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The Logo Design Process of Top Logo Designers

Want to know the logo creation secrets of top graphic designers?

This article will reveal exactly how 75 top logo designers of today create their logos – information which was unavailable until now. It will map out the design process that these designers go through to get to their final logo design. I use this process on all of my logo designs.

*This article is a summary of the secret logo design process that 75 top designers told to Leslie Cabarga in his book The Secret Life of Logos: Behind The Scenes With Top Designers.

Their Design Process:
1. The Brief
2. Research
3. Visual Research
4. Sketching & Conceptualizing
5. Reflection
6. Positioning
7. Presentations
8. Celebration


1. The Brief

Nearly all designers agree that the initial accumulation of information from the client is the most important step, either via a face-to-face interview or by questionnaire. This is where you establish the design brief. Designer John Homs says “You really need to understand your client very thoroughly before you get started. Logo Design is never just shooting in the dark. It’s just the opposite.”

If you need help writing a design brief, check out how do you write a graphic design brief?


2. Research

After constructing the design brief, the next crucial step for creating a successful logo is to acquaint yourself with your client’s business. Research includes general reading on the industry itself, sometimes on its history, and its competitors. If the budget allows, external research can also be carried out.


3. Visual Research

This is research not into the client’s business, but into the actual logo style, meaning a look, an approach or just a general attitude. Usually, this is done in order to discover a period or style that we are unfamiliar with, or to refresh our knowledge of what is new or currently successful, e.g. look for logos of similar business’ and then critique them. This is where you look for inspiration. Designer Wende Stamberger said, “I look more for techniques and to ask myself why a certain logo looks corporate, or what makes a really good health care logo… or for example why do I like this logo and dislike that one?” Designers should do this to gain a better understanding of the industry and competition.

Note: Some designers actually reject the use of visual research, preferring to use their own mental sourcebook, however others say that in doing so, they are limiting their design solution possibilities.


4. Sketching & Conceptualising

Developing the logo design concept(s) is where creativity comes into play. This is where the designer must begin to create the logo using the design brief and the conducted research. Some designers use a napkin to sketch on, some use a sketchbook and others use the computer as paper. Though it is a matter of personal choice, starting on a computer is highly discouraged.

When conceptualizing, some designers are mainly concerned with the graphic style and image of the piece while others try to convey a deeper meaning or create some sort of visual puzzle (such as the arrow in the FedEx logo - look between the e and x). These types of logos have a bigger impact on the viewer and when a designer creates one, they know this straight away. It will be unique and will add a dimension to the experience and to the whole identity.


5. Reflection

Taking breaks is as important as the physical research and the design brief. It is all too easy to get stuck in a creative cul-de-sac (learn how to be creative) and then get tired of a project. By resting, your ideas have time to mature and develop in the back of your head. When you return to your project, you have renewed enthusiasm, insight and opportunity. This is also a good stage in which to get feedback from others.


6. Positioning

This is the stage when the designers choose how they want to position themselves. They can either position themselves like contractors, meaning they take orders according to their client’s wishes and do not advise them about design matters or they can position themselves like a business and build a long term relationship with their client by guiding their them towards to a more appropriate solution, much likes a lawyer does. Designers have to choose how they wish to work. Personally, I try to find a happy medium.


7. Presentation

This is when the designer presents their work to the client. They can choose whether to show the client a huge variety of logo design concepts (if it is hard to gauge a client’s taste) or they can choose to showcase just a few select logo designs. This is another debatable issue.


8. Celebration

In a survey conducted with 75 top designers, when the job is finally finished and approved, 31% of designers celebrate by drinking beer, 12% head for chocolate, 22% head off to bed to catch up on sleep and the other 35% can’t celebrate because they must start on the next logo design.


Summary

Below is a summary of the entire design process for quick review. You may even find it useful to print the whole article.

1. Design Brief: Conduct Questionnaire or Interview with client to get the design brief.
2. Research: Conduct research focused on the industry itself, on its history, and on its competitors.
3. Reference: Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
4. Sketching & Conceptualizing: Develop the logo design concept(s) based around the brief and research. Use creativity. Know how to design a logo.
5. Reflection: Take breaks throughout the design process. This lets your ideas mature, lets you renew your enthusiasm and receive feedback.
6. Positioning: Position yourself as a contractor or build a long lasting relationship (Receive orders from the client or guide your client to the best solution).
7. Presentation: Choose to present only a select few logos to the client or a whole collection.
8. Celebration: Drink beer, eat chocolate, sleep or start on the next logo design. Or a combination.


Moral

When given a brief, every designer interprets it in his or her own way. If an assignment were given to 100 different designers, it would result in 100 different logos, few of which would resemble each other. Though we all endlessly conjecture about what makes a ‘good’ or ‘bad’ logo, one must remember that in the end, the ultimate arbiter of logo design greatness may only be the satisfied, paying client.

The secret moral to this story then, is to work hard, but not be too hard on your first concepts -- as the process itself is the key to ultimate success.
If you are interested in a professionally designed logo, I am currently available for hire.

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