“Wow, I didn’t know so much went into it.”
“I never thought about my business that way until now.”
We often hear these words while discussing a logo project. When it comes to logo design, most folks don’t know what actually goes into the process. This is understandable, especially since every company works differently.
Before you hire an agency to design your logo, you should have a clear understanding of the company’s process. It will affect both the quality and price of your new logo. So it’s important to know what your project will entail and whether the process aligns with your needs.
Over the last decade or so, we’ve established a unique and thorough process to design logos that will overcome challenges, create successful brands and earn happy customers.
Communication Is Key
Throughout the entire project, your agency must provide clear, transparent and responsive communication. As the client, your participation and responsiveness will be crucial to the process. Clear communication will be key to creating a successful project where everyone benefits.
Before the design work begins, your agency should take the time to understand your business inside and out. What are your goals and challenges? Who are your customers? What do they want from a company like yours? Becoming an expert on your company is crucial for the design phase. Before creating an image that speaks to your strengths, we need to know what those strengths are. We also need to establish your brand’s personality, market positioning and how you want to be perceived.
To get all the answers, we’ll provide you with a creative brief that asks questions about your business. Some of the questions will be easy to answer. Others will force you to think of your business in ways you haven’t before. Once you complete the brief, we’ll discuss your answers over a kickoff call. This discussion will be invaluable to the creative process and will reveal a lot about your business, including:
• How you view your company
• How customers view your company
• Competitor strengths/weaknesses
• What makes your company different
No matter how common your company’s services or products may be, there’s always something that makes you different. Our job is to find it.
Brainstorming and Sketching (And More Sketching)
Following the kickoff call and some research, we move into the brainstorming phase. Logo projects typically involve two or more designers to offer different perspectives and styles. We brainstorm both individually and as a team to explore your business from every angle. This involves much more than waiting for the “Aha!” moment. We proactively ask questions to think far beyond the obvious. Once we feel confident in our thoughts and directions, the sketching begins.
One of the biggest misconceptions with logos projects is that the presented designs are the only designs. With us, this is never the case.
We can work on anywhere from 30 to 80 sketches before we’re happy with the results. We explore a wide range of styles and directions for your brand including graphic, typographic, illustrative, and iconic. Everything about your branding is considered in the design process, down to the pixel. By the time we present four to eight variations, we’re sharing our very best work with you.
Your Logo Is Your Identity. Make It Memorable.
When there’s so much that goes into a business, it’s easy to overlook the logo. But your logo is the face of your company. It’s oftentimes the first thing customers will see. And as we all know, first impressions mean everything.
At Aviate Creative, we know that your logo will have a profound impact on your sales, brand message and brand perception. To create a logo that truly stands out and stands the test of time, you need to examine the business from within. That’s what our process is all about. We’re here to learn as much as possible about your company and design a logo that not only defines your business, but separates it from the rest.
