Anatomy of Logo Design 10 Steps Process 2015 Final

~ YOUR CREATIVE JUNKIE PRESENTS ~

ANATOMYThe

AUTHENTIC LOGO DESIGNOF

~ A 10 STEP PROCESS ~~ A 10 STEP PROCESS ~

THE ANATOMY OF AUTHENTIC LOGO DESIGN

We all want to be creative rockstars.


NO ONE EVER SAID DESIGNING A LOGO WAS GOING TO BE A

Piece of CakeIf they did, they were lying through their teeth. Or they simply lack understanding of what goes into quality logo design. Ive designed 100s of logos over my 20+ years in the Design industry. Ive learned the hard way there are certain

things you need to be aware of to do your best work, to create work that matters. Its true we all want to be creative rockstars of Logo Design. But it takes time, persistence, and process. This information will help you on your journey to rockstardom.


WHAT IS

Authentic?Authentic logos visually translate the companys offerings in 3 seconds. They emotionally speak to their intended audience and move them into action.

Its true many things have to align in the universe to really knock it out of the park. Thats where correct planning and process come into play.

Because we can always improve on our craft, and creating something of value and authenticity for our clients is our #1 goal. Lets get started.

~ This is a Guide to all graphic designers out there, both newbies and veterans alike ~

Authentic logos visually translate the companys offerings in 3 seconds


Copyright Your Creative Junkie, dba Vincent Burkhead Studio, Inc. 1994 - Today. All Rights Reserved. Not for reproduction or transmission. May be shared with copyright and credit left intact.

THE BUSINESS STUFF1

The Phone RingsRequest Creative Discovery

Creative Discovery(Client Completes)

Designer Recieves 50% Deposit(from Client)

Get a Signed Contract(Client & Consultant)

THE BUSINESS STUFF

DESIGNERCLIENT

HEAD NOD BLAHBLAHBLAH

BRIEF: TAGLINE: Smart Toys for your Dog. create an approachable and friendly dog illustration with Harry Potter glasses using a retro modern motif.

The agreement The phone rings. A prospect is calling you about a need for a new logo. Someone needs your expertise, cool.

Dont yammer on about how amazing you are, youll fuck it up. Always ask about them, their needs are first.

How Can YOU reduce their pain?

Ask them to complete your Creative Discovery questionnaire so you can fully understand their needs. If they are not open to this, then get off the phone, theyre not a good fit for you. The Creative Discovery information you receive is the basis for the Creative Brief - your marching orders for the Design phase.

First, write a proposal. Get it signed and get your 50% deposit before starting ANY creative work. Now you can start on the pre-creative work.



TIME TO GET CREATIVE

start with research Find Creative Inspiration for your Visual Approach through research: Current Competition, Stock Photo sites, Design Blogs, Logo Lounge, Word Associations, Behance, Books, Pinterest, etc. Anywhere and Everywhere.

Here are some websites to get the juices flowing:

Logo Focused Inspiration:logoed.co.uk, logolounge.com, logopond.com logooftheday.com, logogala.com, logomoose.com logofromdreams.com, logofaves.com, logosauce.com, logospire.com.

General Creative Inspiration:designspiration.net, designiskinky.net, behance.net, typeverything.com, visualgraphc.comformfiftyfive.com, abduzeedo.com.

2

RESEARCHVisual Approach

CurrentCompetition

LogoLounge

Behance Pinterest

Books

WordAssociations

Stock PhotoSites

DesignBlogs

THE CREATIVE STUFF



COPIOUS SKETCHES

grab your sketchbook The Creative Brief will fuel the direction of your sketches to solve the creative problem. Which approach do you take? Choose your poison.

The 5 basic types of Logos:1. Font Based Logos2. Icon or Symbol Based Logos3. Banner or Emblem Style Logos4. Hand Drawn Letterform Logos (WordMarks)5. Integrated Logos

Your decision on approach depends on your need, your audience, and how you plan to use your logo. Since a logo is the visual representation of the promise you are making with the customer, youll need the personality of the logo to reflect the right emotional tone. Knowing your audience is the most important factor when deciding what type of logo you want to pursue. If you are creating a logo for a company or a client, this logo is not for you, nor your client, this logo is for the audience of the client. Very important to know what that audience will find appealing and compelling.

3



I AM THE CHOSEN ONE..



SKETCHES TO VECTOR

Launch adobe illustrator Once the client has selected a single conceptual sketch (one sketch, not 5) for further development, you can start transforming this sketch into vector artwork.

Paste the sketch into Adode Illustrator, make it 50% transparent, and trace it into shapes you can fill.

If you are confident in your color palette, work in color, if the basic color decisions are in question, work in grey scale and black and white until the basic shapes of the logo are approved. THEN dive into color. This is because color is so subjective. A client can inadvertantly nix a great concept because they hate your color decisions... so if youre not sure, start in black and white first.

Create the main visual element of the logo in vector first before you start deciding on your font choices.

4



GRAPHIC EXPLORATION

Have fun with it! First make sure the client is on board with the vectorized sketch you have created. As mentioned in Step 4, if you have not added color yet, do so in this step as you choose your fonts.

Ok, the hard part is behind me. whew! That Chihuahua was a pain in the ass to create.Now you can take your vector main visual of the Logo, you can start exploring fonts that work well with the goals of the brand. In this case, we are going for a retro-futurist look, so I chose some retro fonts to explore.

Time Saver: A great way to examine multiple fonts is to use http://wordmark.it, it saves me time on every logo project. Try it, youll see.

Once you selected some fonts, explore different graphical shapes and proportions that fit with the creative brief and your research. Have fun with it! And dont edit down the ideas you create until you are finished exploring.

5

Canine Genius Canine Genius

Ce Gs

caninegenius

canine genius

canine genius color palette

Canine Genius

Canine Genius



PRESENTING LOGOS

Presenting is Selling Once you have explored different variations of the logo using your excellent font choices and your vectorized sketch, sit on it overnight and come back to see your work with fresh eyes. This has proven to be helpful in weeding out the bullshit trite logos in the group.

Youre ready to edit them down to a short list. BE BRUTALLY HONEST about what works and what doesnt. Note: Please do not present more than 3 versions of the logo concept to your client. Youll save a ton of time editing your work down to your very best work. Trust me on this.

Now you need to sell the best logo to your client. Review the Brief and remember your research. Explain to them WHY youve done what youve done, and how their audience will eat it up.

6

esent

ust Meon thisone.

ONLY YOUR

TO THE CLIENT.

3 BEST LOGOS



FINAL LOGOTYPE

Final Logotype Clearly a certain number of client revisions will precede the final Logo.

#1 Rookie Mistake is to allow the client to make TOO MANY Freakin REVISIONS. Make sure you have a limit of 3 revisions in your initial agreement. REALLY important shit.

Sell the best logo to your client.I promise a final logo will finally be selected, if you have any design chops at all.

7

SMART TOYS FOR YOUR DOGSMART TOYS FOR YOUR DOG

TAA DAAAA!



SEND FINAL INVOICE8FINAL BUSINESS STUFF

GET PAID FOR YOUR HARD WORK.

~ DONT FORGET TO THANK THEM, BE GRACIOUS & PROFESSIONAL ~

SEND FINAL INVOICE TO YOUR CLIENT


FINAL DELIVERABLE9

> FORMATS: .EPS, .AI (WITH FONTS OUTLINED), .TIF, JPG, .PNG (W/TRANSPARENCY) , & .PDF.

> COLORS: FULL COLOR, BLACK & WHITE, AND IN BOTH RGB & CMYK.

~ INCLUDING BUT NOT LIMITED TO: ~

DELIVER THE FINAL LOGO IN MULTIPLE FORMS AND SIZESFOR THE ONGOING USE OF THE CLIENT.

FINAL CREATIVE STUFF



RELATIONSHIPS 10110

CULTIVATE THE RELATIONSHIP! Remind them of your many creative skills, the many disciplines you cover. You are there for them.

Q: Do they Need a Stationery System? Q: Do they Need a New Website to show off their sweet new Logo? You get the idea.

this helps turn a random one-off logo project into an ongoing client with repeat business and recurring revenue.

now get out there and kick some graphic design ass. Thats an order.

THE END.

ALWAYS

cultivate the relationship


Thank you.Learnomething? Pleasehare this graphic.

SUCK LESS AT GRAPHIC DESIGN

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THERES MORE WHERE THIS CAME FROM..

VINCENT BURKHEAD STUDIO, INC, 1994 - TODAY, ALL RIGHTS RESERVED

MADE WITH BLOOD, SWEAT, TEARS AND IN SAN DIEGO, CALIFORNIA


about the author

Greetings earthlings, my name is Vincent. Im a certified creative junkie with 20+ years in the design world; an award winning designer and authentic brand builder collaborating with start-ups and fortune 1000 companies, and everything in between. The Creative Junkie blog is a way to share my experiences with other like-minded right-brained creatives in the universe.

PUBLISHED BY: Your Creative Junkie

YourCreativeJunkie.com, dba Vincent Burkhead Studio, Inc. Address: 4676 Adams Avenue, San Diego California 92115Copyright 1994 - Today YourCreativeJunkie.com dba Vincent Burkhead Studio, Inc. All rights reserved.May be shared with copyright and credit left intact.

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Anatomy of Logo Design 10 Steps Process 2015 Final