Although logo designing is something that most designers take lightly is the most difficult compared to different kinds of designing we designers do. Somehow that one small artwork which fits into a 1.5 inch by 1.5 inch area is far more difficult to make then any other designing format like web layout, a print layout or a brochure. A logo stays with you almost all your life unless you are bold enough to go for a makeover, most companies shy away from changing their identity or doing anything drastic with their logo. Below are few points young designers can keep in mind while working on a logo designing project for a client or themselves. Once a designer is experienced enough these logo designing concepts would be imbibed into him by default. Hope you find the reading interesting and useful.
Understand the clients requirement
The first and the foremost thing to do is talk to the client. Understand his likes and dislikes. Clients can be really tough to crack and eventually it is he who is going to pay you for the logo. The logo has to satisfy the designer as well as please the client once it is completed. After-all the logo is going to stay with the client for all his life and if he is not satisfied its a waste.
Concept of the logo
The biggest secret to designing a perfect logo is to come up with a concept. This is the biggest hurdle a designer faces when he starts any logo design project. Half the battle is won once you have few concepts ready that you can get show and get approved from the client. The best way to find that perfect concept thats suits the client and the logo is to do a lot of sketching which is my next point.
Get that Initial concept on paper
Most logo designers will churn out sketches after sketches to get everything on paper. You dont necessarily have to show all the designs sketches to the clients. Select the ones you like and show them to the client get the concept approved first. It does not make sense to go on the computer straight off to design the logo. Its a huge waste of time for both the designer and the client to start on a logo without finalizing a sketched concept.
Use the the right application for designing the logo on the computer
A logo is something which will appear on different kinds of media in various sizes. Its is very important that you use the right application which will allow you to use the logo in varied formats and sizes. I would recommend vector softwares like Adobe Illustrator or Corel Draw for the job. These vector applications have user friendly tools which will allow you to create intricate, artistic and aesthetic looking vector logos. A simple and a well executed logo will go a long way in your portfolio.
Testing Your logos for compatibility, size, color and use in different media
The next thing after execution is complete is to test the logo for different medias and backgrounds. You need to make sure the logo is usable on most medias used for marketing like newspapers, visiting cards, letter heads, hoardings, video, glass etching etc. Its very frustrating to know that the logo you have cannot be used on some of the marketing material you highly depend on. Make sure the logo is legible and visible in different sizes. You also need to check how the logo looks on dark and light backgrounds. Try to provide your client with different formats to be used in different mediums for example .jpg, .tiff, .gif, .eps, .ai, .cdr, .psd etc.
Making A Corporate Identity Manual / Logo usage manual
Finally before you submit the logo its advisable to prepare a manual of sorts how the logo should / can be used. The manual should talk about recommended size and background colors the logo can be used. How the clients visiting card, envelope, letter head and other items would look. I always mention the corlor model used, colors and color models used for the logo to look right in different type of printing. This is your final presentation to the client and most designers give least importance to this part of logo designing.
Happy Designing !
