How to Design a Professional Logo
WHAT WE NEED TO KNOW
Your first step in the logo design process is to understand what the brand embodies and what the business’s goals are. This is known as the Client Discovery phase. There’s no one-size-fits-all for logo design—a logo is only as good as its representation of a business, so it won’t be effective unless you first know what kind of impression the brand is aiming for.
A lot of the information you’ll need should be in the design brief. But there are always clients who can’t articulate what they want or don’t know themselves, and it is up to the designer to draw this information out. And even in the case of the most detailed, well-composed briefs, designers should probe deeper—explore how the client really feels about their business and the awesome work that they do in words that go beyond the official corporate statement. Every bit of insight you can get into the company and the people that comprise it will contribute to the success of your design in the long run.
Here are just a few general questions you can start with to kick off your client research:
Why are you getting a logo design? What problem are you trying to solve?
If your brand were a person, what adjectives would you use to describe it? (clever, prudent, etc.)
What is your brand voice? (eloquent & formal, jokey with slang, etc.)
Which beliefs and values are important to your brand?
What is your unique value proposition? What does your company offer that your competitors don’t?
How do you want your customers to describe your brand to their friends?
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