What if I don’t like any of the logos?

This is the biggest worry when hiring a graphic designer.

You ask someone to design your logo and then don’t like anything they come up with.

 

I can sympathise! Doubts can creep in and you can start imagining worst case scenarios on reading that you get just three concept proposals and three rounds of feedback, and that’s it!

 

“Three logo concepts doesn’t seem much. How will I know if the graphic designer is going to get it just right?”

“What if I’m no good at explaining what I want?”

“What if three rounds of revisions aren’t enough to get things where they need to be? “

 

 

Actually, it doesn’t work like that. At least not with me!

 

So today I’ve decided to throw open the doors to my studio and give you a behind-the-scenes glimpse of what goes into designing a logo.

 

I’ll take you through my process, stage by stage.

And you will see that my gradual, collaborative approach ensures that everything is in place for you to end up with a logo that you love.

 

1- I gather the information I need to fully understand your project and to draw up an accurate quote

I help you provide the relevant information

It isn’t always easy to know what information a graphic designer needs.

 

So I make the task simple for you by guiding you step-by-step with questionnaires, some of which are available online. You can complete them at home in your own time, with a clear head.

 

No jargon about “positioning”, “USPs”, or “benchmarks”. Just straightforward questions – the answers to which will let me understand your expectations and needs.

If there are a few grey areas, we can clarify these by email, phone or video, and delve a little deeper where the form hasn’t covered something.

 

You tell me all about you

First, the most important bit. The bit where you talk about you.

About your business, your work, your offering, your customers (current and the ones you have in your sights), your competitors, your vision and message, and your ambitions.

 

This is what I need to help me design your logo.

 

The graphic side

Then we consider the graphic side of things and your preferences if you have any.

The type of logo, colours, and any desired graphic elements, etc.

 

It might surprise you to know this step isn’t vital.

But please rest assured that I will always take your tastes into account!

We will consider this again, more effectively, at the second stage.

 

The most important thing is to create a logo that resonates with your target customers, that aligns with your positioning and your vision, and that makes you stand out from the competition.

And knowing how to achieve this is what I do!

 

I won’t waste your time

During this stage, if I feel that I may not be in a position to deliver quality work, I prefer not to commit myself to the project. Wherever possible I will recommend another graphic designer to you. This avoids you being disappointed.

 

This can happen in particular:

• If I am not skilled in the graphic style you are looking for or if the project doesn’t inspire me. That’s why you have to choose your graphic designer well!
• If you do not want to be involved and provide the information I need to complete my role successfully.

 

2- I investigate your tastes and step into your aesthetic world

This is much more important than knowing if you’re looking for a round or square logo with a serif or sans serif font.

 

However, it isn’t always easy to express your taste with words. So I rely on the power of images at this stage.

 

For this, I leave you to make an inspiration and mood board on Pinterest.

 

Don’t worry if you’ve never made one before, I can show you how.

 

You can pin everything you like that fits with your world and that of your business or brand.

 

Not just logos, fonts and patterns.

 

It can be photos, moods, colours, landscapes, and interiors that inspire you. Groups, musicians, artists, and works of art that delight you.

There’s no limit!

 

And even if the finished product looks a bit messy to you, don’t worry! To me, it is a priceless signpost.

 

 

This is what a board describing my own world would look like.

 

3- I work on relevant creative ideas

Further research

It is only at this point that I move on to creative work.

 

Because I have enough information gathered to set off in the right direction.

 

In fact, I will never guess! Or propose a logo because it is trendy, or just because I am the artist and I say so.

 

I will create a bespoke logo for you and your business.

 

I study the information you have provided, I step into your visual world and search out complementary sources of inspiration.

 

The initial creation phase

If I have even the slightest doubt at this stage, I will first present you with some mood boards before the sketching stage. Although I very rarely need to do this.

It has happened before with a cabinetmaker client who was unsure whether to focus on woodwork or furniture design.

 

 

I make several attempts, I take notes, I gather fonts and colours that match your world. I experiment with different compositions and combinations.

 

 

I leave it, I come back to it later or the next day.

 

And I carry on until the moment of magic.

 

The moment of magic

This is the moment the idea for a logo emerges, shining out from among all the others (yep, there are lots you won’t ever see!)

 

This logo already works – it has a sense of balance even though it is still just a draft.

Because my ambition is not just that you love it, but that I love it too. And believe me, my standards are high!

 

After your initial feedback there will obviously be some adjustments and corrections to do, then the refining and polishing stage.

But this logo looks good and it responds to the brief.

 

I won’t present anything until I’ve experienced the famous ‘moment of magic’.

And even then, I don’t rush things.

 

I let it rest again, to come back to it later. I see how it looks in lots of different positions – on my 27” screen, on my iPhone, and printed out on paper.

 

Selection and choosing proposed design concepts

If I am still happy, we’re good to go! This logo can be one of the two design concepts I propose.

I don’t present any more than this because I cherish these rare moments of magic.

 

I know that you will be as enthusiastic as me and that you’ll be starry-eyed when you see it.

 

I try out a few different variations, but I will usually show you just one. The best, the most representative, the most convincing. So you can immediately ‘get’ the direction we can take.

 

 

 

4- I present these ideas to you for your thoughts and comments

I send you a document for each proposal that shows the logo on several mock-ups. I do this because in real life you rarely see a logo as a digital file simply presented against a white page.

 

I explain my choices.

 

Then I give you time to familiarise yourself with the proposals and to come back to me at your own pace, without rushing.

At this point nothing is final.

 

When you are ready, you can tell me in all honesty what you think of my proposals – what you do and don’t like, what’s missing, and if there’s anything that bothers you.

 

At this stage, clients sometimes choose their logo without any need to change it. That was the case for these ones ↓

 

 

 

5- I develop the chosen concept in discussion with you

Once we have eliminated one of the creative concepts, I can dedicate my energies to the chosen design.

Knowing I am on the right track, I continue to explore and develop.

With the framework in place, I can try different variations and other possibilities.

 

I play with shapes and spacing. I experiment with different fonts.

 

During this stage, I stay in regular contact with you. This allows me to make gradual adjustments knowing I am still on the right track until I reach the final version you choose.

 

6- I refine, polish, and add the finishing touches

Time to polish – the goldsmith’s final task!

 

These are small adjustments that help to achieve the perfect balance.

 

I rework:

• the space between the different elements
• their arrangement
• their size
• the lines, for fluid, clear movement
• their thickness
• the balance of colours (if necessary) taking care to avoid clichéd choices but respecting your brand
• the kerning and tracking of the letters

 

This will give your logo the ‘Wow!’ factor when you show it to your clients and inner circle.

 

Because it’s important that you feel proud of your logo.

 

What we find beautiful is subjective, it depends on our individual tastes. But everyone is sensitive to harmony and balance. That’s why I put in so much time.

 

7- I create different versions of your logo for different uses

If your main logo is vertical, you will probably need a horizontal version or a more compact version for your website.

 

A monochrome version will let you use your logo easily on photos, on colourful backgrounds, for embroidery and window decals, etc.

 

And you will usually also need a simplified version for your social media or a monogram to use as a signature.

 

8- I create different files and send you a downloadable link to your folders

Finally, I create all the files you need: vector files (these can be enlarged without loss of quality) for printing and for the web. I do this for each version of your logo.

 

So? Does the way I work reassure you?  Would you like to try it to create your logo? If the answer is yes, contact me here.

 

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In reality, it is rare that I work on a logo alone.

Because a logo alone is difficult to exploit and your communications will lack consistency and impact.

So in another article, I will discuss the importance of a complete visual identity.