Introduction:
A friend I once worked with recommended my services to Affiong. She reached to me on needing strategy bringing her ‘magazine brand idea’ to life. We had 45 minute talk on phone, then I helped her map out plan for marketing her business. But for the sake of this design process, I will only talk about the visual design.
The Logo Design Process
When creating a ‘professional’ logo, I always follow a design process to ensure that the final design suits the exact needs of the brand or the clients. Here are the process:
1. Design Brief: This is a document used to communicate wants and needs with selected design agencies/freelancers. It contains questions that helps with clear understanding of the business or industry.
” YELLOW PEOPLE is a lifestyle magazine brand. Created to celebrate, encourage, showcase and support persons with special needs. YELLOW PEOPLE are healthy, wealthy and would be remembered for LIVING FOR SUNSHINE in our world of darkness and pestilence
” – Affiong
2. Research & Discovery: This is conducted research focused on the answers from the design brief, brand check, brand’s competitors and what is working for them. Helping sites include the Competitor websites and social media platforms, Google and Pinterest.
3. Brainstorming: This is setting a super clear vision on what the brand actually is, so as to end up with a logo that feels true to the brand. In generating ideas to solve the problem, I use resources like; Bubbl and The Brain.
4. Sketching & Conceptualizing: This is making instant sketches with different design concepts, which can be developed into a complete logo design. I use sketchbook and sometimes right away with the computer.
5. Design Execution: This is the selection of promising logo design concepts from the rough sketches and execute them digitally. I choose 3-5 of my best sketches and design them with a vector software, Adobe Illustrator. Tweak the designs and develop many variations.
6. Design Presentation: This is where I make choices in presenting only a selected few logos to the client or a whole collection. Designing a logo isn’t only about design. A strong presentation is an important element to delivering a project. I tell stories and use relevant mockups. “you can sell a bad design if you present it well”
7. Revisions/Approval: This is the request for any type of change to the logo design. Changes are made, if necessary, together with the client verdict on the best solution.
8. Client’s Feedback
” YELLOW PEOPLE logo is second -to-none, visually appealing and personal. It was designed with the vision and mission of the brand at heart and created with intent, excellence and versatility.”
– Affiong