We were just awarded a job to design a logo for a new retail store opening up in our area. The great thing is that our new client trusts us to create a logo that will best represent his new store, his new brand.
That’s wonderful and scary at the same time. Even though I’ve been designing logos for many years, I still get a little nervous at the onset of any job. Can I do it? Will my client be happy with the logo design I create? I confess.
1.Design a Logo with a Great Name
Our client already came to us with a catchy name for his business brand. We also help clients who have no clue what to name their business, but this guy had a great catchy name. Naming your business is an important part of your branding process. Be catchy, be quick, tell people what you do in your name.
2. Research Your Category
When we design a logo, we explore the category. This client is opening a store that sells wines & spirits. For his business branding, we are looking in the wine magazines and on the Internet. We look for the wines and spirits “look” what kind of imagery does this category use. We don’t’ want to copy this, but it’s a good idea to understand the look right up front.
We gather that info to start our logo design process. We want to familiarize ourselves with the category, understanding the look and feel and what the customer will expect form our clients branding. You don’t want to look like an auto-body shops if you’re selling wine, you know what I mean?
3. Check Out Competition
We start looking at the competition to see what other stores like this are I the area
Then we look for other stores in the country, anything that remotely resembles our client’s idea. We are looking for our client’s USP (unique selling proposition) what will set them apart from their competitors.
4. Think of Words
In our initial meeting, I ask our client questions about his brand. What words he would use to describe it. From the list of words I look for typefaces that have those characteristics. I look for fonts that I can use for the whole name or even just an initial cap, the first letter of the name.
5. Explore Font
My first stop when I design a logo is always fonts. I type out the name and start scrolling through my font library
to find fonts that will look and feel like my customer’s brand.
As I look for typefaces I start to design in my head—I’ll see aspects of a letterforms that will give me an idea for a logo. It all starts to come together, and I start to see things.
I recently read that creative people just “see” things that others don’t. They “see” things that are there, that others might not “see”. When I am in the “design a logo” mode, I “see” things—connections, ligatures, letterforms that fit into each other, work well together.
What are some of the challenges you face when branding your new product or service? Please let us know in the comment area below. I will keep you posted on my progress of this exciting new logo design job as I let you in on how I design a logo.