of coffee and settling down for a doodling. This can be seen by an onlooker as half arsed and cheap, but doodling is a very powerful tool. Setting yourself a time limit to get as many designs down as possible is a real challenge, but also a great way to free the mind… Don’t procrastinate, just get stuff out and onto paper.
2. See the World.
3. Don't be Dissapointed
4. Time for a BIG bit of paper
So, you have carved out a few ideas from the granite and you can see glimpses of a good design. Its time to break out the big guns. This is when I move onto a larger piece of paper and really start to develop variations on each design. I keep everything on paper at this point as I prefer the freedom and tactile nature of getting art onto paper, if you love to sit in front of a screen hitting those shortcut combos then by all means do so.
Again set yourself a deadline on each design, don’t get bogged down on one design, step away from it and work on a different option, come back later but keep moving.
5. Plug in & Power Up!
So you are there and it is time to deliver your design. Remember the entire process you have gone through, the concepts, the inspiration, the design and the development. The client needs to understand this and appreciate the lengths you have gone through to carve out their own individual logo. It should be explained at the start how long and what it takes to develop a design. Clients often say to me, “why is that so expensive?” and “why does it take so long?”. My answer is usually the same as with any other part of the design process. I am here to sift through and prove the things that don’t work, then find the correct solution to the problem of how to make you stand out from the crowd. It does not happen overnight and should never be underestimated or undervalued.
You will likely spend more time on a company logo than anticipated, this logo needs to portray everything about you or your clients business within a quick glimpse. Once the design is approved then the business has its own identity, its own signature and will ultimataly stand out from all thecompetition.
Thanks for reading
Thanks for taking the time to read this post. I hope you have found it interesting and informative. I am sure there are many other views and ideas on logos and their design but this is mine. Should you wish to contact LS Creative to discuss a design project, we would be only to happy to have a chat. Please use our contact page to drop us a line or email us from this little link.