Getting Back To Basics: Creating A Logo From Start To Finish
When I began my career in the graphics industry, almost 17 years ago, I would approach the design of any new logo by first taking out a pad of paper and a pencil and sketching out basic ideas before diving into any real concept creation. As computers and design software became more and more a part of the design process I tended to find myself heading to the computer immediately to put together my ideas. This only tended to result in a lot of time spent staring at a blank computer screen. As my business expanded and time became a more precious commodity I began to head back to my early days and approached my designs again with a pencil and paper before sitting down at the computer. This not only gave me more free time but helped me to increase the profitability of my business. The following is an outline of the design process I now take whenever I am creating a logo for a client. I hope it will inspire some of you to take pencil in hand prior to sitting down in front of the computer.
Core Practice Partners is a leading international expert in Labor Management for companies that don't work a traditional "9 to 5" schedule. Their clients have included such industry leaders as Kraft, BMW, and General Electric. Their approach to creating solutions for their clients is unique and their desire was to have a logo that was both professional and creative.
They approached my company with a few ideas of their own, but were very uncertain whether the look they truly wanted could be achieved. I first set up a phone conference with their president, John Frehse, to discuss the goals he had for the logo and how he wanted to be perceived by the clients he serviced. After our initial discussion I sat down at the drawing board to rough out some ideas for the logo. This is the normal approach that I take in the designing of any logo. It allows for the creation of many concepts within a short period of time and dramatically decreases the amount of time spent producing the initial concepts to be presented to the client.
Once I had 6-8 rough ideas conceived I then scanned in the designs and used them as templates for the creation of computer generated concepts. I typically place them in the background and insert text and graphics over the top. Once the groundwork has been laid in I then remove the sketch from the background and add the finishing touches.
The initial presentation to the client contained anywhere 4 concepts that I felt worked best with the impression they were looking to achieve. These first ideas were presented in black.
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