The first step in the logo design project is the development
of the "Creative Brief".
This is a set of documents that sets forth the client company positioning
and specific objectives for the project. The Creative Brief is prepared
using information provided by the client as well as further market
research to fill in any gaps regarding the competition and target
audience. It is an invaluable tool in assuring that the logo design
project stays on track, and is executed before any work is done.
It will also be referred to, expanded and refined throughout the
logo development process.
After thoroughly researching your business or product, we conduct
an internal brainstorming
session to develop creative concepts for your logo project based
on the information and objectives set forth in the Creative Brief.
Many logo designers today will simply give
you a logo that is similar to your competitors logo, without much
thought or direction. Logosharx works hard to give your new corporate
identity the direction necessary for it to stand out from your competitors
and accurately communicate an established objective. We firmly believe
that flying in the face of convention is more likely to provide
a unique, creative answer than repeating the same popular images
as everyone else.Our goal is to isolate a credible and compelling
message that will resonate and reinforce the core values of your
Working initially with black and white thumbnail sketches, your
designer begins to develop the logo concepts as set forth in Phase
Two. This stage usually involves a lot of experimenting with images
and text. Many designers will begin by sketching thumbnails or playing
with shapes until something "clicks" and they follow that
path to see where it leads- always with your company objectives
The idea is to come up with something interesting
or clever, whether a viewpoint which is different, or an unusual
combination of shapes. Your designer will look hard for a kind of
'happenstance' - to create a logo for you that is truly unique.
They will try to find, and then exploit, some unique aspect of your
company or it's name– perhaps to give a cliché twist.
Or perhaps it will be something which will require some guesswork
on the part of the viewer, but then be crystal clear when they look
at it another way.
When your designer is confident that he
or she has fully explored the possibilites with thumbnail sketches,
he or she chooses the top six thumbnails for further exploration
on the computer. Often, once the designer begins playing with it
on the computer, the logo begins to take on a life of it's own.
At this stage, the designer addresses::
Different type fonts impart very definite characteristics about
the brand name. Fonts are selected that fit with the brand character
while considering readability. See Typographic
Considerations for more information.
This may include the development of your brandmark, the symbol
or icon intended to represent and complement an aspect of your
business or product. Alternatively, it may simply include any
shapes and/or lines used as an integral element of the design.
The selected type font is carefully combined with the graphical
elements to create a lockup. A lockup is the final form of the
logo concept with all of it's elements locked in their relative
postions. A good lockup will create a sense of cohesion between
the elements. For more information on brandmarks and lockups,
see Logo Types.
Color(s) are strategically selected to reflect the intended brand
attributes. The final colors applied to the lockup of the brandmark
and typography ultimately define the trade dress of the logo and
your corporate colors. To learn more about color choices, read