LOGO
DESIGN FAQ - A work in progress. Please don't take it so seriously
:)
Hello,
my name is Raja Sandhu and I am a graphic designer. I am writing
this FAQ in the best interest of my clients, myself, and hopefully
other designers. After 4 years and 1000 logos later,
I have come to the point where questions and answers are too repetitive
and time consuming for both client and designer. Rather than answering
50 emails a day individually, I think it will now be easier to address
those frequently asked questions with this page, my tongue-in-cheek
Logo Design FAQ. This list will be growing and I encourage feedback
from visitors to this page.
1.
"How much for a logo?"
By
far, the most common question. By far, the question most dreaded.
But it is the most expected and sincere question as well. I have
asked it myself.
I
often try to draw analogies to other industries in hopes for some
compassion from the prospecting client towards the difficulty in
answering this question. It's like walking into a giant car dealership
and asking the desk clerk "how much for a car?". Sounds
pretty silly doesn't it. There
are far too many factors involved in the process. I don't have a
back room where I go and 'find your size' then place a nice little
logo in a nice little white bag, along with receipt and give you
a big smile and say "here you go". I wish it were that
easy. On the other hand, if that's what you want, then I suggest
you try the dime-a-dozen logo factories online that can produce
you a 'super brand' plus 3 revisions and deliver your face to the
world in GIF format, 60 minutes later. If so, here
you go.
On
the other hand, here are some of the factors involved in my process..
Learning
about your business–
The
idea is to capture the essence. Talking with the client on what's
best for their business is the most important thing for me. Learning
about the market, the demographic, the competitor and some other
words I don't remember from marketing class right now.
I need to know what colours work for the specified industry. If
the client can't supply this information, I will do my best to find
out on my own with, often, days of research.
I
find that I spend more time talking to the client than actually designing
a logo. It used to be the other way around but I have learned what
works better now. Work smarter.
The questions can be endless, I need to do my research in order
to know what's up and create a logo that works. This
takes time, and the client rarely supplies this information apart
from a few web site links and a 2 sentence mission statement. “We
have a revolutionary product. We want to conquer the world”.
Thanks.
Learning
about my business-
From
my experience, I would guess that 80 percent of my clients didn't
know anything about the logo design process. They are mainly composed
of start-ups, small business owners or individuals. I spend a lot
of time explaining this process to them. Everything from conceptualization
to the file format of the deliverables. I have heard far too many
times clients asking "how will you drop the logo off?"
When in actuality, I simply email the vector
source files. I have worked with medium to large scale businesses
as well, usually under Non Disclosure Agreements. It's not any easier.
There is always that hot-shot 'marketing-guy' that feels he needs
to tell me that "a good logo should be easily etched in sand
using your big toe" or using red 'invokes rage'. OK, buddy.
Nonetheless, dealing with larger clients is always a fun and a learning
experience. I was asked by an 'executive' the other day if I use
an Etch A Sketch to design logos.
2.
"What's your process?"
Brainstorming
–
This
is the phase (after the above) where I bounce ideas back and forth
with, firstly my right and left brains, then with the client. This
is to to develop some sort of direction. At this point, we usually
determine if we want an illustrative logo, a simple mark, customized
lettering, ornate decals, a mascot, or simply a word mark.
Preliminary Sketching -
With
all the above info in hand, I have enough ammo to hit the sketch pad.
I will do this in the oddest places and at the oddest times. I once
immediately got off the highway while driving, to draw a logo concept
that came to me, that I just had to get on paper. I draw with shapes
and letters until I create something that I think could work as a
business identity. I then decide it should be moved over to the digital
stage where I open up Adobe Illustrator and begin perfecting my conceptual
doodles. Sometimes I will sit there just scratching my head for an
hour. Sometimes I will have a eureka moment and with divine intervention
a great idea strikes and we have a winning logo. But most of the time
I am suffering from ADD. Seriously though, this is the time-frame
that is the most difficult to quantify. Sure, I can slap a swoosh
and ball next to your company name and make you think I work super-fast
just to buy more time, but I don't do that.
Initial
Logo Drafts –
Here’s
the only moment the client really cares about. All that mumble-jumble
above, face it, no one cares. Nothing is more critical than a cool
looking logo. I
create a project page (private URL) for the client where they can
monitor the progress and status of the project. All concepts are presented
here along with all revisions and modifications. This is where knowledge
comes to fruition. This is where I get the clients feedback. Probably
the second most important part of the entire logo design process.This
is the stage where I will hear things like “I love this logo,
but can we see a different symbol and can you try a different font?”
Gee, thanks. They basically said it sucks in a polite way. In seriousness
though, this is where we make tweaks to my original concept. Common
requests range from, “can I see that in orange”, “how
would it look if you put the lettering below the icon”, “needs
more lens flare”, to "Do you have a refund policy?"
:(
Revising
and Modifying –
I don’t really know the difference between those two words but
let’s just carry on. It makes it look like double the work when
I mention them to the client. After making the changes (which sometimes
I am totally against – but, hey, the client is always right)
I present the newly revised logos. This stage, again, like the sketching
stage, is often difficult to quantify since it is a back and forth
process and the progress depends on both parties.
Revising
and Modifying –
Rinse,
repeat.
Finalizing
–
Once
a logo has been chosen, I request the rest of the payment, before
handing over the source files. Once the deliverables are in the clients
hand, I also walk the through the printing process, plus inform them
of the several different file formats and where and how they should
be used.
So
yeah, there are many factors involved in giving a quote. Here is
some criteria for good logo designs, as said by the genius, John
Langdon
* Appropriate - They must embody and convey a
feeling that represents the nature of the industry at large. Logos
for a ballet company, a bank, and a produce distributor should look
dramatically different.
* Distinctive - They must distinguish and separate the individual
company from the competition. An appropriate look that does not
draw attention to the unique qualities of the business it represents
only serves to support the industry as a whole, and will most likely
draw business toward the leader in the field.
* Attracting/Attractive - In general, pleasing aesthetics serve
any business well. However, the qualities that attract the target
consumer may not always overlap with conventional standards of attractiveness,
and so “attracting” may occasionally take precedence
over "attractive."
* Readable/Understandable - Obviously, if letters and words are
involved, the consumer must be able to decipher them. But the same
is true for pictorial, symbolic, and abstract images. The image
must not only portray what the designer and client intended, but
every effort must be made to not convey any unintended ideas as
well. A word of caution: the more abstract a logo is, the more it
is like a Rorschach test. And it's very hard to predict what every
viewer will see.
* Functional - A logo must perform with equal strength and effectiveness
in each of the numerous places it will be used. It must work on
the side of the company truck and the business card. It must retain
its integrity in crowded environments of competing graphics and
colorful distractions. It must work in one color printing and on
low-definition TV and computer monitors. These extreme and varied
demands usually call for simplicity in design.
The
most important thing I can say here is that the end result will
be only as good as the clients input. It's a team effort.
The video below
shows another designer's process
3.
"What’s the turn around time?"
Hopefully
you have read #1 and 2. That should let you know that this is not
an instant process nor should it be. I am not saying that it can’t
be though. Anything is possible when creativity is involved. I generally
give 1-2 weeks to show some initial logo concepts. Another 1-2 weeks
to revise and modify. 1 week to finalize. That is the general safe
window I give to clients. Some projects are completed in a week others
take months. What I let the client know first hand is that I am usually
working on 10-15 projects at a time and I spend a few hours a day
per project. Rushing never creates a good corporate identity.
<sarcasm>
4.
"I know exactly what I want, but I don’t have Photoshop,
can you make it for me?
My
job is not to be someone’s ‘Photoshop’ puppet.
Just kidding. If you know exactly what you want, then I am really
not your guy to be honest, it wouldn't be your best value. Use the
money I’d charge you and …. Get Photoshop :D
5.
"Can you make me a swoosh like Nike’s but just put my
name underneath?
I
wish you the best of luck in your future plans, brother.
Honestly
I place more credibilty on business owners and/or young entrepreneurs
to know the basics of copyright law.
6.
"xxxxWorx.com charges less than what you quoted, can you beat
that price?
I
am not here to compete, I choose my projects and I value my work.
However, I don’t have a staff of 10 artsy people and a 2 story
studio loft, fully equipped with a basketball net and lounge chairs,
so I can pass those savings on to you.
xxxxWorx.com
price would be based on their understanding of your requirement,
my experience in this field is extensive and my pricing is based
on providing the most original concept suitable to your business
and industry. I have many satisfied client's (email me for testimonials)
who can attest to having received the very best value for money
and the highest level of creativity. Budgets are important, I pay
special attention to detail before submitting a quotation.. Try
contacting a design firm with the same requirements and see what
they quote you.
7.
"Can you make me one of those web 2.0 logos?
You
mean one of these?
(I don't know where the credit goes for that logo compilation) Sure,
my pleasure, I love using gradients and the gel effect. And I wont
forget to put it on a shiny glass table! Oh, and you'll probably be
back for a new logo in 2 years, so yeah. Infact, you don't need me
at all - web 2.0
logo generator. There goes my career.
8.
"Thanks for the logo, Raja, but it doesn't look like something
from your portfolio"
I
always love this one. It’s like asking Janet Jackson to create
a hit song every time she goes to write. She can’t, some will
be hits some will not. Your company is called Bob’s Dart World
and you told me I have to use red green and black in the logo, you
said it also must contain a dartboard and a flying dart. Those aren’t
exactly the elements I work best with. The results will indicate
that. So, your logo may not always be considered my best work (that
which I include in my portfolio)
9.
"This logo doesn't show people we make toilet seats"
Are
you suggesting I draw a toilet? You shouldn't always try to say
it all with your logo. It is your identifier and should not do the
job a of an illustration or storyboard. There is so much other material
to relay your message, that is what developing your brand is about.
I always say that the busier your logo looks the smaller you are.
The biggest companies
out there have the simplest looking logos. There are some good
points brought up by Mark Bixby in his article Your
Logo Doesn't Matter (check out the rest of his site too)
Yes.
I have been very busy! So busy that I can't manage to create a web
site for myself. Client work is more important to me.
12.
"Are they all real companies?
Yes.
Just because they don’t show up in a google search result does
not mean they don’t exist. I work with local clientele that
don’t use or need the web as much as someone else may. As I
mentioned earlier, I work with a lot of start-ups. Some of them fail,
unfortunately, so that’s why you might come across an inactive
URL. Others
get auctioned off on ebay. And others, like, the the start
up that I belong to, are alive and kicking. I should take this
time to note that the logos on my portfolio were not necessarily chosen
by the client, rather they are what I feel are indicators of my best
work. Any other logos, such as fun and experimental, are noted as
such. So, if you see something you like, it just might be available.
On the other hand, I do have 'forcasted brands for sale'.
13.
"Leonard at AutoTek said you only charged him 50 bucks for
a logo?
Good
for Leonard. You are not Leonard. I may have charged him that, 4 years
ago when I first started but 4 years ago I did not know what I know
now. He also fixed my brakes. In fact, I did not know what I was doing
at all! (sorry, Leonard, I hope you don't say the same)
14.
"Where did you study?
At
the book store mostly. I have no formal training in design, but I
was a doodler all my life and always had a fascination with logos,
brands, big business, psychology, illusions…that type of stuff.
My school notebooks were covered with drawings, inside, they were
empty. I am completely self taught when it comes to design and I think
I am at step 1 of 1000. However, I did study marketing in college,
and did miserably at writing ;)
15.
"I need a killer logo yesterday, our site is going live in
2 hrs."
16.
"I just want something that looks good but for cheap”
You,
and every other person in the world.
17.
"I can only afford $50 right now, but when my web application
becomes the next big craze and I get Dugg
I can pay ‘the rest’ ”
If
I had a dollar for every time I lost out on a deal like that, I could
retire.
18.
"I am a programmer but I can't design for $h!+, could I offer
my services in exchange for yours?
For
sure. I am always open to offers. Recently I had a client provide
his programming services in exchange for my design services. It worked
out wonderfully. Right now, I got my eyes on a new laptop ;)
19.
"Now that I have this cool logo, can you also make my web
site?
Yes
I can, you can see some of my current projects being worked on
here,
and here
. Some completed projects can be seen here
and here
. There are more samples in my portfolio.
20.
"Can you make me a logo for free?.. then I can credit you
in the footer of my web site.
Please
see here
(Link contains adult language) PS: I did not create the animation
21.
"It couldn't have taken you more than 5 minutes to make
that, are you gonna charge us full price?
Legend has
it that Pablo Picasso was sketching in the park when a bold
woman approached him.
“It’s
you — Picasso, the great artist! Oh, you must sketch my
portrait! I insist.”
So Picasso
agreed to sketch her. After studying her for a moment, he used
a single pencil stroke to create her portrait. He handed the
women his work of art.
“It’s
perfect!” she gushed. “You managed to capture my
essence with one stroke, in one moment. Thank you! How much
do I owe you?”
“Five
thousand dollars,” the artist replied.
“B-b-but,
what?” the woman sputtered. “How could you want
so much money for this picture? It only took you a second to
draw it!”
To which
Picasso responded, “Madame, it took me my entire life.”
22.
"We have been using the new logo, but still don't see
no jump in sales."
OK,
some people are much better at answering these. One such person
being Andy
Rutledge...
"I
believe that the logo is the most abused, misapplied, misconceived,
wrongfully distracting element of design and business today.
I encounter too many people in business who believe that their
logo should define them. The reality is that they should define
their logo. For some reason it seems that this business fundamental
is lost on most business owners." (more)
