Creating a good logo requires getting the right information up front, so designers can create a look that will work for all the organization's purposes. That advice, given to attendees of NAGC's 2008 Communication School in Albuquerque, came from Gilliland Communications LLC Creative Director Collette Gilliland.
It's critical for designers to know what ideas clients have when it comes to creating a corporate identity, she says, since their buy-in will ultimately decide on what design is chosen. When working with a client, she asks these questions:
1. When you think of your organization, what images, text, color or symbols do you think of?
2. What color or colors do you think would best represent this log for your organization?
3. What imagery should be used with this logo?
4. What elements of old or existing logos would you like to see?
5. What is your idea of a timeless logo?
There are essentially four ways to design a logo, she says:
1. Pictorial (A seal)
2. Text logo (Intel)
3. Graphic element (Nike swoosh)
4. Graphic element with text (Hallmark)
Designers also need to know how a logo will be used. What will it go on? (Buildings, buses, clothing, Web sites, letterhead, etc.) How much can the client spend to produce the logo? What surfaces will the logo be used on? Is it necessary for the logo to represent what the organization does? Is it important for the public to know what the organization represents simply by looking at the logo?
Then, after the design, it is important for the organization to create graphic identity standards so the logo is used properly in all communications.
Do you like your agency logo? Did you use a similar process when you created yours? If you are in Albuquerque, what else did you take away from this session?