Create a logo is not just a matter of “creativity”, also requires knowledge, discipline and organization. But, in order to make this process easier, we’ve to follow some steps. This steps shouldn’t be a rule, but they’re a good way to understand all the customer needs and offer the best solution for his problem. We’re going to talk about the creative process to help the flow of ideas.
First, the customer has a problem. We’re talking about a comunication problem. The customer might haven’t a visual identity or maybe he doesn’t have a good one. Anyway, your company, product or service have to show, through visual elements all the customer ideas and make his brand known.
In order to better understand the customer ideas, it’s really necessary to collect a good briefing, wich is a documentation with all the relevant information about the project. This Briefing should have a short, but good description about your company, product or service. This documentation has to show everything that your customer needs to know (tradition, modernity, quality, best prices) as well who is your target audience, colour preferences and any other kind of information that could help in the building of the concept.
Now we start the heavy lifting, doing research on other companies in the same business segment, seeking references, learning about this world and collecting as much information as we can.
Once we’ve all the relevant information, we can start to idealize and define the concept of the logo The concept is, basically, the idea wich synthesizes what the company wants to express, it’s the way/language you’ll use to create the logo. This step is, maybe, the most important part of the job because is the point where everything becomes clear. A solid concept can translate all the customer necessities. By the way, the word “logo” means idea, thinking or word.
From this, is the moment to get a pencil and paper to start to draft the graphical signal wich will translate the concept. As we know, the ideas flow much better when you’re in front to a blank paper than when you’re in front of a computer. The computer must be the final tool to end up the job.
Once we’ve the finalized logo, illustrated, traced and colored, it’s time to present it to the
client. Explain alk the concepts, symbols, typographies and all the rest in order to get the best of result of the presentation