Creative Process

Instead of Moody Monday, I'm in the MOOD to talk about process. Creative process. 

Let's take logo design, for example. When clients come to me, (usually after seeing my website) I take down as much information about their product, service, business, clients, etc. as I can. I do ALOT of listening. And you know what? People LOVE talking about themselves and their companies, so it's a nice way to start a client relationship. My hubby The Salesman always says: "There's a reason that we have TWO ears and ONE mouth." 

Below is the beginning phase of a logo that I started last month:

After getting all the 411, I  start thinking about fonts. (That's actually a lie, since I am ALWAYS thinking about fonts. (see Alphabet Series, some here and here ) As I think, I gather. I experiment with the way a font looks in caps, small caps, upper & lower case, script, etc. I put my final contenders on a page.

In the next step, I think about what symbols, graphics or ornaments could express the company mission, in unison with the font. It's like bringing together the ingredients of a recipe. 

I usually come up with 20 different logos, including different variations of logos. Many designers feel like they can keep things in check, by giving clients fewer choices. I disagree. I pursue the creative process until every drop has been squeezed out. I get it all out of my system. Then I hand-pick the best ones to present to the client. It never ceases to amaze me what they end up choosing... almost never the one that I'd guess!

The truth is... most people feel uncomfortable making design choices by themselves. They take home the first round of logos and show their spouses, mother's, assistants, doormen and even their mailmen. Ha! Everyone gives an opinion.

Normally, there are 2-3 rounds of revision and perfection before the final logo is approved. Like magic, it makes an idea for a business *look* real and professional. It makes a dream come true for somebody. It's part of why I love my work.

Above, is a few of the original first-round logos I did for a cement importer. In this case, I was in complete agreement about his choice. Very little was done to revise the first sketch, before final approval. (We made the black panel a dark grey, and the client decided to go plural on the cement.)

In the next phase, I work on the various things that the client needs to move forward. Business cards, letterhead, pocket folders, brochures, signage, electronic catalogs, hang tags, email blasts, menus, etc.

Here is an example of a sheet of business card layouts. It's fun choosing paper samples and printing styles. In this case the client wants embossing on craft-paper style card stock. I'll show you guys the finished product after it prints. Any questions?

Hope I didn't bore you folks! Moody Monday will return next week, with more mood and more monday than ever before.

xoh