Let’s start with some more logo creation process…
Digitize Ideas: Once you have some ideas sketched out on paper, it’s a good idea to take 3-8 of the best ideas and redraw them in digital form. All digital assets should be created as a vector, so it can be easily scaled and applied to several different applications. We prefer to use Adobe Illustrator to create these drawings, but several other robust illustration programs are available.
From these handfuls of ideas, we can usually come up with dozens of variations and colors. We lay these out on an Illustrator art board where we can move different elements around and swap different pieces and replace with others- multiplying the variations and options.
Reduce Options: It’s really easy to see the different options multiply, however, we don’t want to present too many ideas to the client or it will just make it more difficult for them to come to a consensus. We reduce the number of logo ideas down to 5-10 options. These choices include our best concepts while offering a broad range of choices.
Feedback from Decision Makers: Now that the client has a bunch of semi-baked logo design options, the fun really begins. They love to analyze (and…um…sometimes over analyze) each and every logo. Just be ready for them to show the ideas to every relative living within a 200 mile radius. They want everyone’s feedback and input- and feedback and input you will get. Be prepared to deflect input from mother-in-laws, cousins and babysitters. Everyone will have feedback.
Gravitate Online will go back and forth with the client as many times as is necessary to deliver a logo they love, but we usually recommend keeping it to 2-3 rounds. Once it starts going beyond that, you’re at risk of over thinking the concept, but 2-3 times seems to be a good balance between getting great feedback and trusting the design instincts of the artist.
Deliver Final Assets: The fun part is delivering the finished creation. We at Colorgraphicz, make sure that the final assets are in vector form (again, we usually go with an .ai file).
As the logo may be used for different applications, we like to deliver the logo with different color variations and tones. Often the logo will look quite a bit different on a white versus a black background, so we make adjustments to the logo itself so it can be displayed on various backgrounds.