The latest logo design development has literally just been completed this morning with me submitting the set of final print and web ready PDF JPG and PNG files to the client (who I shall call K). . .
. . . and he really took the time to work with me and get exactly what he wanted. . .
Taking your time to get design development right
this design development has been a steady progression that started off with the client supplying me with . . .
. . . 3 of his own logo ideas, that he initially just wanted an opinion on which was the best . . . .
. . . . and for me to add a bit of a design touch.
. . . . unfortunately for him, and I think the opinion of any professional designer would be the same . . . .
. . . and I trust he will forgive me, these designs were pretty poor and needed a complete overhaul. . . . but on the upside, they were enough to give me some inspiration . . . .
. . . .knowing where he was trying to head . . . which is a really important part of the design development process.
. . .so I can create something closer to what you want rather than wasting valuable time working on a great design that is what you don’t want. . .
. . . and K was happy to approve the additional time, and cost, that the use of my professional design development services would involve. . .
. . . to gain the business benefits that a great professional logo design would provide.
The design development recommendation
My services were recommended to K by the lovely Christine Thomas who gave me some really useful marketing advice over coffee on numerous occasions.
I had a chat with K to establish what he wanted and his main idea was to have the name of his business over the top with a road image in the background . . .
. . . .which is . . the classic amateur mistake!
Your company name and branding emblem should be creatively designed to fit aesthetically together in such a way as if they were meant to be . . .
which is the skill of the professional providing the design development to make the project work.
. . . . .if you put text over an image then it makes it hard to decipher either properly.
Central Transport Ltd is the company and I trust by the name you can work out that is doing delivering and haulage etcetera meaning he’s on the road . . . . so it made sense to have a road image.
On the initial ideas “word file” that K submitted to me his “designs” also included 3 coloured arrows.
I selected colours from K’s word file . . . . . did some photographic research on road layouts and some sketches and text doodles for the name of the business.
As usual, it took a good while of design development before it started to look like something . . . .
. . . . but finally, I was pleased with a couple of initial ideas that I could submit to K although disappointingly for me the feedback from K was not too positive as it did not tick the boxes for the kind of road image that he had in his mind. . .
. . . a bit too graphic and not realistic enough I think. . . . Oops never mind. . . a new drawing board and some more design development required then on this one.
We had a telephone conversation and K was a little bit more understanding of my viewpoint . . . . but he also very helpfully supplied a photograph of the kind of road he liked.
so the design development was back on track and I was able to re-draw a vector image of his road photo. . . .
The design development the wording of his business very conveniently makes use of the fact that the letter t appears in all 3 of the words . . . .
. . . and they lined up nicely beneath each other around the road photo which was now design developed into a graphic emblem
. . . . By replacing each of the 3 letter t’s with a coloured arrow it created a really really nice bespoke name style in itself . . . .
. . . . however K preferred the standard text version, and, as the customer is always right . . .
From humble beginnings where K had been ready to “go” with one of his own ideas, he was now getting really involved with the design development himself . . . .
. . . . providing insightful and thought out feedback, which does not happen with most clients, who often just accept one of the design development options provided.
It makes a refreshing change for a client to really put something of themselves into the design development . . . .
and K requested specific changes and tweaks right down to the final touch . . . . going back a few more times with more corrections.
. . . and the final approval . . . “Linda the top one is spot on!”
proof that design development works in the end every time and K has a logo that is exactly what he wants . . . .
. . . but because I created it for him. . . . it is also within the boundaries of my skill and judgement of what makes a great functional logo. . .
. . . so the moral is . . . don’t be afraid to say what you want . . talk to your designer . . and listen to their advice too.
Make sure you give good feedback, ask to change the colours. . and mix and match elements of each design development they submit to you . . .
. . they cannot possibly show you every single combination and colour of every version . .but if you like the colour of draft A and the style of draft D . . . .
. . .it’s OK.
It’s your design so ask for what you want . . and it won’t turn out bad, because any designer worth their integrity won’t let it . .
. . . they will have the confidence to tell you if it’s really not going to work, and a compromise until it does.
This blog is created and written entirely by Linda Wild
Thanks for reading.