The Logo Process

Published On: November 5, 2015 | Categories: Advertising and Marketing, Branding |

Logo Process

When you see the Nike swoosh, the FedEx arrow, or the McDonald’s golden arches, you immediately think about the company the image represents and what they do, right? That’s exactly what a company’s logo should do. What many don’t realize is the hours of design, research and planning that go into designing a logo. What will best resonate with the target audience? What’s the best way to represent the company and its purpose? These are all important things to consider when designing, or redesigning a logo.

What is the design process?
Whenever I start on a new logo project, I start by writing down my thoughts on the company, their industry and the goods or services they provide. While I’m doing this, I’m also working with the internal account team to gather more factual research on the company, their industry and their competition to get a feel for what’s already out there. Then, I like to do some loose sketching on any ideas that are in my head and make connections with the company and a potential design. This process is a lot easier for newer companies that haven’t already established themselves in their industry, as it allows for more creative ideas and freedom. Once a couple basic ideas have been formulated, then the fun begins. I start playing with color, design and typography to see what sticks, and finalize a handful of options for the client to review.

What about redesigning a logo?
Redesign projects can be a little harder because the company already has a public image they have created for themselves. It can be hard to re-train individuals to view your company in a different way, without losing your current brand recognition. Redesigning a logo gives your company a chance to catch up with the times to update your look with what’s on trend right now. Currently, I’ve noticed logo designs are using more flat, simple looking images with strokes, color and type – something dead simple and memorable.

What do you do when ideas don’t appear?
Just like any copywriter, designers get writer’s block, too. As a designer, I’m constantly looking at logos to see what’s being done now and who is changing up the game. When I’m really stuck, I take a step back from the project and get feedback from some of the other designers at SA to see what their thoughts are. We have an extremely talented team with diverse tastes and viewpoints, so getting their opinions can be really helpful.

Well, there you have it. There are so many factors that need to go into any decisions related to creating or redesigning a logo. While you’re here, why don’t you check out some of the logos we’ve put together on our Portfolio page. We’re extremely proud of the work we’ve done so far and would love to talk to you if you’re looking to give your company’s logo a facelift.