My Process for Crafting Effective Custom Logo Design Solutions.

My Process for Crafting Effective Custom Logo Design Solutions.

My Process for Crafting Effective Custom Logo Design Solutions.

Creating custom logo designs has been a passion of mine for many years. I get deep satisfaction from designing logos that resonate with my client's audience and provide an exceptional solution for their business or brand. I avoid complicated designs and have spent years refining my process to produce unique and effective results.

I am very selective about the projects I take on and use a selection of criteria, not just budget, to determine if a project will be a good fit. Selectivity allows me to take on clients I know I can provide the most value to and will have an enjoyable challenge working with.

For example, I have made it my professional responsibility to only take on projects within the consumer goods sector as my expertise is refined to help those in this specific industry. Therefore I do not typically take on any projects outside of this niche.

When working on a project my clients provide a clear overview of their business, goals, target audience and any necessary brand materials required for the success of the project. This content is the full extent of their responsibility. As the designer, I will facilitate, create and provide all other content for the project.

To create an effective logo design it must be the result of an objective process. My process has been refined over many years to create results that meet goals and resonate with my client's audience. The solutions I create do not include or reflect my client's personal taste, ideas or biases, as I am solely focused on the needs of their audience and project goals. Only by using an objective process, devoid of personal biases can an effective, appropriate logo design be created.

For this reason, it is impossible to determine at the start of a project what the exact outcome will be. An open mind must be held by both parties throughout the entire design process.

The iterative design stages I follow can only be performed by a design professional therefore, any external input or feedback will only be considered relevant to the project at pre-designated points during the design process. The pre-designated stages for feedback, in a logo design project, are during the selection of an art direction (using stylescapes) and after the logo design concept has been presented. The inclusion of any personally subjective opinions or feedback at any other point can be detrimental to the success of a project.

Creating custom logo designs has been a passion of mine for many years. I get deep satisfaction from designing logos that resonate with my client's audience and provide an exceptional solution for their business or brand. I avoid complicated designs and have spent years refining my process to produce unique and effective results.

I am very selective about the projects I take on and use a selection of criteria, not just budget, to determine if a project will be a good fit. Selectivity allows me to take on clients I know I can provide the most value to and will have an enjoyable challenge working with.

For example, I have made it my professional responsibility to only take on projects within the consumer goods sector as my expertise is refined to help those in this specific industry. Therefore I do not typically take on any projects outside of this niche.

When working on a project my clients provide a clear overview of their business, goals, target audience and any necessary brand materials required for the success of the project. This content is the full extent of their responsibility. As the designer, I will facilitate, create and provide all other content for the project.

To create an effective logo design it must be the result of an objective process. My process has been refined over many years to create results that meet goals and resonate with my client's audience. The solutions I create do not include or reflect my client's personal taste, ideas or biases, as I am solely focused on the needs of their audience and project goals. Only by using an objective process, devoid of personal biases can an effective, appropriate logo design be created.

For this reason, it is impossible to determine at the start of a project what the exact outcome will be. An open mind must be held by both parties throughout the entire design process.

The iterative design stages I follow can only be performed by a design professional therefore, any external input or feedback will only be considered relevant to the project at pre-designated points during the design process. The pre-designated stages for feedback, in a logo design project, are during the selection of an art direction (using stylescapes) and after the logo design concept has been presented. The inclusion of any personally subjective opinions or feedback at any other point can be detrimental to the success of a project.

Creating custom logo designs has been a passion of mine for many years. I get deep satisfaction from designing logos that resonate with my client's audience and provide an exceptional solution for their business or brand.

I avoid complicated designs and have spent years refining my process to produce unique and effective results. I am very selective about the projects I take on and use a selection of criteria, not just budget, to determine if a project will be a good fit.

Selectivity allows me to take on clients I know I can provide the most value to and will have an enjoyable challenge working with.

For example, I have made it my professional responsibility to only take on projects within the consumer goods sector as my expertise is refined to help those in this specific industry. Therefore I do not typically take on any projects outside of this niche.

When working on a project my clients provide a clear overview of their business, goals, target audience and any necessary brand materials required for the success of the project. This content is the full extent of their responsibility. As the designer, I will facilitate, create and provide all other content for the project.

To create an effective logo design it must be the result of an objective process. My process has been refined over many years to create results that meet goals and resonate with my client's audience.

The solutions I create do not include or reflect my client's personal taste, ideas or biases, as I am solely focused on the needs of their audience and project goals. Only by using an objective process, devoid of personal biases can an effective, appropriate logo design be created.

For this reason, it is impossible to determine at the start of a project what the exact outcome will be. An open mind must be held by both parties throughout the entire design process.

The iterative design stages I follow can only be performed by a design professional therefore, any external input or feedback will only be considered relevant to the project at pre-designated points during the design process.

The pre-designated stages for feedback, in a logo design project, are during the selection of an art direction (using stylescapes) and after the logo design concept has been presented.

Including any personally subjective opinions or feedback at any other point can be detrimental to the success of a project.

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Logo Design Process

Logo Design Process

I only take on projects that am I very passionate about so that I can dedicate myself to the process and achieve the best solution for my client. To do this, and provide a successful outcome, I must stick to the following process without deviation. This method not only includes the time I spend designing and researching but also the time I spend thinking throughout the day and over the course of the logo design project. 

I only take on projects that am I very passionate about so that I can dedicate myself to the process and achieve the best solution for my client. To do this, and provide a successful outcome, I must stick to the following process without deviation. This method not only includes the time I spend designing and researching but also the time I spend thinking throughout the day and over the course of the logo design project. 

I only take on projects that am I very passionate about so that I can dedicate myself to the process and achieve the best solution for my client. To do this, and provide a successful outcome, I must stick to the following process without deviation.

This method not only includes the time I spend designing and researching but also the time I spend thinking throughout the day and over the course of the logo design project. 

1. Brand Personality Workshop

1. Brand Personality Workshop

I always start a logo design by understanding the history and founding vision my client had for their business. Why was the business founded? Are there any funny stories that make it unique? What is their story up to this point? By understanding the past we can refine the message and point it towards my client's project goals.

This is then followed up by looking towards the future, defining the brand's goals for the next year, five years and grander lifetime mission. I help my clients think big and articulate what their brand will represent their audience in years to come.

The first workshop then concludes by establishing a selection of personality keywords that can be used to describe my client's brand. If their brand was a person, what would they look like? What would they behave like? What would people say about them? These keywords will be used later on in the process when forming an art direction for the project and are vital for achieving every project's main objectives. At the end of the day, your brand is what people say about you when you're not in the room.

I always start a logo design by understanding the history and founding vision my client had for their business. Why was the business founded? Are there any funny stories that make it unique? What is their story up to this point? By understanding the past we can refine the message and point it towards my client's project goals.

This is then followed up by looking towards the future, defining the brand's goals for the next year, five years and grander lifetime mission. I help my clients think big and articulate what their brand will represent their audience in years to come.

The first workshop then concludes by establishing a selection of personality keywords that can be used to describe my client's brand. If their brand was a person, what would they look like? What would they behave like? What would people say about them? These keywords will be used later on in the process when forming an art direction for the project and are vital for achieving every project's main objectives. At the end of the day, your brand is what people say about you when you're not in the room.

I always start a logo design by understanding the history and founding vision my client had for their business.

Why was the business founded? Are there any funny stories that make it unique? What is their story up to this point?

By understanding the past we can refine the message and point it towards my client's project goals.

This is then followed up by looking towards the future, defining the brand's goals for the next year, five years and grander lifetime mission. I help my clients think big and articulate what their brand will represent their audience in years to come.

The first workshop then concludes by establishing a selection of personality keywords that can be used to describe my client's brand. If their brand was a person, what would they look like? What would they behave like? What would people say about them?

These keywords will be used later on in the process when forming an art direction for the project and are vital for achieving every project's main objectives. At the end of the day, your brand is what people say about you when you're not in the room.

2. User Profiling Workshop

2. User Profiling Workshop

The second half of our analytical research includes a workshop that dives deep into my client's target audience. We build three user profiles that reflect the needs and wants of their customer/user base, whilst also looking to see how their brand's products/services help them achieve their goals. It's exceptionally important to know who I am targeting so I will know exactly where to position the art direction and design work moving forward.

Each user profile covers a "day in the life" of this specific customer, their major pain points, goals and what they need to be successful. Whilst these user profiles are completely hypothetical they are based on solid research, provided by the client, about who interacts with their brand and why. These profiles are designed to cover the breadth of my client's user base, to make sure no stone is left unturned.

The second half of our analytical research includes a workshop that dives deep into my client's target audience. We build three user profiles that reflect the needs and wants of their customer/user base, whilst also looking to see how their brand's products/services help them achieve their goals.

It's exceptionally important to know who I am targeting so I will know exactly where to position the art direction and design work moving forward.

Each user profile covers a "day in the life" of this specific customer, their major pain points, goals and what they need to be successful. Whilst these user profiles are completely hypothetical they are based on solid research, provided by the client, about who interacts with their brand and why.

These profiles are designed to cover the breadth of my client's user base, to make sure no stone is left unturned.

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3. Stylescapes

3. Stylescapes

Using the analytical research and keywords from the previous two workshops I begin to build towards an art direction for the logo design. This goes through many refinement stages until I have formed three distinct directions the project can go visually.

These distinct art directions are called stylescapes. A stylescape is a collection of curated images designed to reflect the brand's tone of voice, aesthetic and goals through a variety of images related to photography, architecture, typography, colour palettes and more.

Once all three stylescapes have been presented, we select one to use as an art direction for the rest of the project. This art direction will inform some of the stylistic choices for the aesthetic of the logo design along with any design assets that will accompany it such as typography and colour. I use stylescapes to define an art direction because it helps to avoid making and presenting ineffective logo design concepts by defining boundaries to create within.

I craft effective design solutions based on research rather than just throwing spaghetti at the wall to see what sticks. The chosen stylescape is then used to provide artistic guidelines for the creation of the logo.

Using the analytical research and keywords from the previous two workshops I begin to build towards an art direction for the logo design. This goes through many refinement stages until I have formed three distinct directions the project can go visually.

These distinct art directions are called stylescapes. A stylescape is a collection of curated images designed to reflect the brand's tone of voice, aesthetic and goals through a variety of images related to photography, architecture, typography, colour palettes and more.

Once all three stylescapes have been presented, we select one to use as an art direction for the rest of the project.

This art direction will inform some of the stylistic choices for the aesthetic of the logo design along with any design assets that will accompany it such as typography and colour.

I use stylescapes to define an art direction because it helps to avoid making and presenting ineffective logo design concepts by defining boundaries to create within.

I craft effective design solutions based on research rather than just throwing spaghetti at the wall to see what sticks. The chosen stylescape is then used to provide artistic guidelines for the creation of the logo.

4. Logo Design

4. Logo Design

I take the research, both analytical and artistic, and begin to immerse myself in this information considering all of the available options and directions. This focus allows me to explore numerous concept designs, experimenting with different ideas through sketching and digital processes. I spend several weeks iterating on each idea, refining them as I go, before narrowing the selection down to one concept.

Once the final concept has been selected it is subjected to a series of rigorous tests, drawing on my expertise, to help consider whether this design will be the most effective logo for the project goals. Should the logo pass this section of my process it is prepared for presentation.

The presentation I build fully demonstrates the entire process of creating the logo design, from conception to completion, and how it meets our original project goals. I also provide contextual mockup examples to showcase how the logo design will perform in applications that are relevant to my client's business.

I take the research, both analytical and artistic, and begin to immerse myself in this information considering all of the available options and directions. This focus allows me to explore numerous concept designs, experimenting with different ideas through sketching and digital processes. I spend several weeks iterating on each idea, refining them as I go, before narrowing the selection down to one concept.

Once the final concept has been selected it is subjected to a series of rigorous tests, drawing on my expertise, to help consider whether this design will be the most effective logo for the project goals. Should the logo pass this section of my process it is prepared for presentation.

The presentation I build fully demonstrates the entire process of creating the logo design, from conception to completion, and how it meets our original project goals. I also provide contextual mockup examples to showcase how the logo design will perform in applications that are relevant to my client's business.

I take the research, both analytical and artistic, and begin to immerse myself in this information considering all of the available options and directions. This focus allows me to explore numerous concept designs, experimenting with different ideas through sketching and digital processes.

I spend several weeks iterating on each idea, refining them as I go, before narrowing the selection down to one concept.

Once the final concept has been selected it is subjected to a series of rigorous tests, drawing on my expertise, to help consider whether this design will be the most effective logo for the project goals. Should the logo pass this section of my process it is prepared for presentation.

The presentation I build fully demonstrates the entire process of creating the logo design, from conception to completion, and how it meets our original project goals.

I also provide contextual mockup examples to showcase how the logo design will perform in applications that are relevant to my client's business.

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WellTold_Screenshot_004

5. Design Revision (if required)

5. Design Revision (if required)

After the logo has been presented there is a pause to answer any questions about the design process and receive feedback. At this stage, my client may provide objective feedback about the design that leads to a short round of design revision. Any feedback that is subjective and based on my client's personal taste will be discussed but, is unlikely to be executed.

I design specifically for my client's audience and their customer's needs, not for my client's own personal taste. Rather than creating pretty pictures I always aim to provide effective, timeless solutions for every project. Any inclusion of subject opinions or feedback would be unprofessional and a disservice to my client's customers.

Feedback that would constitute a round of revision typically covers a minor adjustment for design elements such as a colour palette, typography or the stroke weight used in the logo. Whilst I include a round of revision in my process, as standard, for feedback like this, it is not often required or requested.

After the logo has been presented there is a pause to answer any questions about the design process and receive feedback. At this stage, my client may provide objective feedback about the design that leads to a short round of design revision.

Any feedback that is subjective and based on my client's personal taste will be discussed but, is unlikely to be executed.

I design specifically for my client's audience and their customer's needs, not for my client's own personal taste. Rather than creating pretty pictures I always aim to provide effective, timeless solutions for every project.

Any inclusion of subject opinions or feedback would be unprofessional and a disservice to my client's customers.

Feedback that would constitute a round of revision typically covers a minor adjustment for design elements such as a colour palette, typography or the stroke weight used in the logo.

Whilst I include a round of revision in my process, as standard, for feedback like this, it is not often required or requested.

6. File Delivery

6. File Delivery

Once the final logo design has been completed and signed off by the client I prepare both Vector and Raster files for delivery. These file types include PDF, EPS, PNG and JPEG as standard, covering the majority of use cases a business will need to apply their logo design in. I can also supply more specialist files, such as SVG, should it be agreed with my client before a project begins.

Once the final logo design has been completed and signed off by the client I prepare both Vector and Raster files for delivery. These file types include PDF, EPS, PNG and JPEG as standard, covering the majority of use cases a business will need to apply their logo design in.

I can also supply more specialist files, such as SVG, should it be agreed with my client before a project begins.

Conclusion

Conclusion

The clients I work with appreciate the level of quality and professionalism I bring to the table using the process I showcase throughout my case studies. They also understand I focus heavily on an objective, results-driven process that meets their customer's needs and exceeds their goals on every project.

I am consistently aiming to produce the highest quality work I can with clients who trust my approach and those whose projects I am most passionate about. To achieve these results I stick to a strict process without compromise, one that I know delivers the best solution time and time again.

By sticking to this process and being selective about the projects I take on, I am able to maintain a level of exceptional work that crafts the most effective solution for your brand or business.

The clients I work with appreciate the level of quality and professionalism I bring to the table using the process I showcase throughout my case studies. They also understand I focus heavily on an objective, results-driven process that meets their customer's needs and exceeds their goals on every project.

I am consistently aiming to produce the highest quality work I can with clients who trust my approach and those whose projects I am most passionate about. To achieve these results I stick to a strict process without compromise, one that I know delivers the best solution time and time again.

By sticking to this process and being selective about the projects I take on, I am able to maintain a level of exceptional work that crafts the most effective solution for your brand or business.

Invest in the future of your brand.

Invest in the future of your brand.

Hire me today and let's uncover your brand's true potential.

Hire me today and let's uncover your brand's true potential.

© cfowlerdesign 2019
All rights reserved.

© cfowlerdesign 2019
All rights reserved.