What is a logo?

A logo is the starting point of your whole corporate image, it is unique sign, which symbolizes the head of your brand.

As it is said in Wikipedia:
The logo (ideogram), is the image embodying an organization. Read full wiki definition…

Truth about Spec Work and designing variants for free

Before I start speaking about things, which makes a logo imperial, I would like to retell very popular type of collaboration between a designer and a client.

Usually incompetent client turning to a designer expects, that executor will design some logo variants, and if any of this will be appropriate to client, he will buy it – it is not right, you know.

But, if no one of logos will be likely by client (it happens a lot of times in present design world), he will be satisfied with such a useless job and will leave you by saying: Sorry, I don’t like them! Sure he will not pay for anything at all. In this case, the question arises, why does client don’t respect designer?! Coming to a shop you can’t taste Sneakers before buying it.

This kind scenario happens in the design industry every day. Usually, young, green designers waste a lot of time on spec work with no paid. The main idea here is, that even the best designer sometimes gets negative feedback, but only new once gets self-concept drops. In other words, designer gets a lot of self-concept drops when growing, just because he can’t rate his job in appropriate way.
Therefore, I don’s simply suggest, I insist to keep clear of spec work by building a stable “airbag” every time you set an agreement with a client. This “airbag” stop will always cover hours spent on development. A designer should not have to invest time and resources with no guarantee of payment! So, guys, try to avoid spec work, because this one will not gain as much experience as lost positive attitude to a subject.

There is a little comic about spec work you’ll be keen on:
http://freelanceswitch.com/freelance-freedom/freelance-freedom-43/

Do you want that for 5 dollars?

Now, we have seen some negative aspects of spec work and let’s think about criteria, which every great logo should stand for. As a matter of fact, we design our logo with quality and soul or just try to perfect our skills by this way.
After consulting with some professional designers I understood the best logo is that one, which:

• is easy to remember and clearly identifiable;
• leaves a positive impression of purposeful;
• is also effective without color;
• gives an unique, special corporate style;
• raises your clients credibility;
• distinguishes itself with quality and professionalism.

I know, you never thought about this stuff, but logo has a great sense, which is perceived not only visually, but also mentally. And everyone should take, that designer needs to work very hard, to make necessary research, to paint sketch, to think about conception and to outline unique style to get a logo done like typed above. That is why professional designers don’t charge $5.00 for a job.

The design process of a professional logo designer usually consists of:

1. The Design Brief: They conduct a questionnaire or interview with the client to get the design brief.
2. Research: They conduct research focused on the industry itself, on its history, and on its competitors.
3. Reference: They conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
4. Sketching & Conceptualising: They develop the logo design concept(s) around the brief and research. They use creativity and know how to design a logo.
5. Reflection: They take breaks throughout their design process. This lets their ideas mature and lets them get renewed enthusiasm and receive feedback.
6. Presentation: They then choose whether to present only a select few logos to the client or a whole collection.
7. Celebration: They then drink beer or eat chocolate or sleep or start on next logo design. Or a combination.

Do you believe doing all of that costs 5 dollars?

Mutually beneficial cooperation

I hope, that after this post reading designers and clients will become friendlier to each other, they will try to collaborate punctually. I hope designers will catch, that favorable work conditions influence on job result, buildup their reputation and creates a very important “airbag” for our today’s environment!

Conclusion remarks

To compose this post I used and rechecked information from external resources (thanks to them):
- Why logo design does not cost $5.00
- Creating the Perfect Logo
- Logo, Font, and Lettering Bible

Post image from David Airey.

Participate in conversetion

Have you ever imagined, that so a lot of things, actions and tricks stays behind each fantastic logo? Do you agree, that logo doesn’t cost $5.00? How much money you shall invest in logo creation?