Logo design step by step

The logo is the most important element of a company's image, a kind of company door plate that summarises the company's message through visual means. It is an identification mark that is linked to the company name and fundamentally defines its identity. In this blog post, we have prepared a summary of how logos are created, what are the steps of logo design.

What is the role of the logo?

A logo is a unique graphic element used to identify products, services and companies. The logo is what appears on all the company's interfaces, on documents, in the footer of emails, on the website, in the shop window, on packaging. It's really like an ID card, only more abstract and imaginative.

The term logos is derived from the Greek word logos, meaning word. It is an apt name, because when we create a logo, we are actually trying to express the essence of the company in the language of visuality, we are trying to condense the most important message into a single sign.

The power of a logo lies in its ability to increase brand awareness by being more memorable than a word. If you see a logo many times, over time you will recognise it, know what it means, which company it belongs to.

What is a good logo?

For a logo to have the right impact, it needs to be punchy. It's hard to define what that means, so we'll give it a try!

The hallmark of iconic logos is that they are simple. Think of Nike, which has covered the world with just a tick, or Apple, which has gone back to an ancient symbol, the apple, with a twist of course. So a good logo is simple, easy to recognise and embrace, and naturally, to understand. It's no good having a pretty design if the message doesn't get through. It is important that the logo expresses exactly what the company stands for and fits in with the strategy.

The logo is identified with the company, so it must be unique and original. If it is too similar to a competitor's or any other logo, it will only lead to confusion. When designing a logo, it is important that the shape, font and colours fit in with the company's image. But how is this visual identity created? Let's look at the steps of logo design!

What are the steps in logo design?

Logo design is a complex process. Very often it is created when designing a corporate identity, but of course it can also be the case that you already have an existing identity. Logo design is done by a graphic designer who has the right skills, is confident in using the necessary software and has the necessary experience.

Generally speaking, for those who do not want to and cannot devote sufficient attention to marketing on their own, it is more advisable to hire a marketing agency. Agencies have professional experts to handle branding and communication, and this will be reflected in the results. When it comes to logo design, it is even more true that it is not worth experimenting with a logo or ask someone you know to draw well. It's more than just drawing a nice graphic element, it has to fit into the overall picture, it has to be usable on any surface and in any size. And that requires expertise.

A plus point for the agency is that we can work not only with one person, the graphic designer, but also with other creative professionals who all contribute their ideas to the final result. Not to mention the fact that the account manager helps manage communication and makes sure that the client really gets what they expect and what best fits their business goals.

Let's take a look at the steps involved in logo design.

The process of harmonisation

The first step is for the agency and the client to start exploring each other. The designer needs to know the company, be aware of the products and services, what mission and vision they are working towards. And of course the client should know the agency, past work can help to gauge the standard of performance that can be expected.

The brief and market research

The next step in the harmonisation process is the preparation of the brief. This includes all the important information and parameters that the graphic designer may need. Along with the brief, the agency will usually do a little market research to get an idea of the competitors and what they are trying to do. It's also worth encouraging the client to send logos that they think are good and that they think fit the company's direction, as this will make the designer's job much easier.

The draft

Based on the brief and the available information, the logo design is formed, typically 2-3 logo sketches are created by the graphic designer. These sketch designs show the main directions, what shapes, colours, fonts will be focused on, but are not elaborated. It is important to have different ideas behind the designs and not mutations of the same theme.

It is fortunate if there is more than one logo design, as this will give the client a choice, but beware of having too many sketches, as the client may not be able to choose from them and will choose the best.

The presentation

The first test of a logo design is the presentation, when the client first sees the sketches. The designer and the client discuss the designs, the direction to follow and what needs to be changed. It can help to give the client a few days to make a final decision, so that he can sleep on it and ask others for their opinions. However, it is essential that the issue does not turn into a public vote, as too many opinions can lead a customer astray and overshadow the business objectives.

Elaboration

Once the directions are set, the next step is the development, the iteration, during which the logo becomes more and more shaped. At this stage, the logo will be applied to the surfaces where it will be used, so you can see how it will look on a notebook, a roll-up or a billboard, for example.

Amendments and approval

The result of the design phase is sent to the client, who comments and comments on the result, and the graphic designer makes corrections. After a few rounds of this process, the final logo is created.

Designing a logo is a complex but essential process, as it is the backbone of the corporate identity. At Meraki, we know how important this is for a company, so we design materials that can make an impact, that can make you stand out. To find out more about our graphic design services, click here!