Logo design — and how to collaborate with your client

Logo design — and how to collaborate with your client
James Evans
James Evans
Designer

All round purveyor of stuff and things

About a Logo

A logo (or logotype) is a graphic representation or symbol of a company, designed for quick recognition. When discussing the development of a brand with a client, the majority see the logo as the central piece of their corporate puzzle. They also, almost always have an idea of what they want their logo to look like, even if they believe otherwise. That is why at Syntixi Digital we developed a process that allows close collaboration with the client, to understand their requirements and aspirations, which in turn enables the creation of a logo perfectly suited for their needs.

Brand Questionnaire

The process of designing a logo is a collaborative effort between us as designers, and the client. We have therefore developed a simple questionnaire for the client to complete as a kick-off. These questions range from simple and direct questions like “What is the product that your company produces?”, to more abstract questions like, “What colors represent your brand?”.

We even incorporate questions that might not seem to have any relevance to the process because sometimes, the smallest spark can create an avenue of design opportunity that fully represents the clients brief. This also helps us orientate ourselves to their way of thinking.

Mood-board

We work with the client to produce a moodboard that consists of an arrangement of images, materials, text, etc., intended to evoke or project a particular style or concept. This will result in a reflection of not only the aesthetic they desire, but also abstract concepts that tease out keywords that subconsciously help define the future brand.

It has been known for the clients to get truly involved in this process and start sending us images, or other types of content that have inspired them. We don’t hold any restrictions to the process. All we care about is getting to the destination where the client can truly feel an affinity with their brand mark.

This process is repeated until a targeted, holistic vision has been formed to enable us to start the next phase of the design process.

We don’t hold any restrictions to the process. All we care about is getting to the destination where the client can truly feel an affinity with their brand mark.

Initial Design 

Based on the data gathered from the design questionnaire and visual direction of the moodboard, we produce a handful of logo concepts. Initially sketching out our ideas inspired by the data provided, we iterate until we are able to present a selection of logos in a black and white color palette, because a truly successful logo must be able to stand on its own without color.

We give the client time to digest and ruminate on the designs so that they can provide feedback, to which we create further concepts or iterations, until a final black and white logo has been created.

Regularly we present the logos as a “mockup”, a visualization that may be relevant to the logos intended use. This enables the client see the logo in action, and help explain the reasoning behind the design and its potential usage.

Logo process
Logo Process

Color

Once the logo design has been approved, we move to the colorization stage of the logo process. We develop multiple versions of the logo in a range of colors that have been inspired from the moodboard… or any other subsequent influence during the design process. As with the initial design process, multiple iterations of this process can occur, until the right color palette is approved.

Final Files

We provide the client with their logo in every format they should ever need. These include raster (.jpg, .png, .psd) or vector (.ai, .svg, .pdf), along with an .ico  favicon for their website. We also provide the client the logo color palette as CMYK, RGB and Hex. If required, a logo can also be assigned a Pantone Spot color, for extra brand integrity in print environments.

Post Logo Design Process

Logo design is not the final stage of the branding process, in fact it is just the beginning. To understand how your brand can be developed to its full potential, please read our blog  “Branding—and why it’s not just about the logo”.

James Evans
James Evans
Designer

All round purveyor of stuff and things

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