WHAT'S IN A NAME?
Over the past fifteen years we have witnessed a boom in brand marketing with digital technologies and the cataloging of Internet domain names. As a result, new business names are increasingly hard to come by and the best (shortest) addresses are already registered. This has spawned the creation of compound and fictitious words like Verizon to achieve distinctive identities. Well financed business may hire teams of people to identify and select a powerful name, yet most of the time the designer enters an identity project after the name is chosen.
LOGO DEVELOPMENT PROCESS
Professional logo design is executed through a seven-phase process in a relationship between the designer and the client. Much of the designer’s time will be spent on non-visual tasks such as gathering research and conceptual ideas for the project. The following list describes some of the basic parameters of each phase.
1] DEFINE THE LOGO EQUIREMENTS THOROUGHLY
The task of designing begins only after the purpose and requirements have been clearly defined. A good solution can only answer a good problem. Even though the client is responsible for project specifications, a good designer will assist if necessary.
2] RESEARCH
It is advantageous to research the scope of the logo’s application. Major considerations would include; understanding the client’s business and market, similar business names and initials, competitor’s identities, and registered trademarks of the genre.
3] CONCEPTUAL SKETCHES
Most of the hard work and genius happens at this stage, which serves to explore a wide variety of design directions. This may include hand drawings or digital images in black and white.
4] COMPREHENSIVE PRESENTATION AND CLIENT SELECTION
The best of the conceptual sketches are presented to the client to select the one or two of the strongest ideas for refinement. If the client does not find an acceptable design approach, step 3 will be repeated.
5] DESIGN REFINEMENT
Sketches selected by the client are refined and colored to specification. This may include examples of the logo in the context of use such as a letterhead.
6] FINAL CLIENT PRESENTATION
This second presentation confirms the refinement process and determines if any final adjustments are required.
7] FINAL ARTWORK AND STYLE-GUIDE DELIVERY
Final digital artwork is prepared in a set of master documents, and a style guide is created as a pdf file to document proper usage and color specifications for the mark. These files are delivered via email and/or on disk to the client
GIVEN LIMITATIONS
Logo development can be a very challenging activity. It should be understood that primary symbols, shapes, and monograms, have been utilized extensively in legal trademark designs, which prevents them from being reused commercially. Logo designers now have to work harder and dig deeper into the creative realm to invent distinctive icons.
WHAT ARE THE QUALITIES OF AN EFFECTIVE LOGO GRAPHIC?
1] Simplicity and legibility at high and low resolutions
2] Adds appropriate meaning or interest to a business name
3] Uniqueness and distinction from other logos
4] Compact design
5] Capable of being reproduced in one color
6] Works equally well for printed materials, web pages, film and television
MISTAKES SOME COMPANIES MAKE WITH THEIR LOGO
The most common error is using a poorly designed logo or logotype. A sprawling or visually complicated identity undermines the purpose of the logo as an icon. Using an older logotype intended only for print applications, because the company has always used the same artwork, is another common mistake. It is important to maintain an older identity, yet it probably deserves a digital upgrade for use online and small printed spaces. Owning graphics software does not make one a designer, nor is it a good idea to have a friend do it. Contracting a professionally executed design is well worth the expense.
SELECTING A DESIGNER
There are many talented designers available for hire, so the selection process will be governed by the client’s taste and resources. A good designer is an artist capable of great things when called upon creatively. When looking at a portfolio, do not expect to find a logo treatment that solves your problem. Instead, observe the thinking behind the designs. How inventive are they? Does this designer have enough experience and talent to do a good job?
– – Mark Smollin |
