Scribd
Upload
135 views

Logo Design Process (Simplified)

The logo design process involves the following key steps: 1. Completing a logo creative brief with details about the company, objectives, target audience, and considerations. 2. Developing three black and white logo concepts to ensure reproducibility and avoid delays from color preferences. 3. Selecting one concept and making minor modifications to the design or fonts. 4. Presenting six color options and making minor adjustments based on client feedback. 5. Finalizing the selected concept and colors then creating standard file formats for use, including PDF, JPG, and PNG versions.

Uploaded by

Jhunitz Zepol-Ndus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
135 views

Logo Design Process (Simplified)

The logo design process involves the following key steps: 1. Completing a logo creative brief with details about the company, objectives, target audience, and considerations. 2. Developing three black and white logo concepts to ensure reproducibility and avoid delays from color preferences. 3. Selecting one concept and making minor modifications to the design or fonts. 4. Presenting six color options and making minor adjustments based on client feedback. 5. Finalizing the selected concept and colors then creating standard file formats for use, including PDF, JPG, and PNG versions.

Uploaded by

Jhunitz Zepol-Ndus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 6

Logo Design Process (simplified)

1. Logo Creative Brief filled out

2. Three logo forms in black and white (grayscale when applicable) are formed. We
produce in black and white because - 1. It ensures the logo can be reproduced in one
color and 2. because our experience has shown us that going straight to color can
prolong (add more cost) to the logo project (people have certain adversities to certain
colors - and overlook the great logo forms because of adversities to those colors)

3. One of the logo forms must be selected at this point. Minor modifications (font styles,
slight adjustments) are able to be made to ONE of the logo forms.

4. Colors. 6 Color options are designed and presented (6 only if needed). Minor
adjustments in color can be made with client input.

5. Once the correct logo form and colors are selected, the designer will create
commonly used formats. Here is what the basic package we give to every logo client:
PDF (saved as a true vector in CMYK)
PDF of 1 color version - CMYK
JPG saved as RGB
JPG saved as CMYK
Transparent PNG saved as RGB

All forms should then be zipped and sent to the client. Feel free to send free fonts
used in the logo (so long as it does not violate copyright/distribution laws)
Logo Creative Brief
Basic info:
Company name:

What word(s), letter(s) or icon(s) should be included in the logo?

What are the organization’s values and/or mission? i.e., Mission Statement, Value
Statement, Unique Selling Proposition, Elevator Pitch. The goal is to boil down your
company and values in 1-2 sentences that an everyday person (like a designer) can
understand.

Project Objectives:
What is the purpose of the logo project? i.e., stand out from competition, identify a
new product, upgrade the company image, etc. Keep in mind a creative approach can
be developed around a primary and secondary objective only; no single creative vehicle
can accomplish more effectively.

If there is a current logo, why is it being refreshed? Potential reasons: Name


change, printing/reproduction problems

Product or Service Description:


What are its features? i.e., specifications, manufacture, components, delivery, etc.

What is it that makes this product or service different or unique from the
competition?
Target Audience:
Who are your readers/viewers/customers? i.e., age, sex, job titles, social/economic
conditions, employment, geographic concentration, etc.

Do they already know about your product or service?

What motivates them?

Why do they want your product (especially when compared to your competitors)?

Competition:
Who is your competition?

How are you different from them?

What do the competitors logos look like?

What colors are being used?

Are you looking for similar style/colors or are you looking to differentiate yourself
from the competition?

Distribution:
Are there any production considerations? i.e., needs to work as one color or at very
small sizes, embroidery, etc.

How will the logo be potentially reproduced? i.e., t-shirts/screenprinting (typically 1-3
colors max), embroidery on shirts and hats (can limit detail in the design and colors),
embossing (logo will need to be developed in 1 color), beer mugs/shot glasses (logo
typically will need to be able to be produced in 1 color)

Creative Considerations:
What limitations or constraints do we have? i.e., schedule, budget, etc.

What are some logos you like/dislike?

What is it that you like/dislike about them?

Does the logo need to be produced in a particular logo form? (see next pages)

- Wordmark

- Letterforms

- Emblems

- Pictorial marks

- Abstract/symbolic marks

Any particular fonts?

Most Important Point:


Most communications leave only one overall impression. Is there something
specific the viewer should remember about the company after seeing the logo?
Topology of Marks
Wordmark - a freestanding acronym, company name or product name that has been
designed to convey a brand attribute or positioning

Letterforms - a unique design using one or more letterforms that act as a mnemonic
device for a company name
Emblems - a mark in which the company name is inextricably connected to a pictorial
element

Pictorial marks - an immediately recognizable literal image that has been simplified
and stylized

Abstract/symbolic marks - a symbol that conveys a big idea, and often embodies
strategic ambiguity

You might also like