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The designing process of a logo is a rather complex one. But like every other creative process, it starts out with probably rough sketches of what the logo could possiblly look like. Creative brainstorming goes hand in hand with this process, to get a sense of what the logo is and what it should represent. When a professional company or organization approaches logo designing, they design their logo with the intention to be different. Its distinctiveness is what sets their logo apart from the others. Along with that, knowing what the market looks like an d the audience aids the designing process. For example, when designing for teenagers, it is important to keep it a liitle more on the maintstream side, which is both loud and catchy. The logo for the music application “Spotify”- clearly captures both those two factors and serves its purpose as it targets the teenage market in particular. Logos such as Starbucks have gone through similar design processes. Like every other project, the designer is gvien a brief about the brand which he looks into and does extensive research on the project. Inspiration is drawn from existing designs and visual designs of potential logos follows this process with the client’s in the picture too. Communication betweent the client and the designer is what makes the designing process a success. The designer designs based on what the client desires for the brand by showcasing a few potential designs to choose from and the client gives the designer the freedom to work without any interruption. 48
RESEARCH DOCUMENT Above: A fully designed brand by top designer Bonigala for a start up coffee company situated in France. The approach taken up by this company towards producing quality cofffee beans is both scientific and artistic in nature. The coffee company had values around using natural and organic things and also uses only recycled packaging. The logo designed for this brand was a custom typeface which intergrated a design element that spoke volumes of the company stood for. Top designer Stuart Crawford designed and branded a smoothie bar and healthy food restaurant called ‘Juice Baby’ that is situated in London. The logo that embodies the brand conveys the organic and natural feel of the company. The logo went through a few iterations before reaching the final design. The logo shows off leaves in the middle that represents growth and life. It also is interpreted as a seed . The typography at the bottom of the logo aids at representing the brand which is appropriately titled ‘Fun City’.W 49
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Page 21 and 22: RESEARCH DOCUMENT DESIGNING PROCESS
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