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Logo design process overview
Step 1 - Client meeting
Step 2 - Brainstorming
Step 3 - Rough sketches
Step 4 - Draft sketches
Step 5 - Prepare artwork
Step 6 - Final artwork
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1 Client meeting
▪ What are the clients’ ideas for the logo?
Client: “I want to put these two ideas together, basically have the ‘Endless Pools’ and the ‘Swim Lessons’ merge into one indoor “Swim Lab & Rehab”. The design I have in mind is a simple line of a swimmer. I will fax the drawing to you.”
Client: “I want to put these two ideas together, basically have the ‘Endless Pools’ and the ‘Swim Lessons’ merge into one indoor “Swim Lab & Rehab”. The design I have in mind is a simple line of a swimmer. I will fax the drawing to you.”
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1 Client meeting
▪ What are the clients’ ideas for the logo?
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1 Client meeting
▪ Who are they are trying to communicate with?
Client: “We would put together lessons for swimmers of all ages and abilities i.e. triathletes to beginner swimmers in a safe controlled environment (warm water).”
Client: “We would put together lessons for swimmers of all ages and abilities i.e. triathletes to beginner swimmers in a safe controlled environment (warm water).”
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1 Client meeting
▪ How will it be used—print, web, video, etc.?
Client: “We need to produce a Web site, ads, brochures and flyers using color and black and white art.”
Client: “We need to produce a Web site, ads, brochures and flyers using color and black and white art.”
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1 Client meeting
▪ What text must be included in the logo design?
Client:“Swim Lab & Rehab”“Swim Faster: Faster”
Client:“Swim Lab & Rehab”“Swim Faster: Faster”
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1 Client meeting
▪ What key words describe the business?
- Olympic- Swimming- Water- Training- Endless pools - Swim lessons - Triathletes
- Olympic- Swimming- Water- Training- Endless pools - Swim lessons - Triathletes
- Beginner swimmers - Safe, controlled environment
- Beginner swimmers - Safe, controlled environment
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2 Brainstorming
▪ Expand list of client keywords
OlympicSwimmingWaterTrainingEndless pools Swim lessons TriathletesBeginner swimmers Safe controlled environment
OlympicSwimmingWaterTrainingEndless pools Swim lessons TriathletesBeginner swimmers Safe controlled environment
ChampionWaveFastExerciseScientificExpertDolphin-likeInstructionHands-on
ChampionWaveFastExerciseScientificExpertDolphin-likeInstructionHands-on
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2 Brainstorming
▪ Use key words and synonyms to find and develop visual elements
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3 Rough sketches
▪ Prepare logo sketches using pencil and paper
▪ Sketch variations on each idea
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4 Draft sketches
▪ Select some fonts to try out based on your sketches
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4 Draft sketches
▪ Based on the sketches prepare some graphic elements in black and white
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4 Draft sketches
▪ Combine the type and graphic elements in different ways
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4 Draft sketches
▪ Present your ideas to the client for feedback
▪ If the client is not satisfied return to step 2
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5 Prepare artwork
▪ Select sketches that you and the client prefer
▪ Choose some color combinations
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5 Prepare artwork
▪ Try different combinations of color, graphics and fonts
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5 Prepare artwork
▪ Test the designs at different sizes
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5 Prepare artwork
▪ Present these ideas to the client
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6 Final artwork
▪ Prepare versions for print, web, etc.▪ Prepare color and B/W versions▪ Test designs on a B/W printers, color
printers, web pages
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