The recipe for a perfect logo design 1/6

24 June 2010 by Lisa Hughes  
Filed under News and views

recipe_bigYou get out exactly what you put in!

One of the single most important visual elements of your business -
is your logo.

I don’t know why, but I’ve always likened the creative process to that of
baking a cake. It may sound odd, but if you read on, the visualisation should all become clear.

You begin by collecting the ingredients, carefully weighing the quantities, then, by applying the method laid out in the recipe and using the correct utensils, before you know it you’re setting the timer – et voila! …a perfect result, created solely to delight and satisfy any appetite.

However – this desired result can only be achieved by properly preparing the ingredients and following the recipe step-by-step. Otherwise, you’re likely to end up with a disastrous result, leaving a bad taste in your mouth and only good enough for the dustbin!

Over the next 6 installments, I’ll be directing you through each stage of the logo development process and enlightening you with some valuable tips, tricks and interesting facts, along with some worthy points of consideration:

  • Part 1 Gathering key ingredients
  • Part 2  Weighing and measuring
  • Part 3  Applying the method
  • Part 4  Using the correct utensils
  • Part 5  Setting the timer
  • Part 6  Proofing the pudding

Now’s the time to pre-heat the oven, tie-up your apron strings and roll up those sleeves…

ingredients_bigPart 1 – Gathering key ingredients

From a designer’s perspective, there are 6 key questions I always ask my clients in preparation of any initial creative briefing meeting. Regardless of whether the briefing is for a logo, a website or a corporate brochure, the questions are always the same:

  1. (If an established business) Can I see what you have produced
    in the past?
  2. Can you provide me with a mission statement or a list of your company’s core values?
  3. Do you have a detailed customer profile or an example of your target market?
  4. Is there anything you like/dislike about your competitors’ brands?
  5. Do you have any preference to: colour, shapes, typeface, iconography, photography, illustration etc.?
  6. Can you provide me with visual examples of things that inspire you?

Valuable time dedicated to research and planning prior to putting pencil to paper will equip any skilled designer with the clarity and understanding to adopt the mindset of a typical customer, therefore understanding the need for your business’s products and/or services and able to produce work perfectly positioned for that market. In my opinion, this is half the battle of arriving at a successful outcome.

Next time… Part 2 – Weighing and measuring

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