The Design Process Steps
Although every project is different regarding scope, style and industry, the design process itself tends to remain the fairly consistent.
In the simplest terms, it comes down to understanding the client’s needs through questions and research, creating and developing the concepts, finally discussing and expanding the design into all the forms the client may need to get up and running.
In the simplest terms, it comes down to understanding the client’s needs through questions and research, creating and developing the concepts, finally discussing and expanding the design into all the forms the client may need to get up and running.
Here we go.
~ Step 1 ~
The Creative Design Brief
The first step in any professional design project is to build a creative design brief.
This helps to understand the client and their needs, we must ask questions and develop a clear understanding of their business, their industry and the issues they have been having.
This initial phase of the graphic design process is best by meeting our client. As an artist and designer, we like to get a feel for the clients passion for their business. There is much to be gathered by watching a person's reactions while they speak.
However, we will go through this process in any way the client is most comfortable – be it over the phone, through a video platform, in person, using an online design questionnaire or simply via email.
Ultimately, the purpose of the design brief is to help the designer understand the project, so the more they know, the better they can communicate through the initial design concepts.
a. – What is a Creative Design Brief?
A creative design brief is a document intended for a design or development project, created during a consultation between the client and the designer.
In our case, it is a set of questions that is typically mailed. The more complete the answers, the better we can communicate through the design concepts – so we advise clients to spend time in completing it.
b. – What Questions do we ask Clients?
The logo and branding questionnaire we use is broken down into several key areas:
– About Your Business – What does your business/product do? What problem do you solve for your customers? What about your background, product or service sets you apart from your competitors?
– About Your Customers – Describe your ideal client, What is the primary message you want to convey to your customers?
– About the Project – If you have an existing brand/identity, why isn’t it working for you? Please share three links of Brands/Logos that inspire you. What do you like best about them? Using five adjectives or short phrases, describe your brand’s desired look and feel.
~ Step 2 ~
Research & Discovery
Once the answers to the questionnaire are complete, we will go through and build up a base to work from.
Further questions may arise, which can be discussed so we best can understand the project before getting started.
a. – Client Discovery
We look into the existing business (unless it is a brand new startup) and try to uncover where they are at currently, in regards to Branding overall.
There may be facets of their business that had not been mentioned in the initial consultation, but the key point to client discovery is to understand their issues further to provide the best solution possible.
Often, the client may not know ‘why’ their brand is struggling, but to an expert brand consultant, looking to their current setup may provide meaningful answers in the graphic design process.
b. – Industry Discovery
Working in so many varied industries, learning about the particular ’niche’ the client resides in is always important.
We look at their competitors to see what they are doing – if they are doing well, we consider what they are doing right.
If they are doing things badly, we look for what to avoid to help our clients succeed.
c. – Secondary Research
If possible, we will delve deeper into the client’s existing Brand Identity, looking into their existing Brand collateral such as reports, stationery and of course, the website.
~ Step 3 ~
Logo Sketches & Brainstorming
Every great logo design starts with a sketch.
Be it a doodle on a napkin, or a carefully crafted pen crafted illustration – every project starts with on paper.
This helps to spill ideas out on paper. What looks good in your brain may not always be translated the same visually.
a. – Reference Imagery
Reference imagery is collected from the start, occasionally with assistance from the client who has sent over images that portray the look or feel of what they want communicating in the logo design.
It can be hard to describe ’themes’ or colors in words, so we recommend the client send us over some visual inspiration if they can.
b. – Quick Sketches and Basic Forms
From the very first sketch in the notepad, there may be visual icons or shapes that are appealing, and worthy of development.
At this stage, we may move to grid paper or dotted paper, redrawing and enlarging the original design, and refining with a pen for the next step.
c. – Refining the Ideas
Further development of the logo sketches may take the form of grids and lines being drawn to balance and align things correctly.
Even organic shapes can be improved with a constructed grid, be it how the logo mark could potentially sit alongside the logotype.
~ Step 4 ~
Conceptualization
At this point in the logo design process for clients, it is more a case of refining a sketch and/or idea further, by way of getting onto a computer.
The ‘idea’ is given a new viewpoint, when it can be viewed on a screen, allowing for us to observe any immediate concerns that may have been overlooked in the sketch.
a. – Creating Digital Versions from the Sketchbook
Working either with a scanner or recreating manually, the primary forms will be digitally constructed.
Having digital versions allows for quick amendments, adjustments and the ability to efficiently fine-tune the designs.
b. – Exploration in Monotone
Before colors are applied to any design, consideration of the logo must be taken in monotone black and white shades.
These are the extremes of color, light and tone or positive and negative space.
A great logo design must have the ability to look good in any format, in any output.
c. – Creating a Logotype
Once we have some rough ideas to work with for the logo mark, we will start to think about how the company name will be represented through the logotype.
We will have a general idea of the style of typeface we are looking for, such as a contemporary sans-serif or old style serif, but finding the perfect font for the job involves browsing through an extensive font library we have collected.
In order to communicate correctly, a stylistically font may be customized to fit the needs of the project.
This can be advantageous, as it further creates a unique quality to the Brand, however, expanding this out to a bespoke font may add to the costs involved.
d. – Pulling it together
Once we have a handful of typefaces that are appropriate to the Brand, we will explore how they look side-by-side with the logo mark symbols created previously.
Several chosen color palettes will be integrated into the design to see what feels like the strongest approach.
Ultimately, this part of the logo design process stages involves many comparison prints where they can be considered on one page.
~ Step 5 ~
Refinement & Client Presentation
At this point, the strongest logo concepts will be collated into a client presentation document.
We will show how the logo looks on various background colors, at different scales and alongside some logo mockups, such as a rendering of the design on a uniform or business card.
This helps the client visualize their logo in a ‘real world’ setting, rather than just central on a page.
a. – Color Scheme Exploration
Other alternative color schemes may be presented to the client at this stage, again, to help visualize the potential of the concept.
As we said before, color is very subjective, and a simple shift of hue can make the world of difference.
b. – Creating Digital Mockups
Showing how a concept could look in real life if the client were to use it on a shirt, for example, can help them see the idea itself over the visual aesthetic.
It always impresses too, so we spend some time ensuring appropriate mockups are included.
c. – Logo Design Presentation to Client
The initial logo design presentation is exported to a secure PDF format, allowing them to view on screen or print out.
Printing is always recommended as their monitor may not show colors accurately.
~ Step 6 ~
Feedback & Consultation
We advise clients to at least spend a few days, to a week, with the initial concepts, although first impressions are always worth noting.
Print them out, stick them around the house or office and let the eye be drawn to them randomly, and naturally, as your customers will do when encountering the Brand... they see it randomly.
Get feedback from trusted friends and family, including any current employees who of course will understand the Brand through their involvement.
Even if there are mixed opinions, all are valid and provide direction that allows us to improve anything that may be needed.
After that, a meeting can be arranged, or feedback can be provided via email to move forwards.
Occasionally, we will have more questions at this stage to further extract detailed feedback from the client.
a. – Discuss Logo Concepts with Client
We will spend some time discussing the concepts with the customer to gauge feedback.
The discussion may take no time at all, if the client has found one of the concepts to be perfect, to several hours if they have any uncertainties or questions that need clarifying.
It is all part of a professional graphic design process!
b. – Discuss Potential Developments the Client would like to see
Development varies considerably between projects, but overall, it is easier to develop the aesthetic side as supposed to the conceptual.
Aspects such as an alternate color scheme or typeface can change the ‘look’, but the significance or meaning behind a logo is much harder to modify.
~ Step 7 ~
Concept Developments
Based on the feedback and discussion with the client, we will look into developing and tweaking a chosen concept.
This may be minor changes to the color scheme, looking at different layouts, or presenting some alternative typefaces for consideration.
In almost every case, one concept will be perfect for the client, but on occasion, we have had to go down two chosen routes where a client simply cannot decide.
Usually, at this point, only one or two development cycles are needed, as it comes down to a color or style element.
~ Step 8 ~
Completed Graphic Design Presentation
Similar to the initial concepts presentation, this stage involves a more focused approach, where one concept has been
fully decided on.
~ Step 9 ~
Expansion to Brand Collateral
Once the final logo design has been signed off, providing that is not the end of the project based on the client’s needs.
This on the other hand is geared towards the branding package of our services.
We can move to expand the logo onto the further branding process steps.
As mentioned before, a typical example is the company stationery.
Everything from the letterheads to the business cards or marketing materials can be created with this branding service.
a. – Create Branded Stationery based on the Final Logo Design
Based on the physical location of the client, consideration has to be made of the local stationery dimensions.
A letterhead to a UK printer is very much different to that of a US-based printer.
We have created several templates that suit the global location of the customer, so it is just a case of working build the specific layouts.
b. – Expand the Branding onto Social Media Elements
From the social network profile images to the banners and headers, current dimensions are used to ensure everything looks perfect for the big reveal of the new Brand Identity to the world.
c. – Provide any Further Brand Collateral Required
This step in the Graphic Design process is always individual to the client, as not every business would need
external signage for example.
If you run a gym, you may need to be Branded with uniforms, or if you own a restaurant, menus and/or marketing
materials may be needed.
~ Step 10 ~
Final Files, Delivery & Support
The standard files consist of: .AI (for future editing if desired), .EPS / .PDF (for printing), .JPEG (for viewing) and .PNG (with a transparent background for web use).
The Vector file formats allow for the maximum range of output because you can scale the size without a loss of quality or sharpness.
This means that the same logo design that looks great on a business card will also look perfect on a billboard.
a. – Export all Final Files and Organize
The final files for a project will be neatly arranged so that the files are clear where they are to be used.
All the appropriate formats and layouts are included, along with monotone black and white versions for varied usage backgrounds.
If there is any ‘layout’ design, such as brochures or marketing flyers, files will be packaged in InDesign to include the images and fonts used, where applicable.
b. – Create Brand Guidelines Document
Brand Guidelines are just the ‘rues’ of how the Brand is to be presented to the world.
They can be passed along to a web developer who can see the exact color values quickly to be used on the website,
and what fonts are to be utilized in the content.
Similarly, these guidelines can be sent to a printer to ensure maximum accuracy when the documents are printed, through Pantone color values.
c. – Send ZIP to Client and Archive in Dropbox
Everything is zipped up and emailed to the customer, CC’ing any additional employees that may need access to the original files.
d. – Ensure Client Understands all Final Files and give Usage Instructions
We want to make sure the client knows how to use the designs they have paid us for, so we are on hand to provide immediate assistance or to answer any questions they may have, at any point in the future.
Further notes on Our Logo Design Process Steps for Branding Clients
As mentioned above, every project is truly different, that is one of the most enjoyable parts of being a Branding Agency.
Therefore, not every project will pass through every step above, instead of skipping anything that the client
may not have the budget for.
For example, if they are just looking for a professional logo design for their startup, it may not be sensible to allocate significant budget into further Branding process steps.
They may have already completed market research themselves, so that can be passed along to us, which means we can proceed to the next stage with the work already done.
~ Step 1 ~
The Creative Design Brief
The first step in any professional design project is to build a creative design brief.
This helps to understand the client and their needs, we must ask questions and develop a clear understanding of their business, their industry and the issues they have been having.
This initial phase of the graphic design process is best by meeting our client. As an artist and designer, we like to get a feel for the clients passion for their business. There is much to be gathered by watching a person's reactions while they speak.
However, we will go through this process in any way the client is most comfortable – be it over the phone, through a video platform, in person, using an online design questionnaire or simply via email.
Ultimately, the purpose of the design brief is to help the designer understand the project, so the more they know, the better they can communicate through the initial design concepts.
a. – What is a Creative Design Brief?
A creative design brief is a document intended for a design or development project, created during a consultation between the client and the designer.
In our case, it is a set of questions that is typically mailed. The more complete the answers, the better we can communicate through the design concepts – so we advise clients to spend time in completing it.
b. – What Questions do we ask Clients?
The logo and branding questionnaire we use is broken down into several key areas:
– About Your Business – What does your business/product do? What problem do you solve for your customers? What about your background, product or service sets you apart from your competitors?
– About Your Customers – Describe your ideal client, What is the primary message you want to convey to your customers?
– About the Project – If you have an existing brand/identity, why isn’t it working for you? Please share three links of Brands/Logos that inspire you. What do you like best about them? Using five adjectives or short phrases, describe your brand’s desired look and feel.
~ Step 2 ~
Research & Discovery
Once the answers to the questionnaire are complete, we will go through and build up a base to work from.
Further questions may arise, which can be discussed so we best can understand the project before getting started.
a. – Client Discovery
We look into the existing business (unless it is a brand new startup) and try to uncover where they are at currently, in regards to Branding overall.
There may be facets of their business that had not been mentioned in the initial consultation, but the key point to client discovery is to understand their issues further to provide the best solution possible.
Often, the client may not know ‘why’ their brand is struggling, but to an expert brand consultant, looking to their current setup may provide meaningful answers in the graphic design process.
b. – Industry Discovery
Working in so many varied industries, learning about the particular ’niche’ the client resides in is always important.
We look at their competitors to see what they are doing – if they are doing well, we consider what they are doing right.
If they are doing things badly, we look for what to avoid to help our clients succeed.
c. – Secondary Research
If possible, we will delve deeper into the client’s existing Brand Identity, looking into their existing Brand collateral such as reports, stationery and of course, the website.
~ Step 3 ~
Logo Sketches & Brainstorming
Every great logo design starts with a sketch.
Be it a doodle on a napkin, or a carefully crafted pen crafted illustration – every project starts with on paper.
This helps to spill ideas out on paper. What looks good in your brain may not always be translated the same visually.
a. – Reference Imagery
Reference imagery is collected from the start, occasionally with assistance from the client who has sent over images that portray the look or feel of what they want communicating in the logo design.
It can be hard to describe ’themes’ or colors in words, so we recommend the client send us over some visual inspiration if they can.
b. – Quick Sketches and Basic Forms
From the very first sketch in the notepad, there may be visual icons or shapes that are appealing, and worthy of development.
At this stage, we may move to grid paper or dotted paper, redrawing and enlarging the original design, and refining with a pen for the next step.
c. – Refining the Ideas
Further development of the logo sketches may take the form of grids and lines being drawn to balance and align things correctly.
Even organic shapes can be improved with a constructed grid, be it how the logo mark could potentially sit alongside the logotype.
~ Step 4 ~
Conceptualization
At this point in the logo design process for clients, it is more a case of refining a sketch and/or idea further, by way of getting onto a computer.
The ‘idea’ is given a new viewpoint, when it can be viewed on a screen, allowing for us to observe any immediate concerns that may have been overlooked in the sketch.
a. – Creating Digital Versions from the Sketchbook
Working either with a scanner or recreating manually, the primary forms will be digitally constructed.
Having digital versions allows for quick amendments, adjustments and the ability to efficiently fine-tune the designs.
b. – Exploration in Monotone
Before colors are applied to any design, consideration of the logo must be taken in monotone black and white shades.
These are the extremes of color, light and tone or positive and negative space.
A great logo design must have the ability to look good in any format, in any output.
c. – Creating a Logotype
Once we have some rough ideas to work with for the logo mark, we will start to think about how the company name will be represented through the logotype.
We will have a general idea of the style of typeface we are looking for, such as a contemporary sans-serif or old style serif, but finding the perfect font for the job involves browsing through an extensive font library we have collected.
In order to communicate correctly, a stylistically font may be customized to fit the needs of the project.
This can be advantageous, as it further creates a unique quality to the Brand, however, expanding this out to a bespoke font may add to the costs involved.
d. – Pulling it together
Once we have a handful of typefaces that are appropriate to the Brand, we will explore how they look side-by-side with the logo mark symbols created previously.
Several chosen color palettes will be integrated into the design to see what feels like the strongest approach.
Ultimately, this part of the logo design process stages involves many comparison prints where they can be considered on one page.
~ Step 5 ~
Refinement & Client Presentation
At this point, the strongest logo concepts will be collated into a client presentation document.
We will show how the logo looks on various background colors, at different scales and alongside some logo mockups, such as a rendering of the design on a uniform or business card.
This helps the client visualize their logo in a ‘real world’ setting, rather than just central on a page.
a. – Color Scheme Exploration
Other alternative color schemes may be presented to the client at this stage, again, to help visualize the potential of the concept.
As we said before, color is very subjective, and a simple shift of hue can make the world of difference.
b. – Creating Digital Mockups
Showing how a concept could look in real life if the client were to use it on a shirt, for example, can help them see the idea itself over the visual aesthetic.
It always impresses too, so we spend some time ensuring appropriate mockups are included.
c. – Logo Design Presentation to Client
The initial logo design presentation is exported to a secure PDF format, allowing them to view on screen or print out.
Printing is always recommended as their monitor may not show colors accurately.
~ Step 6 ~
Feedback & Consultation
We advise clients to at least spend a few days, to a week, with the initial concepts, although first impressions are always worth noting.
Print them out, stick them around the house or office and let the eye be drawn to them randomly, and naturally, as your customers will do when encountering the Brand... they see it randomly.
Get feedback from trusted friends and family, including any current employees who of course will understand the Brand through their involvement.
Even if there are mixed opinions, all are valid and provide direction that allows us to improve anything that may be needed.
After that, a meeting can be arranged, or feedback can be provided via email to move forwards.
Occasionally, we will have more questions at this stage to further extract detailed feedback from the client.
a. – Discuss Logo Concepts with Client
We will spend some time discussing the concepts with the customer to gauge feedback.
The discussion may take no time at all, if the client has found one of the concepts to be perfect, to several hours if they have any uncertainties or questions that need clarifying.
It is all part of a professional graphic design process!
b. – Discuss Potential Developments the Client would like to see
Development varies considerably between projects, but overall, it is easier to develop the aesthetic side as supposed to the conceptual.
Aspects such as an alternate color scheme or typeface can change the ‘look’, but the significance or meaning behind a logo is much harder to modify.
~ Step 7 ~
Concept Developments
Based on the feedback and discussion with the client, we will look into developing and tweaking a chosen concept.
This may be minor changes to the color scheme, looking at different layouts, or presenting some alternative typefaces for consideration.
In almost every case, one concept will be perfect for the client, but on occasion, we have had to go down two chosen routes where a client simply cannot decide.
Usually, at this point, only one or two development cycles are needed, as it comes down to a color or style element.
~ Step 8 ~
Completed Graphic Design Presentation
Similar to the initial concepts presentation, this stage involves a more focused approach, where one concept has been
fully decided on.
~ Step 9 ~
Expansion to Brand Collateral
Once the final logo design has been signed off, providing that is not the end of the project based on the client’s needs.
This on the other hand is geared towards the branding package of our services.
We can move to expand the logo onto the further branding process steps.
As mentioned before, a typical example is the company stationery.
Everything from the letterheads to the business cards or marketing materials can be created with this branding service.
a. – Create Branded Stationery based on the Final Logo Design
Based on the physical location of the client, consideration has to be made of the local stationery dimensions.
A letterhead to a UK printer is very much different to that of a US-based printer.
We have created several templates that suit the global location of the customer, so it is just a case of working build the specific layouts.
b. – Expand the Branding onto Social Media Elements
From the social network profile images to the banners and headers, current dimensions are used to ensure everything looks perfect for the big reveal of the new Brand Identity to the world.
c. – Provide any Further Brand Collateral Required
This step in the Graphic Design process is always individual to the client, as not every business would need
external signage for example.
If you run a gym, you may need to be Branded with uniforms, or if you own a restaurant, menus and/or marketing
materials may be needed.
~ Step 10 ~
Final Files, Delivery & Support
The standard files consist of: .AI (for future editing if desired), .EPS / .PDF (for printing), .JPEG (for viewing) and .PNG (with a transparent background for web use).
The Vector file formats allow for the maximum range of output because you can scale the size without a loss of quality or sharpness.
This means that the same logo design that looks great on a business card will also look perfect on a billboard.
a. – Export all Final Files and Organize
The final files for a project will be neatly arranged so that the files are clear where they are to be used.
All the appropriate formats and layouts are included, along with monotone black and white versions for varied usage backgrounds.
If there is any ‘layout’ design, such as brochures or marketing flyers, files will be packaged in InDesign to include the images and fonts used, where applicable.
b. – Create Brand Guidelines Document
Brand Guidelines are just the ‘rues’ of how the Brand is to be presented to the world.
They can be passed along to a web developer who can see the exact color values quickly to be used on the website,
and what fonts are to be utilized in the content.
Similarly, these guidelines can be sent to a printer to ensure maximum accuracy when the documents are printed, through Pantone color values.
c. – Send ZIP to Client and Archive in Dropbox
Everything is zipped up and emailed to the customer, CC’ing any additional employees that may need access to the original files.
d. – Ensure Client Understands all Final Files and give Usage Instructions
We want to make sure the client knows how to use the designs they have paid us for, so we are on hand to provide immediate assistance or to answer any questions they may have, at any point in the future.
Further notes on Our Logo Design Process Steps for Branding Clients
As mentioned above, every project is truly different, that is one of the most enjoyable parts of being a Branding Agency.
Therefore, not every project will pass through every step above, instead of skipping anything that the client
may not have the budget for.
For example, if they are just looking for a professional logo design for their startup, it may not be sensible to allocate significant budget into further Branding process steps.
They may have already completed market research themselves, so that can be passed along to us, which means we can proceed to the next stage with the work already done.
Hopefully, that helps, if you have any questions about our professional design process for
creating successful Brands. Get in touch today!
creating successful Brands. Get in touch today!
