CSULB |  COTA  |  DEPARTMENT OF DESIGN

​THE LOGO AND IDENTITY DESIGN PROCESS

What follows is a general outline of the typical logo/identity design process. This outline has been provided by: Just Creative Design and was adapted from the secret logo design process that 75 top designers told Leslie Cabarga in his book, The Secret Life of Logos: Behind The Scenes With Top Designers. I have adapted some of it for our specific assignment and/or course structure along with imparting views of my own from my own years of practice.

Designing for a client is very different than designing for oneself. Please be sure to read this.

When given a brief, every designer interprets it in their own way and if an assignment is given to 100 different designers, it would return 100 different logos, few of which would resemble each other. Though we all endlessly conjecture what makes a ‘good‘ or ‘bad‘ logo, one must remember in the end, the ultimate arbiter of logo design greatness may only be the satisfied, paying client.

The secret moral to this story, therefore, is to work hard, but not be too hard on your first concepts as the process itself, is the key to ultimate success.

1. The Brief

Nearly all designers agree that the initial accumulation of information from the client is the most important step, either by a face to face interview or a questionnaire. This is where you establish the design brief. Designer,
John Homs says “You really need to understand your client very thoroughly before you get started. Logo Design is never just shooting in the dark. It’s just the opposite.”

2. Research

After molding the design brief, getting to know your client’s businesses is the next crucial step in making a logo successful. Research includes general reading on the industry itself, sometimes on its history, and on its competitors. If budgets and schedule allow, external research can be carried out.

3. Visual Research

This is research not into the client’s business, but into the actual logo style. This is where we seek out a look, a style, an approach or attitude, usually to attain a period or style that we are unfamiliar with, or to refresh ourselves with what is new or successful, ex. Find logos of similar business’ and critique them. This is where you look for inspiration.

Designer Wendy Stamberger says, “I look more for techniques and to ask myself why a certain logo looks corporate, or what makes a really good health care logo, or for example why do I like this logo and dislike that one?” Designers should do this to gain a better understanding of the industry and competition.

At the same time, some designers actually refuse the use of visual research, preferring to use their own mental source book, however others say that doing so, is limiting your design solution.

4. Sketching & Conceptualization

Developing the logo design concept(s) is where creativity comes into play, this is where the designer must create the logo by using the design brief and the research conducted. Some designers use a napkin to sketch, some use a sketchbook and some use the computer as paper, this is all a matter of personal choice, however using a computer first up is not recommended.

When conceptualizing, some designers are mainly concerned with the graphic style and image of a piece, while others try to convey deep meaning or some sort of visual puzzle (such as the arrow in the FedEx logo—look between the e and x). These types of logos have a bigger impact on the viewer and when a designer creates one, they know it straight away. It will be unique and will add a dimension to the experience and to the whole identity.

5. Reflection

Taking breaks is as important as the physical research and the design brief. It is so easy to get stuck in a creative cul-de-sac and get tired of a project. You have to allow yourself time for breaks. By resting, your ideas mature and develop in the back of your head. When you go back to your project, you have renewed enthusiasm, insight and opportunity. This is also a good stage to get feedback from others.

Therefore, do not procrastinate. Begin your ideation process early.

6. Positioning

This is where designers choose how to work… they either position themselves like contractors and take orders according to their clients wishes (ie. Don’t advise their clients of design matters) OR they position themselves like a business and build themselves a long term relationship (ie. Guide clients to a more appropriate solution much alike how a lawyer does). Designers have to choose how they wish to work. Personally, I try to find a happy medium.

While this is not applicable to our assignment, it is an important aspect of business and relevant not only to graphic design and identity design, but all facets of design practice.

7. Presentations

This is where the designer must present their work to the client. They can choose whether to show the client a huge variety of logo design concepts (if it is hard to gauge a clients taste) OR they could choose to showcase just a few select logo designs. This is another debatable issue. I personally, present only the best 1 or 2 concepts.

Our presentation and client feedback schedule is provided at the top of this document.

8. Celebration

In a survey conducted to 75 top designers, when the job is finally finished and approved, 31% of designers celebrate by drinking beer, 12% head for chocolate, 22% head off to bed to catch up on sleep and the other
35% can’t celebrate because they must start on the next logo design. We will find a suitable means for a little celebration before we jump into the next project.

 

For a more thorough outline of a case-study logo design project process, visit The logo design process from start to finish, from Just Creative

 

!!!HIGHLY RECOMMENDED!!!

See creativenerds' 30 professional logo design processes revealed for excellent step-by-step walk-thrus of the process if you get creatively stuck:

 

CSULB |  COTA  |  DEPARTMENT OF DESIGN  |  BIO

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