Details or Sample:
Logo Design 101 by Ana Maria Seaton

A potential client is interested in a logo for their business. You want the job but you have no idea where to begin. Solution, do your homework.

Ask questions. Find out if they have a logo already or if they need one from scratch. Get their name and direct number, business card, and anything they can give you that will help you get to know their business.

Ask them what their deadline is. If it is less than two weeks, decline. Two weeks is the minimum amount of time it would take to schedule meetings and do preliminaries. You may be able to do it in less than a week but you have to rely on other people"s schedules.

Set up an appointment within one week. Always verify your appointment 24 hours before your meeting. Research, take notes, make some sketches of your ideas and prep for the meeting then jump right in while the opportunity is there. The more educated you can be the better.

Keep in mind that people will see you before they see your work, so look your best even if they tell you casual. When you get there, give them your full attention. The meeting should be one-on-one with your client with minimal to no distractions.

Brainstorm. Doodle. Make a list of associated words. For example, if your client is an architect, your word list would include words like structure, construction, solid, streamline, and concrete. A logo for an architect would be built to last, having a sound structure and good form; something strong and solid looking. Use the words to help you sketch out your ideas. Play with the words; sketch the first thing that comes to mind as you read your word list, add more words.

Once you feel you have a finished product, guess again. Blow it up. Photocopy your design at 200% or higher. Now go back in and clean up your work. Better safe than sorry. Put your best work in front of them. They will most likely make changes but that is ok. Evolve. Don"t take it personally if they don"t buy the first design you show them on the spot.

Imagine your design on a billboard. Does it give an accurate representation of the company in three seconds or less? Three seconds is how long it takes to catch and keep a motorist"s attention and make a lasting memory.

Prepare three different preliminary designs for your meeting; any more than three will confuse your client. Make notes, list the pros and cons of each design on your personal copies and keep them as conversational cues. Give them copies to review with you. Sit back and listen. Watch their body language. Make sure to point out the strongest elements of each. Feel free to let them know which one is your favorite and why if they ask you.

Take graph paper and an extra mechanical pencil for sketching. If your client makes changes or selects one, make notes and schedule another meeting as soon as possible. Give yourself enough time to complete any requests. A sale at the expense of customer service will ruin a client-designer relationship.

Get a signed contract before you leave and have them sign off on your preliminaries. Take two copies of the contract with you in case you aren"t going to be near a copy machine; make sure both of you sign and date both copies. Also have the client date, print and sign their name (no initials) to the preliminaries; to make it easier you can provide those spaces at the bottom of each preliminary design sheet to make it look like more of a professional option. Include checkboxes for "approved", "declined" and "see changes". Notations help you keep track of requested changes. If there is no contract, the client signing off on your designs should be proof enough to protect you from possible look-a-likes.

Deliver your final proofs in the most appealing and functional way possible. Burn your client"s files to a CD-R disk, making sure to include the following: a copy of your client contract in .txt file format, the selected design(s) in high quality format including, but not limited to, JPEG, PNG and TIFF. Ask if your client would like a copy of the Photoshop version of the design (if applicable) so that they have access to the layers. Also include PDF proof sheets in both black & white and color of the final design in several different sizes with your contact information and the client"s copyright information.

Deliver the CD-R with a thank you card. This little extra step will help you get a future call back for your services.

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Written by: C.T.Blackstone
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