Often, I get asked about my process here at Clover Road on how I go about creating a logo design. Not many clients understand the complexity of it and all the steps involved. Many times, a client may think that in just a few short hours, we could have the perfect logo for any organization. While sometimes I may wish that was the case, it isn't. Here, I thought I'd go over the process for you so all of you readers can get a better understanding.
Like most graphic design projects, it helps to break it up into smaller pieces, or phases.
Phases of the Logo Design Process
Essentially, there are four phases to every design project. Creating a logo identity is no exception. The phases are are created to organize the project into smaller, manageable components. The four phases are:
- Fact Finding
- Design Exploration
- Design Refinement
- Design Implementation
Now I'll go through each phase and break it down for you.
Phase 1 – Fact Finding
In this primary phase, Clover Road and the Client work together to collect all relevant info on the project. A Creative Brief is created. The Creative Brief is a document which outlines all project objectives and includes detailed info on: target audience, customer benefits, competition, creative considerations, desired perception, strategic focus, tone and manner, delivery dates
It is this Creative Brief which documents the business objective of the project. It serves as the determination of the successful project completion. Both Clover Road and the Client takes ownership of this document and agrees to use it as the guide in the project.
This phase is complete on final signature by both Clover Road and the Client. By signing off on the Creative Brief, both Clover Road and the Client have an invested interest in the successful results as outlined in this document.
Phase 2 – Design Exploration
Upon completion of Phase 1, Clover Road will begin the exploration stage of possible solutions to the business objective outlined in the creative brief.
Clover Road will conduct significant research on design approaches, styles, colours, typography. As well, will further explore all elements of the creative brief such as target audience, customer benefits, competition etc.
The research will lead to the first stage of concept development of the logo identity. When Clover Road is satisfied with the concepts, up to three concepts will be shown to the Client.
The concepts are usually presented in one colour only so as not to distract from the idea. The concepts are also presented in two sizes, one size will be the ideal size of a business card placement, and the second size will be an enlarged version for a detailed inspection. As well, a written rationale is provided with the logo concepts to clearly communicate the idea, it’s strengths and how it meets the business objectives laid out in the Creative Brief.
As well, a prototype stationery system (business card, letterhead, envelope) is usually presented with the logo concepts. This prototype is NOT for selection of a stationery system, but will serve as an additional resource to make a decision on the logo concept(s) by seeing it in actual use.
All concepts are usually presented in digital PDF format.
This phase is complete when the Client has made a decision on the provided concepts and is ready to provide feedback for Clover Road’s further refinement.
Phase 3 – Design Refinement
Upon completion of Phase 2, Clover Road reviews the provided feedback from the Client and uses this information to further refine the logo concepts.
Clover Road presents refined concepts with a written rationale. The Client has an opportunity for review prior to providing feedback to Clover Road.
This phase may take up to three rounds of concepts/review/comments prior to a final approval being made by the Client.
All concepts will be presented in digital PDF format. However, there may be times when a printed proof may seem more appropriate.
This phase is complete when the Client has approved a wining logo. An approval indicates complete satisfaction that the logo has met the business objective set out in the creative brief.
Phase 4 – Design Implementation
Following final designs being approved in the design refinement phase, Clover Road provides to the Client the following:
- Digital logo files in the following formats, PDF, EPS, GIF; in three sizes, in one colour and full colour
- If requested, a brand manual which details usage, do’s and don’t, guidelines for stationery, guidelines for using the logo on promotional items, colours etc. This will be provided in a downloadable PDF file format.
This phase is complete when the Client has received all digital files indicated above.
Phase 5 – Support
While this phase isn't mentioned above, it's essential to any project that Clover Road does. The Client can rest assured that Clover Road will always be available for consultation on how to apply the logo to various applications. As well, we will be available for consultation on maintaining an effective brand identity for the life of your business.
Your Experiences
So what have your experiences been with your logo identities and the process to develop them? Were they positive? Leave me a comment and let me know.
As a complementary item to this article, I have created a YouTube video which takes you into my mind as I create the logo identity for this client, so click here to check it out.
Hi Robert great stuff. Very clear and concise
Eric Laffoley,
Nice insight to your way of working. I really like that video showing your logo process. I might make a similar one after this huge project I’m doing right now.