Graphics and Lines: Logo

Ask The Experts: Logo Design Q&A

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I was recently asked by the UK based magazine, Computer Arts Projects to partake in their ‘Ask The Expert’ feature for Issue 135 ‘Create The Perfect Logo‘. Users from around the world submitted logo design related questions via Twitter to @caprojects of which I then answered for display in the magazine.<br />
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Below are the 11 original questions I answered, 8 of which are featured in the magazine, as shown below.<br />
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Computer Arts Projects: Create The Perfect Logo<br />
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Ask The Experts: Jacob Cass<br />
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As for the picture above, it did come as quite a surprise. I never expected to see such a huge spread with so much detail – hope it didn’t scare too many of you. Seeing this pic actually brought back memories of when I saw my mug of the front page of my local newspaper with the headline “Jacob, Our Top Twit”… a humbling but unexpected experience.<br />
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Anyway, on with the logo design Q&A.<br />
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1) “What are the key questions that you ask a client in order to determine the direction to go with their logo?”<br />
From Marc Davison, Canada (@RorschachDesign).<br />
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The key questions should be based around the goals of the business, product or service you are designing for. Find out what the logo is for, what it should say about the company and their main target market(s) and competitors. Ask where the logo will be used, if there is going to be a tagline and for any additional information they may have. Get to know the company so you have a solid design brief to produce the right solution.<br />
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To see the sorts of questions I ask before beginning an identity project, check out my logo design questionnaire.<br />
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2) “For you, would a tight brief from the client be a helpful focus, or more of a hindrance?”<br />
From Sharon O’Neill, Ireland (@sharononeill).<br />
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Some of the hardest briefs are the open ones, simply because you have no boundaries to work within. A tighter brief, in more cases than not, allows you to be more focused on the problem. Gather the appropriate information, do the research and ask your client questions… this will give you a tighter brief, even if you have to work for it.<br />
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3) “What do you think will be the future trends in logo design, especially in terms of typeface usage?”<br />
From Anka Asril, Malaysia.<br />
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The key in logo design is to design for longevity, not simply for trends sake. Trends come and go, so you must consider this when designing your next logo. It certainly helps to be aware of trends as it shows us where we’ve been and where we are going, but you shouldn’t be designing for trends sake. The project should be determined by the needs and desires of the client in question.<br />
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As for future trends, animation is going to play a much larger role in identifying a company so this is something to keep in mind when designing your next identity… could it be animated and if so, how?<br />
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You can view the 2010 logo design trends here.<br />
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Purple Eye<br />
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4) “Where do you get your inspiration when generating initial ideas?”<br />
From Jacob Worthy, USA (@Jakeweebz).<br />
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Inspiration comes from anywhere and everywhere and every designer will gather inspiration in their own unique way. Some designer’s go straight to their sketchpad, while others head straight into Illustrator. Other’s may head to their nearest bookstore, art gallery or creative happy place. Others browse books, magazines and websites to gather inspiration… there really is no limit. As for myself, I do a mixture of all those mentioned above.<br />
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5) “How do you pitch a logo – do you choose 2-3, hoping the client will go for the one you think is the best? How do you persuade the client on the ‘right’ choice if they’ve picked, in your opinion, the ‘worst’ logo?”<br />
From Karl Gilmore, England.<br />
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I personally just present just one concept to the client with a thorough explanation and presentation, unless I am torn very torn between two concepts or our proposal has been arranged otherwise. The job of a designer isn’t to go “Here are ten logos, pick one”. Imagine you went to a hardware store and asked the shopkeeper for a nail and they said “Here are our 30 types of nails, choose the one you like and get back to me”. In more cases than not, you’re not going to end up with the right choice. Although not a direct analogy, you can see where I am coming from. If you limit the choices to what you think is best for their business, then there is less chance for them to choose the ‘worst’ logo. Do your best to explain the reasoning behind your designs to prove that you have nailed the brief.<br />
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6) “How do you respond when the client doesn’t like the logos you’ve created, but everyone else does – fellow designers, for instance? Do you try to persuade them otherwise?”<br />
From Lampros Kalfuntzos, Greece.<br />
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Although the client is the final decision maker, you shouldn’t be designing for the client, but rather the target market(s) that was outlined in the original brief. Making the client ‘like’ a design should be supported by a through explanation of the solution(s) that you are presenting, tell them exactly why it works and how it achieves the goals as outlined in the brief. Talk about the shape, concept, colour, typography, symbolism and semiotics associated with the design. If you can do this, then more often that not, the client will see your way. If this doesn’t work, which will happen at times, ask them questions to see what isn’t working for them, go over the design brief again and see what adjustments need to be made. Ensure that your original proposal outlines what you will provide for the agreed fee, so that you aren’t forever making changes.<br />
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Tiffany Falls in Ancaster, Ontario.<br />
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7) “When starting a logo design for a new client, what are the classic pitfalls, and how can you avoid them?”<br />
From George Mackay, Scotland (@eejits).<br />
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The most common pitfall is to not ask the right questions before a project begins, which includes research on your behalf too. Before you begin your development, get as much information as you can from the client about their business, goals, target market, etc. If possible, try their service or product, visit their store – really get to know them and their requirements.<br />
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Other classic pitfalls are copying other designer’s work… it goes without saying, that you should never do this. Sure, you can borrow, take and adapt other people’s work but never directly copy a logo. The design world is a very small place, I can assure you of that.<br />
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8)  “How do you prepare files to send to your client – what size/format?”<br />
From Rochelle Dancel, Canada (@RochelleDancel).<br />
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I create a multipage PDF at either A4 or Letter size depending on where they are located – Letter size for US clients and A4 for the rest of the world. This size allows you to control the size in which the client will print their logo, which they will do. Depending on the logo, the presentation could be in vertical or horizontal format… I consider this on a project-to-project basis. I also try to show the logo in a variety of applications; colour, black & white, reversed and in context, such as on a business card.<br />
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9) “How many thumbnail ideas do you create for the average logo project? And on average, how long does a typical logo design project take?”<br />
From Gerald Irish, USA (@GVIrish).<br />
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This depends on the project requirements, how easily the ideas come, along with communication times between you and the client and various other variables. Some projects can have many pages of thumbnails, where as others may only have a few, or in rare cases, none. There is no ‘typical’ amount of time for a logo design process however I find that I complete mine within about 3-5 weeks for most clients, this allows a reasonable amount of time for research, conceptualsing, liasing, reflection and delivery. Though in saying this, I’ve had clients that needed their logo within 2 days (avoid this at all costs) and also clients that required a much more comprehensive solution, that went on for several months. Spend the time that is needed to find the right solution; it is after all, going to be the face of their company for years to come.<br />
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Notebook<br />
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10) “What would be your advice for user-testing your logo designs?”<br />
From Husam Elfaki, England (@galaxyturbo).<br />
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Getting feedback is definitely a crucial part of the design process, though you must make sure you take note of where the feedback is coming from. There are different stages of user testing, first on your initial designs, then on your final chosen designs. For the initial designs it may help to have a mixture of feedback from design professionals, the target market and various other users. Take note of how much they know about the company, the brief and product / service. When you have chosen your presumed final design, you can get feedback from others, though keep in mind, you can’t please everyone. Always respect other’s feedback, even if you don’t agree and remember to take it with a pinch of salt.<br />
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11) “How do you steer away from clichés to really nail form and meaning?”<br />
From Marc-Franç St-Pierre, Canada (@mfstp).<br />
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Logo designs are getting so similar these days which makes it vital to put the extra effort in to come up with a strong, original concept that reflects the businesses needs and desires. If you are aware of the clichés it is easier to steer away or build upon them. Stay up to date with what is happening in the branding, identity, advertising and design world so you have a solid foundation to build upon for your work.<br />
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Remember that a logo does not have to be self-explanatory, a phone company does not have to show a phone in their logo, nor does a car company have to show a car. As Paul Rand would say, “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolises. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned”. This is how you nail form and meaning.<br />
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Over & Out<br />
Hope you enjoyed this Q&A. If you have any more questions, feel free to leave them in the comments below. Stay tuned for the next issue of Computer Arts magazine, you may just see my face popping up again.</div>

Ask The Experts: Logo Design Q&A

I was recently asked by the UK based magazine, Computer Arts Projects to partake in their ‘Ask The Expert’ feature for Issue 135 ‘Create Th...

How to choose a logo designer

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With such a plethora of choice it may be hard to find the right designer for your specific needs. Below is a short guide to help you make the right choice when choosing a logo designer. These points could also be useful when hiring a web designer, graphic designer, or any designer for that matter.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjG92OqQPj7VQVZm7UE8D3W8mbvLyaUuI6_y4HIHHFDWuAMhi0Mm_0VsXaHsl6qZLrJVb5XnjV4bZMEWGHOm-7xfoLRKNTlj8sC9_s_PBP7lcxTPfOUbNtWIdMHvxIaDDvzAXclFSDzKoo/s1600/logo-logo1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="215" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjG92OqQPj7VQVZm7UE8D3W8mbvLyaUuI6_y4HIHHFDWuAMhi0Mm_0VsXaHsl6qZLrJVb5XnjV4bZMEWGHOm-7xfoLRKNTlj8sC9_s_PBP7lcxTPfOUbNtWIdMHvxIaDDvzAXclFSDzKoo/s320/logo-logo1.jpg" width="320" /></a></div>
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I don’t want this post to come across as self promotional, however, I’ve linked to my own examples to show you how I personally communicate to potential clients the value of my design work. For other designers, I hope this in turn, gives you an idea of how you too can communicate the value of your work.<br />
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In no particular order:<br />
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1. Experience</h3>
Previous identity projects will give you a good idea of what skill level your designer is at and what you can expect though this is not to say that a new designer can not produce top quality results – this point has to be considered with all of the other points mentioned below, in which case a strong portfolio is probably the best indicator.<br />
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For examples of some quality identity design, please check out Logo Of The Day, where Jeff Fisher and I feature a new talented logo designer every day.<br />
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2. Positive Testimonials</h3>
Have they got positive testimonials from past clients and colleagues?<br />
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Ensure you check the testimonials validity which can be done by looking for a web address or even by emailing the company. It’s a good idea to check if the company even exists.<br />
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3. A Thorough Design Process</h3>
Do they have a logo design process in which they follow or are they simply producing logos like fast food? A typical process does not take under 48 hours to complete which is why I wrote the article How NOT To Design A Logo which tells you to avoid design contests, logo factories, etc.<br />
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Think for how long your logo design will be in use – would you want that to be designed (let alone researched) in under 48 hours? Logo design is not a take away food store and this is why logo design does not cost $5.00.<br />
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There is no ‘typical’ time frame as every client will have different needs but for small and medium businesses a rough guide would be around 2 – 6 weeks.<br />
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<br />4. Awards Won / Published Work</h3>
Have they won any awards for their work? Is their work published in any books or magazines? How recognised are they in the industry?<br />
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5. A Strong Portfolio</h3>
How strong is their portfolio?   What is the make up of real to ‘fake’ logo designs? When I say ‘fake logos’ I refer to the logos made for fictional companies, rather than for real clients.<br />
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Ink Drops<br />
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6. Price</h3>
The costs of the service is usually quite evident of what you are going to receive. In most cases, you will get what you pay for but don’t take price as the only indication.<br />
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How much does a logo design actually cost? In my experience, this is the most frequently asked question and the hardest to answer. This is because every company has different needs… the best approach is to draw up a customised quote for each individual client.<br />
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7. Design Affiliations</h3>
Are they affiliated with any design associations or publications? This is a good indication of how dedicated they are to their craft though is not at all essential.<br />
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As an example, I am a member of NAPP – The National Association of Photoshop Professionals and Logo Lounge, an online gallery for logo design professionals. Other affiliations could be AIGA, HOW or even a local design group.<br />
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8. Great Customer Service</h3>
Do they respond to your emails quickly? How do they communicate & present themselves? A designer should provide great customer service throughout the whole process, from the initial email right through to after sales support.<br />
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9. Business Professionalism</h3>
Attention to detail, trustworthiness, strong communication skills and time management are all vital and go hand in hand with great customer service.<br />
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10. Appropriate Questions</h3>
A designer should ask a variety of questions to find out your needs in relation to your business goals. Questions should revolve around the companies history, target market, competitors, company goals, etc. For an example of the questions asked, check out my logo design questionnaire.<br />
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In summary</h3>
These are 10 things you should take into account when choosing a logo designer:<br />
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<li>Proven Success & Experience</li>
<li>Positive Testimonials</li>
<li>A Thorough Design Process</li>
<li>Awards & Published Work</li>
<li>A Strong Portfolio</li>
<li>Price</li>
<li>Design Affiliations</li>
<li>Great Customer Service</li>
<li>Business Professionalism</li>
<li>Appropriate Questions</li>
</ol>
</div>

How to choose a logo designer

With such a plethora of choice it may be hard to find the right designer for your specific needs. Below is a short guide to help you make t...

How to Trademark a Logo Step by Step

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Once you have selected a logo for your business, you will
want to make sure that you secure the trademark rights to that logo. Before
addressing how to secure those rights, we should define the terms “trademark”
and “logo.” You may also want to brush up on your copyright in logo design
knowledge.</div>
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A trademark is a distinctive word, name, phrase, symbol,
design, or other device used by a company or person to distinguish its products
or services from the products or services of other companies. Trademarks are
basically brands, and you can protect your trademark or brand by securing the
associated trademark rights. These rights allow you to prevent others from
using a confusingly similar trademark or brand.</div>
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A logo is a type of trademark that consists of a design that
is generally used by company or person and placed on its products or printed
material related to its services.  The
logo may be a design by itself, a design with letters or words, or a design
consisting simply of stylized words or letters. In contrast, some trademarks
consist solely of letters or words without any design, but these would not be
considered logos.</div>
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After selecting a logo for your business, you will want to
secure the trademark rights for that logo by trademarking it. Here are step by
step instructions for protecting your logo in the United States, noting that
protecting your logo in other countries is beyond the scope of this article.</div>
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Step One.</h3>
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Ideally, you will want to make sure that your logo is
available for your adoption and use. That is, you will want to make sure that
no one else is already using your logo. 
To do this, you will want to perform a trademark search. The trademark
search will tell you whether someone else has already adopted the identical or
a highly similar logo. If someone has already adopted your logo or a highly
similar logo and you proceed to use your logo, you may be infringing on their
trademark and may get sued for trademark infringement.  While you can try to perform your own
trademark search either by searching the U.S. Patent and Trademark Office’s
records or using a search company such as Thomson CompuMark, it is recommended
to hire a trademark attorney who can not only conduct the search but who can
better define the search criteria and who has the legal expertise to analyze
the search results.</div>
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Step Two.</h3>
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Once you have determined that no one else is using your
logo, you will want to secure the trademark rights to your logo. There are
essentially three ways that you can do this.</div>
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First, you can begin to acquire trademark rights just by
using your logo in connection with your products or services. However, the
rights you obtain just by using your logo are relatively limited as you only
acquire rights in the geographic area in which you are using your logo.</div>
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Second, if you are only using your logo to do business
within one state, then you can file an application to register your trademark
with the Secretary of State’s office for your particular state. However, this
will only provide you with trademark rights to your logo in that state.</div>
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The third way is to file a trademark application with the
U.S. Patent and Trademark Office. If you are planning to do business in more
than one state, then this is the way to go. 
If your trademark application is approved (i.e., registered), it will
provide you with trademark rights to your logo across the entire United States.
Regardless of the method you choose, you would be wise to consult a trademark
attorney to ensure that you are proceeding properly to ensure that you obtain
the most protection possible, as trademark applications can be rather
complicated and subject to esoteric procedures and rules.</div>
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Step Three.</h3>
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After you have acquired trademark rights to your logo, you
will likely want to protect it against the unauthorized adoption and use by
third parties. This is known as enforcing your trademark rights. The best way
to do this is to have a “trademark watch” in place. A trademark watch will alert
you when third parties start using a logo that is too close to yours. You will
then be able to decide whether you need to take action such as sending a cease
and desist letter or instituting a trademark infringement lawsuit. You can
order a trademark watch yourself through companies such as Thomson CompuMark,
but it is probably wiser to hire an attorney to put the watch in place as the
attorney will have the expertise to advise you when it makes sense to object to
another party’s use of a particular logo.</div>
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If you follow the above steps, you should successfully
legally protect and enforce your trademark rights in your logo.</div>
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How to Trademark a Logo Step by Step

Once you have selected a logo for your business, you will want to make sure that you secure the trademark rights to that logo. Before ad...