Graphic Design
A logo, unlike any other design element; is the face of a company. Whether it is your business card, letterhead or a brochure, the first thing that gets noticed is your logo design. That’s why I will attempt to share ideas from my experiences with branding-focused logo design for the real world.
Ask questions, and create your Design Questionnaire
Conduct a questionnaire or interview with the client to get the design brief. Ask, ask, ask! this is the key to know what your client wants. Ask about the business history, how the company differ from its competitor, specific images or icons they will like to include on the logo, color preferences, etc.
Search, research and search again
Problem-solve first, design later. Conduct research on the industry itself, its history and competitors. Research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key.
Conceptualizing, sketching…CREATING
Who sketch anymore? Actually sketching is a great way to transfer the ideas in your head into paper. Develop the logo design concept(s) around the questionnaire and your research. This is the single most important part of the design process. Get creative and be inspired. After that, it’s always easier to actually design it on the computer. Sketching helps to evolve your imagination: once you understand it, you will always start from just white paper.
Coffee break or Reflection time
Take breaks throughout the design process. This helps your ideas mature, renews your enthusiasm and allows you to solicit feedback. It also gives you a fresh perspective on your work.
Revise and improve
Every design have space for improvement, small modifications can result in a great design.
Show time or logo presentation
Present only your best logo designs to your client. You may also wish to show the logo in context, which will help the client more clearly visualize the brand identity. Preparing a high-quality presentation is the single most effective way to get your clients to approve your designs.
“Canned presentations have the ring of emptiness. The meaningful presentation is custom designed—for a particular purpose, for a particular person. How to present a new idea is, perhaps, one of the designer’s most difficult tasks. This how is not only a design problem, it also pleads for something novel.
Everything a designer does involves a presentation of some kind—not only how to explain (present) a particular design to an interested listener (client, reader, spectator), but how the design may explain itself in the marketplace… A presentation is the musical accompaniment of design. A presentation that lacks an idea cannot hide behind glamorous photos, pizzazz, or ballyhoo. If it is full of gibberish, it may fall on deaf ears; if too laid back, it may land a prospect in the arms of Morpheus.” (Paul Rand)
Delivery and support
Deliver the appropriate files to the client and give all support that is needed. Remember to under-promise and over-deliver. After you’ve finished, have a beer, eat some chocolate and then start your next project.
A logo doesn’t need to say what a company does. Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better. The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer. Etc. David Airey
These are some of the basic steps I follow when creating a logo, what are yours?
Graphic Design
Your design business 2012
2011 just flew by and you still contemplating how to start your own Graphic Design business. Now 2012 is here and you’re thinking you really want to start the year off with your skills and talents in hand with a new business venture. Aside from being a daunting situation if you’ve never started a business before, it can be a mix of emotions and aspirations that can and will change from day-to-day. I wanted to give you some of the tactics and tricks I’ve learned. Here are 5 common keys that will make the difference on your jump-start.
- Word of Mouth: It doesn’t matter in what stage of your graphic design business is, word-of-mouth is one of the most effective ways to land more jobs. First, impress your client with your design skills and business sense, you will be amazed of how word will get around. Belonging to professional organizations is another way to spread the word and meet other designers
- Have your portfolio ready: Companies will choose a designer based on his/her previous work and how this is presented. There are several choices for what type of portfolio to build, and each has their own benefits and drawbacks. Search for options and decide which apply to your case.
- Manage your projects like a pro: It’s very important that you keep in constant contact with your client and follow the project schedule so the job is finished on deadline. Staying organized is another way to keep projects running smoothly, this is a great key to be successful in your new endeavor.
- Marketing your design business: Fortunately, these days there are plenty of ways to market your business. Take full advantage of the Social Media; Twitter, Facebook, Foursquare and many more are great options to position your design business on the “know”.
- Never Leave a Client Unhappy Even if it Means Losing Money: This one is hard but you just need to deal with it, finish your job, and send them on their way. Satisfied clients will tell a few friends how awesome you are – unhappy clients will tell the whole world how much you suck.
The secret to a successful long-term design business has little to do with design itself – it’s how you handle your business, how you deal with your clients. Is definite that your design skills matter, but if you don’t get your business end together, it won’t matter how good you are. People simply won’t want to work with you.
What are your plans for 2012? Are you ready to launch your design business?
Graphic Design
Graphic design is a field in constant change, both creatively and technically. It can be easy to get caught up in learning new technical skills, but it is just as important to focus improving and pushing the limits of our creativity.
As Designers we need to make a point to continue educating ourselves as much as possible and become more active in the field of design. Here are a few tips, exercises and practices that have help me continue learning, strengthen my creativity and become an all around better designer.
- Collect, collect, collect – Collect designs that inspires you. File them away and wait…they will turn into a great source of inspiration when needed. (if you cant’ take it home, use your phone and take tons of pictures)
- Read Graphic Design blogs – Take advantage of the web and search for Designer’s Blogs, they can be an easy source of information and update for every designer.
- Start a Design Blog – It makes you more aware of the Design Community and more accountable of your own work.
- Fake projects, why not? – If you find yourself with some downtime (hope is not much), create some fake projects. Develop a brand, create a logo, stationary and design marketing material for this brand. This will let your creativity run without limitations, It’s easy to get caught in a routine when clients dictate and your work is no longer “yours”.
- Do it again – What goes through your mind when you see your first designs? Exactly, that’s what I figured. Once in a while redo your old designs, analyze what you did wrong and experiment with your new knowledge.
Being a Graphic Designer is a work in process, if you are committed to your career and to develop your designing style you will be successful. It takes time, patience and lots of mistakes in order to improve your designing techniques.
What is your key to stimulate your creativity and improve your designs? Share in the comments below.
