I begin any logo design project by sending a questionnaire to the client to get a detailed understanding of their business, their competitors, their likes and dislikes, what makes them unique and so on. Once the questionnaire has been completed, I will look over it with the client to discuss each question in detail, to gain as much information as possible and to help discuss initial ideas.
As well as the questionnaire, it is crucial that any logo design project begins with in-depth research to get a strong understanding of the market. This will include looking into the target audience, identifying trends, researching into existing companies in the same field and ascertaining who the market leaders are. This will ultimately allow me to create a brand identity for my client that is not just visually engaging but intelligent too.
After I have gathered enough information and have gained a good understanding of both the client’s needs and the market, I will begin sketching various ideas and concepts. I will then re-create and improve upon these sketches using Adobe Illustrator (the industry standard software for logo design). At this point, I will only work in black and white (and sometimes greys) in order to focus primarily on shape, composition and concept. I will develop at least 3 unique designs in black and white and show them to the client for feedback. We will discuss what they do and don’t like and adapt and improve their favourite design. Once the client is 100% satisfied with the look and shape of the logo, colour is introduced.
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