Almost all designers agree with that the initial amassing of information from the client, constitutes the most important step, either via a questionnaire or an in person interview. This is the point that you must establish your design brief.
After working on the design brief, getting to distinguish your clients’ businesses is the second crucial step in making your logo successful. Research embraces general reading on the niche itself, sometimes on its competitors, and on its history. If budgets allow, you can also go for external research as well.
This research is not really about the client’s business, but into the actual style of logo that you are going to craft. This is the point at which we seek out a style, a look, an approach or attitude, generally to attain a style or period that we are unacquainted with, or to freshen up ourselves with what is trendy, new or successful. Like you can look for the logo designs of similar businesses and review them critically. This is where you hunt for the custom logo design inspiration.
Note: Some designers actually avoid using the visual research, preferring to make use of their own mental source book, although others say that doing so, can be confining your design ideas.
Sketching & conceptualizing
Creating the logo design concept(s) is the point where creativity comes into play, here the designer must create the design by keeping the design brief and research conducted in mind. Some designers apply a napkin to sketch, some do designing on a sketchbook and some use their computers as paper, it depends on personal choice, however creating draft on a computer first up is inadvisable.
When conceptualizing, some designers are usually anxious about the image and graphic style of a piece while others attempt to convey deep meaning or certain sorts of visual puzzle. These logo designs have a bigger impact on viewer’s mind and when a designer crafts one, they know it instantly. It will be unique and add a dimension to the whole identity and to the experience.
This is the point where designers opt how to work. They either position themselves like freelancers and take orders consistent with their client’s wishes or they position themselves as a business and create a long term relationship between clients and themselves. Designers need to choose how they like to work and how to find a happy medium.