logo design.
My approach to logo design is thorough and based on well established practices within the industry.
A moment of inspiration can come from almost anywhere and often at unexpected times. However, each of my logos have the following qualities in common.
All my logos are versatile, which means that they can be used at a range of different sizes from a favicon (favourites icon) to a large printed banner. Versatility also means they look good in black and white or colour and can be placed over photographs effectively.
They have a simple, clean appearance, which makes them easily recognisable, visually appealing and timeless. I consider both print and digital applications, paying particular attention to social media icon use.
Often my logos will also have one or multiple hidden meanings. This might be achieved by combining letters, shapes or illustrations; through the use of ‘negative space’ or a combination of all of these.
logo design process.
1. target
The first critical step is to have a discussion with the client about the purpose and target audience for their new logo. It is at this point where it is important to consider the core values of the business, what makes it unique and where it sits within the market. Budget is also an important consideration at the initial stage.
I was approached by Sarah Dando, founder of Planning for People, to design a logo for her new human resources company. The logo forms part of a complete business package which I was able to provide. She wanted a logo and visual identity which was trustworthy, professional but approachable. It needed to avoid the usual cliché stock corporate imagery and appeal to businesses of different sizes. The logo needed to be simple, recognisable and versatile for use across a range of digital and print applications.
2. research
I then spend time researching other businesses or organisations that are similar to the one I am designing a logo for. This gives an appreciation of the environment that the logo will live in but also ensures that it is unique.
In the case of Planning for People, many of the logos in the human resources market included derivations of silhouettes or outlines of people, or were simple ‘word marks’.
3. ideas
The next step is then to generate some initial ideas using paper, pencil and the computer, to present to the client based on the discussions in part 1. and research in part 2. Typography may or may not form part of the process at this point.
‘Guidance’ and ‘support’ along with offering a ‘personal, tailored service’ were all important considerations when generating ideas for Planning for People.
4. refine
Once a basic idea or style is agreed upon, I spend time refining and accurately creating the logo using professional illustration software. The development of a colour palette, typography and guidance on logo use will then be completed (if they form part of the overall brief).
The logo for Planning for People was designed, following a geometric grid to represent the P, F and P of the brand name. The larger P is cradling the smaller one to signify the care and personal support that the company provides.
5. deliver
The final part is to produce the logo in a variety of formats and iterations. This might include versions for website use, letterheads, social media icons, laser cutting or a number of other purposes.
The final logo for Planning for People included a number of different variations. The full version includes the business name and tag line. Other variations include ones for the website favourites icon and for a variety of print and digital applications.
complete business package.
A logo is often just the first step in the development of a visual identity. As an experienced designer working across a number of different disciplines, I can create a bespoke, cohesive package to cover all your business needs, including website, branded uniform, exhibition displays and more.
Please do get in touch for a no-obligation consultation to find out how I can work with you to breathe life into your business or organisation.
The business package for Planning for People included logo design, visual branding guidelines (encompassing logo, colour, type and overall visual appearance), a responsive website, stationery (including invoice template, business cards and letterhead), LinkedIn profile identity and PowerPoint presentation templates.
After running this business successfully for a number of years, Sarah has now accepted an HR position with a well known global healthcare company.
Look out for a new identity case-study coming soon.
