A logo is one of the most important aspects of branding for a company. It encompasses the entire image in a symbol and that is no easy feat.
A company is made up of many things; values and ethics, short and long term goals, customer service, well-chosen colours that represent the feel of the company, project management, continuous research into growing and evolving, relationships between clients and partners, a voice and much more. All of this needs to be compressed into a single image that can be used over and over again, placed anywhere to speak to an audience and inform them of what the company is about. It may look simple, but a logo is born through a deep and complex thought process. That’s the beauty of it and the reason why they are expensive.
Different graphic designers have their own way of working. This is a description of my process which I think most designers more or less follow.
Client puts out an advert for a logo to be designed. I send a message with an estimate and a link to my website. If client is interested, I request a brief and if there isn’t one, I send a document asking further questions such as: who is your target audience, what message do you want them to receive and is there a particular colour scheme you would like to stick to?
Inspiration comes from anywhere and everywhere. I download everything I like or anything that inspires me into a folder and go through them. Creativity is very intuitive so whichever design feels ‘strong,’ I use as a starting point to produce rough sketches of the logo.
Once I am happy with two or three designs, I create a digital copy in Adobe Illustrator. Some things I consider when doing this are:
Font style - what character does the chosen font style exude? Does it match the company’s voice? How can I adjust the text so it looks better/unique?
What colours reflect the company’s values/ethos? How will the target audience potentially react to the colour scheme?
If a company wants an image as part of their logo, this will cost more as it includes further research and decision making.
Even if the logo is a text only design, it still requires a lot of thought and decision making to get to that stage. And I can guarantee that a professional graphic designer would not have just downloaded a font style and typed up the name of the company. They would have adjusted the text in minute ways that the average person wouldn’t be able to pinpoint exactly but would notice that it looked professional overall, (such as nudging the characters so they are all perfectly aligned as downloaded font often aren’t on a dead straight lines or reducing the length of the ascenders/descenders to make the overall design look cleaner and ‘wholesome.’)