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For
a veteran designer, the process is familiar. For the client,
this may be their first time.
Growing
an identity can be one of the most important and nerve wracking
decisions facing a new company, group, band or business.
It is important because a company can be forever linked
to a "logo design" , an image or a color. This is good for brand recognition
by the customer. But this can also be bad if they feel they
have been saddled with an inappropriate, poorly designed
or ugly identity.
Preparing
the client for a multi-stage process is also important.
From the outset explain to them that there will probably
be two or more rounds and the process can be a little frustrating,
but not to worry.
Define
the parameters of the logo/identity project at the first
meeting.
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•
Will the logo be used on pencils, CDs, billboards,
blimps or square stickers?
• What is the history of the company? Are they
organic, industrial, big or small? Know what they
make or do and learn a little about their history.
• Who is the target audience? What are their
likes and dislikes and demographic information?
• What is the image the client wants to convey?
What images and colors should be used and avoided?
• Can you use color?
• What is the budget?
• What is the deadline?
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Be
prepared for the parameters to change during the design
process, and brief the clients that this is a common phenomenon.
When you show them logos during the first round, tell them
to tell you exactly what they don’t like about a logo.
Also have your clients further explain what they want and
listen for key information.
For
example, a landscaping company that cuts lawns and plows
snow may not be all that different from other landscaping
companies. But knowing the two partners served together
in the military can help shape the direction of the project.
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