The process of developing Logos in Australia is not just drawing a picture. You also need to study the target audience, understand the business objectives, find a typographic solution and think about how the image will look on different media. The success of the whole undertaking depends on the joint work of specialists with the customer.
In the article, we will step by step analyze the process of working on Professional Logos – from a meeting with a client to receiving a ready-made brand name. Let’s see what pitfalls both the contractor and the customer will face.
We delve into the nature of business
It is with questions to the client that logo development begins. The corporate identity or Logos in Australia tells the story of the brand – behind the colors and forms are always words that the viewer reads at the level of emotions. Therefore, any clues come in handy.
Designers Interrogate a Client with a Passion
Communication with the client is an unobvious part of the design work, but it is very important. The slightest misunderstanding at this stage will make all further work senseless. It is usually easy to deal with large customers, where managers have the statement of technical specifications for a variety of specialists brought to automatism. Sometimes there are small business owners who have worked a lot with designers and clearly express their thoughts. Then there is nothing to worry about.
But very often the customer has a poor understanding of the design process. Accordingly, he has no idea what information is needed for the development of Professional Logos. Comes and says: “Make colors positive, expressive fonts, so that gradients and textures are everywhere!”
Customers, come with your idea!
You are immersed in your business, so many things may seem obvious to you, but in reality, this is not so. The same specialists are addressed with a variety of tasks, so all the details are important. Designers do not read minds.
It’s good if you have your ideas. Even if you do not know how to draw and have never opened a graphic editor, you still have your own vision. Let’s say you definitely don’t want the pink logo, yellow – maybe you still associate the company with round shapes, and not with sharp corners.
If you discuss the details, you might get the impression that you speak different languages with the designers, then you will be saved by examples. Pick a few other Logos in Australia that you like. Explain exactly what they hooked you on. This will help to set the correct vector in the work.
Fewer Aesthetics, More Market Research
Usually, a team works on design, which needs to think over all the information received from the customer, understand marketing tasks, and specifically imagine the target audience. Do not immediately rush to draw – it all starts with a visual concept, and the concept must be based on the interests of the consumer, the nature of the brand and the situation on the market.
Designers, Think Over an Associative Row
To specifically imagine the buyer, you will have to work not with colors and shapes. When you orient yourself in the market according to the client’s words and study those who will be addressed to your design, it would be good to fill out a list of abstracts.
Choose adjectives, nouns, verbs that will help describe the product and create the final brand name that will appeal to a certain group of people. Choose what is most important for them – technological effectiveness, comfort, speed, prestige, beauty… Even products from the same segment may differ in the set of these associations – because group A will buy a sofa to sleep on, and group B will buy it with the guests to play table games.
Behind the logo will be the mood and values of the company. If there are enough associations, for clarity it is better to make a mud board (this is a set of associations, but not in words, but beautiful pictures).
To sit down and draw a logo from scratch is very difficult, and this is not enough life, given the variety of shapes, colors, and graphic techniques. All that a designer does at first is narrowing down the task, setting a framework for himself. And to choose from shades of yellow, for example, is already much easier than from all known colors.
After discussing the mud boards with the client, you can proceed to the sketches of the Professional Logos itself. Therefore, it is good when the designer knows the basics of freehand drawing. There are a lot of ideas, there will not be enough time to bring them all to the final version. The easiest way is to fix these ideas in pencil on paper.
Even if the Professional Logos seem simple and consist of one word, all the same outline should be done. In them, you can reflect the combination of letters, height, slope, and features of the form – and it will immediately be clear which options work and which look bad. In essence, the drafts are also a study of associations, but already more detailed.
For more complex logos and sketches, more detailed ones are needed. It seems that to conditionally depict an object is easier than to draw in all details, but this is not so. For a symbol, it is important to correctly identify the distinguishing features of an object that make it recognizable. Here, look at the sketches of the logo with a light bulb.
Customers, do not Blame Designers for Their Inability to Draw
Ironically: it is entrepreneurs who are soberly looking at marketing, they understand that the tastes of Central Asia can differ from their own, and the logo should be convenient to use everywhere and for a long time.
You can give a lot of examples of very concise Logos in Australia of famous brands. Of course, there are more complex ones – it all depends on the nature of the company. But jewelry just for the sake of jewelry without a semantic load looks bad and distracts the client, who must grab the correct associative row from the picture in a split second.
Don’t Succumb to Hype
Unlike an advertising banner, infographic, interface or even packaging design, the corporate identity has a significant difference: everything will change, but the corporate identity will remain. Advertising, by definition, does not last long, the design of the site or the wrapper of the goods can be replaced relatively painlessly. But changing Professional Logos is always a difficult process.