GRAPHICS PRO

Start Here October '22

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graphics-pro.com 63 S T A R T H E R E 2 0 2 2 How do you approach logo design? Which steps do you take first and why? So here you go, you are now facing a challenging opportunity that may push your creative brain right out of your own skull. You may have lived through this hell a few times in your past, or perhaps this is the first logo project where the perfect graphic solution isn't just popping into your head. I'm talking about the brain squeezer logo design challenges that force you to re-evaluate why you are sit- ting in that designer's chair and not living the good life as a manager at Taco Bell. Fun, simple, quick logos are easy, and we all have those gifts of enlightenment where a literal logo vision pops into our head, you cre- ate it, show it, and the client loves it. You are then "the logo design hero" for at least a week or so until the next impossible design project is plopped onto your desk, and you must prove your worthiness as a creative designer all over again. AN OUTLINE OF THE PROCESS I have used these steps since the dawn of my career nearly 40 years ago. It works very well for me, and perhaps some of the ideas may help you navigate the forks in the road and avoid the speed bumps that can upset the apple cart of your creative process. 1) Get your client to talk to you Building trust with your client is key to any successful logo design project. I'm not talking about the initial meeting where the overall project was discussed. Set up a time to talk to your client in a "logo interview" where you either provide questions or interview them to find out what they want, what they expect, and what their history or experience is on purchasing logos in the past, for other companies they may have had or worked at. Here are a few questions to work into your conversation with your client (listed at right). Do not interrogate them. is is not an FBI interview; it's a relation- ship-building meeting to hopefully allow your client to be comfort- able enough to open up to you and explain what they really want the new logo to look like. 2) Discover your clients likes and dislikes up front e spin on this option has only been around since Google and Bing images came into existence. In the olden days, we used magazine clip- pings to do the same thing. I ask the client to search online for certain keywords that will bring up images related to their industry. Logo Design Interview Questions These are questions that your client may not know all the answers to, and that's OK. The real value of the question and answer process is simply getting your client to open up and talk about their business, their hopes, dreams, goals, ambitions and their emotionally or financially driven passions for their new business. 1) Have you ever hired someone to design a logo? 2) If it went well, why aren't you using that designer again? 3) If the process was less than optimal, what happened? 4) What lessons did you learn from that experience? 5) What is the most unique benefit of your service/product? 6) Why is that benefit important for your customer? 7) How often does your customer use your service/product? 8) What are the reason(s) your customer is your customer? 9) What forms of marketing/advertising do you feel work best? 10) Which advertising brings in the most sales/customers? 11) How much effort is placed on social media advertising? 12) Do you have an in-house designer for that? 13) Describe your ideal customer - and why? 14) What is the economic profile of that customer? 15) Is the average customer "all business" or "fun and games"? 16) Describe their compliments and or complaints?

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