a) Understand the brief.


The first conversation between the design team and client is crucial to the entire process. Ideally, it should probably involve biscuits.


A client will explain their brand, history, future, ethos and target audience. Before the designer starts the creative process, he/she needs a thorough understanding of what the client represents, and how they want to appear to their customers. One size doesn’t fit all.


b) Do the research.


This is more than just a Wikipedia job. The designer’s understanding must extend to the industry the brand fits into. A logo needs to reflect the company’s activity, but also stand out from other brands in the same field.


c) Know the audience.


Furthermore, by exploring the behaviours and needs of the clients’ customers, the designer will be able to make creative decisions that appeal directly to the target group.


d) Get inspired.


Now the creative work really begins. The designer starts considering visual elements that match the qualities of the brand. Colours, fonts, shapes and images.


Our guys appreciate the value of trends, but know that a logo must be timeless. We draw inspiration from everything associated with the project. The product, the environment, the process.


e) Start sketching.


With a concept in mind, the designer takes their favourite 2B pencil to paper and starts sketching up possible designs. About now the average Joe would realise their limited capabilities (stick figures are not going to sell anything).


f) Ask questions.


Our design team maintain a continuous flow of conversation with the client, using feedback and ideas to direct creativity. We ask questions and we expect the client to as well.


g) Continue building.


Having developed a rough design, the designer builds on their work using graphic design software (Adobe Illustrator, Photoshop etc.) – the average Joe is now well and truly lost. The design needs to be versatile depending on where it will be seen – from business cards to large outdoor signs.


h) Wow the client.


With the client remaining at the heart of the process, it’s time to present ideas to them, pick a design, and (hopefully) wow their socks off.


i) Get merry.


Research shows that following a deadline, 31% of designers grab a beer, 22% hit the hay and 12% grab a choccie bar to celebrate. Our own design team relate.


By Angharad Edwards