Target in Logo Design

Nearly all designers agree that the initial accumulation of information from the client is the most important step while in the process of logo design.

I start every identity design project by acting as a “sponge” trying to absorb as much relevant information as possible about the client.

If I know who they are, it becomes far easier to make decisions about everything. Should your logo be bold? Ingenious? Cautious? Do you need a mark or just a logotype? You get the idea.

Therefore I ask my clients some of the following questions:

  • What from your perspective a visual identity must help achieve?
  • What distinguishes your company from peers in your field?
  • Where are you going in the future?


The Brief

I need to understand my client very thoroughly before I get started. So by asking more specific questions I get to know my client and his business. This is where I establish the design brief. It can be done so either by a face to face interview or a questionnaire. Logo Design is never shooting target blind-folded.

Logo Design is never shooting blindfolded

Defining a problem

I always focus on clients objectives. Making a formally successful logo is important, but making something that communicate as a base for all the client’s endeavors is critical.

I demonstrate a problem-solving approach to Logo design. I work in the service of clients and address the challenges and parameters they bring to me in they search for a visual identity.

Typical design problems may be:

  • I’m starting a new business. I need a business card and a website.
  • We’ve developed a new product and it needs a name and a logo yesterday.
  • We want to appeal to a new and more affluent market.
  • Our visual identity does not position us shoulder to shoulder with our competitors.
  • We do not present a consistent face to our customers.
  • We need to send a strong signal to the world that we are the new industry leader.


Working out a strategy

Once I feel that I have defined the problem adequately and gained sufficient knowledge of the client and of the industry or field in which they operate I begin to work out my strategy for designing an effective identity. I consider the problem as a challenge to overcome.

Logo design is a challenge

And I love challenges. Logo design challenges me to use all the magic at my command, all my skill, knowledge, vision, and ability, in the creation of a single, clear, direct image that will embody the character and aspirations of the organizations that come to me in search of identity.

Devising a solution

One of the first questions I ask myself is whether the client and their design problem will require a symbol or simply a memorable typographic treatment of the name. In other words, whether the client needs an icon or a graphic image that appears with the name or just a word-mark or logotype as a main part of the visual identity.

Short distinctive names are often enough by themselves to identify an entity as they do for “FoodieCard“. A symbol can work as a decorative visual shorthand that embodies the brand as id does for “Probasket“. In considering this questions, I begin to define the logical parameters of the eventual solution for an identity design.