Whether you're launching a new business or want to revamp your existing branding strategy, you know the value that good logo design provides.
Your choice of logo will serve as the visual cornerstone of your company's brand. The distinct features that you include in your logo design are what will make your brand memorable with consumers. From your choice of color down to the font selection, your logo says a lot about your business, so you'll want to think through its design carefully.
It's critical that you approach logo design with a process in order for it to be effective. Outlined below is is the typical process that a professional graphic designer will take to achieve world class logo design:
Step 1: Design Overview
If you choose to outsource logo design to a professional, the process should begin with a conversation with the graphic designer so that he or she understands the scope of the assignment. In this conversation, you should provide a background of your business, what your company stands for, and what you want to accomplish with your logo.
Step 2: Research
After meeting with you to discuss your business and what you want to accomplish with your logo, your graphic designer should take the time to research your industry, history, and competition. Conducting research early on in the process will enable your designer to problem-solve before diving in head-first with the design of your logo.
Step 3: Review Logo Trends
Logos have evolved greatly over the years, and some of these design trends have been around longer than others. When looking at trends over the years, you want your graphic designer to embrace longevity over fads.
Step 4: Sketching and Conceptualizing
Most professional designers would agree that sketching is one of the most important steps of the design process as it’s when the creative juices start flowing. Sketching allows graphic designers to transfer the logo designs that they have brewing in their heads onto paper. Once several ideas have been sketched, it will be much easier to design them on the computer.
Step 5: Revisions and Positioning
Your graphic designer should present you with his or her best logo designs that encompass what you discussed in your initial meeting. To ensure that you’re both on the same page and achieve a logo that clearly represents your brand’s identity, revisions may need to be made to the logo.
How to Choose a Graphic Designer to Create Your Logo
Now that you understand how the process works, you need to choose a graphic designer that can make your ideal logo design become a reality.
Here are several tips for choosing a graphic designer to handle your logo:
1. Discuss Experience
Ask a prospective graphic designer if you can see his or her design portfolio. This will give you a better idea of the designer's skill level and style. Plus, looking through a portfolio will show you if the designer has worked on previous projects in your industry and line of business.
2. Research Customer Testimonials
Many graphic designers will have customer testimonials on their websites. To confirm the legitimacy of these testimonials, email the person that gave the review to ask about his or her experience working with the graphic designer.
3. Ask About the Design Process
Now that you have a better idea of how the logo design process should flow, be sure to ask a prospective designer about the process that he or she uses to confirm that a thorough method would be taken to approach your design project.
4. Take Note of Customer Service
When interacting with the designer via email, how quickly does he or she respond? Is it easy to get the designer on the phone? These early interactions are a good indication of how future communication will be with your graphic designer if you choose to engage him or her for your logo project.
5. Look for a 2-Way Conversation
When interviewing prospective graphic designers, you want to choose a design partner that asks the necessary questions to find out your needs in relation to your business goals. Examples of appropriate questions that your graphic designer should be asking about include your company's history, target market, goals, values, and competitors.
If you've decided that outsourcing graphic design to a professional agency is the best option for your business, our team at New York Ave is here to help. From logos to brochures, we coordinate every aspect of your company's graphic design carefully and masterfully to keep your branding on point. We're believers in approaching each design with a process so that we can best tell your story so that your brand is connected, relevant, and memorable.
Contact us at New York Ave to learn more about our logo design process and how we can use eye-catching graphic design to tell your brand's story.