The Logo is not just a picture or symbol. Much more than that, it conveys the profile of a company even before it introduces itself. Through the logo, we can see if the company presents itself with professionalism, if it is serious or more casual, even if it is a company with high or low prices.
This is because the logo talks about the lines. He is the key to the identity of a company. Everything revolves around him. Or almost everything. No messing up is the most important thing in an identity manual. Creating a logo that gives the customer everything the company wants to say, but in a subtle and accurate way, is quite a challenge to the designer. Because “creating” is not just about opening software and starting to draw. Creating in this case means joining the main pillars of the company and passing it on to the public in a smart, attractive, seductive and sales-generating way. After all, design is a solution. So I’ll tell you five things every designer should do when creating a logo.
There may be more things to do, though, these five will already open the north to develop a good brainstorm and do
a project that makes the customer happy.
1. Question your customer
Talk to your client about the result he expects. Many of them have no idea what can be done, but they know which colors to use, typography, symbology, etc.
Question everything. For example:
- How do you want customers to see your business?
- How do you imagine your ideal customer?
- Do you want a serious, sophisticated logo or something more colorful and cheerful?
- Is there a symbol or animal that represents the company profile?
These types of questions will make it easier for you to search for references, which is the second thing every
Designer should do when creating a logo.
2. Search for References
Try to see everything that has been done and how it was done. It is very important to have references, so I suggest that you accompany professionals who specialize in brands. Ex: Ana Couto Branding. Study their heads. Try to think as they think. Choose an important logo and reflect on it. This will bring you repertoire to create an efficient color palette with objective results and clarity. It’s normal to have difficulties when there are no ideas, good layouts… but that’s where the references come in. Put a nice sound to listen and start searching for colors, shapes, meanings, try to understand the company too… the pillars of value, mission and delivery.
3. Study the competition
Search for your customer’s competitors and see what is already in the market. You can be inspired, but never copy. After all, the coolest part of design is creating. Nothing is created, everything is reinvented. It is one thing to copy, another to be inspired. This is also important for you to learn from other people’s mistakes. So if there’s something you didn’t think was so cool, avoid using it in your work. It will save you time and hassle.
4. Study / Research More
Research will give you a foundation for everything you do. So when you present your work, you will have confidence and, most importantly, arguments to convince the customer that the brand you have created will bring more results to them and more fixation on the customers head. Tip: Color Psychology can explain a lot about the company;)
5. In the beginning, quantity is better than quality.
Create it. Create a lot. Create several options. Create at least 5 versions for option. No matter if it’s good or not, just create. This will open the door of your mind to create even more. When you are really tired of creating, take a deep breath and create some more. Then, when you have some good options, from the hundreds you made, select the best ones and present them to the customer. It is essential that you use reasoned arguments, after all, you know what you are doing. Thus, the chance of the client to enjoy your work increases and still passes the credibility that a good professional like you will gain.