When I’m designing a logo, I’ll try to gather as much background information from my client as possible about what they want to see and what they want their new logo to say for them. This usually includes an email exchange or telephone conversation, but its nice to meet up face to face where possible. It’s always nice to get out for coffee.
After our initial consultation, my next step is to go on-line and google the business type and see what the contemporaries and competitors of my customers are are doing. This helps me to ensure that my work going to be on par with what people might expect to see, without looking too 'samey' and cliche, which can be too easy a trap to fall into, and it also helps me get a feel for the industry itself, putting myself in my customer's shoes, so to speak.
Most people have usually started their own research and found a few ideas on-line that they already like and that represent the sort of thing they would like themselves, which can be really helpful. Everyone has a different idea about what they think looks good. Increasingly I'm finding that pinterest boards are really useful for this stage in the design communication too.
This basically starts out with a pencil and paper. I'll generally start drawing a few lines and curves and evolve the logo into the overall shape I have in mind.
At this point, I will usually send a phone photo of my work to date to ensure that my customer is happy with the direction we are taking. With good research and good communication between myself and my client, I always aim to create one initial logo rather than offering a number of choices. This is for many reasons, not least time and cost. It is pretty much impossible to create a good logo idea in less than an hour, and time is money. If I am designing 6 logos 'to choose from' then I will need to charge a minimum of 6 hours and of those 6 logo ideas, 5 will become redundant. It make lot more sense to invest that time and energy in one good logo that is right from the start.
Once I am happy with my overall logo shape on paper, I will use this drawing as a template layer in Adobe Illustrator, and manually trace over the shapes to create a digital vector image. This can be a very involved and complex process, but once complete we have a logo that can easily be scaled to any end size to suit any application, and can also be readily adapted to suit any colour background, or present in different colours as required.
Logo creation is not a quick and easy process. It takes time and careful attention to detail to create a nice business logo, but it's well worth taking that time and paying attention to detail as it will ensure that our logo is then transferable to suit any application that you might need to use it for, whether that be on the side of a vehicle; an engraving on a wall plaque; an emblem on your stationery or an embroidery on your work clothes.