Immerse yourself in the brand|Humayun Sajjad
Hark back to the past, urges Martin Christie of Logo Design London
Before even beginning to sketch out ideas for a logo, spend some time compiling the equivalent of an M15 dossier on your client's brand: who they are, what they do and what their demographic is.
Look at previous iterations of their logo and ask yourself what doesn't represent the brand on these. Then compile a 'dos and don'ts' checklist before your creative work starts.
"Check out all the various logos your client has employed since their company was founded," advises Martin Christie of Logo Design London. "This can be particularly interesting if they go back for many decades. You may be able to hark back to the past, if they would like to position themselves as a heritage brand, or you might be able to radically overhaul their original logo into something fresh and futuristic. This has the advantage of built-in continuity even as you present a new image."
Before even beginning to sketch out ideas for a logo, spend some time compiling the equivalent of an M15 dossier on your client's brand: who they are, what they do and what their demographic is.
Look at previous iterations of their logo and ask yourself what doesn't represent the brand on these. Then compile a 'dos and don'ts' checklist before your creative work starts.
"Check out all the various logos your client has employed since their company was founded," advises Martin Christie of Logo Design London. "This can be particularly interesting if they go back for many decades. You may be able to hark back to the past, if they would like to position themselves as a heritage brand, or you might be able to radically overhaul their original logo into something fresh and futuristic. This has the advantage of built-in continuity even as you present a new image."
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