How to Create a Great Logo for Your Client

Logos are undoubtedly one of the most difficult projects a graphic designer can undertake. Change after change after change is usually required as the client tries to decide what they really want. It can be frustrating at the very least, but there are some things you can do as a designer to make the most out of the experience and come out on top with the perfect logo.

When a customer asks for a logo, it is usually for one of several reasons. One, they are starting a new company and need an identity. Two, they are re-branding and need a fresh look. Three, they have a logo they are not happy with, perhaps from a previous designer or often one they designed themselves. I have found these three reasons to be the most common, although that is not to say it is a complete list. Feel free to comment and give your experience.

Now the customer who is starting a new company almost always has a vision of what the logo should say. Not necessarily what it should look like but what message they want it to put out. This is very difficult for a designer with limited knowledge of the business to accomplish, and the client usually will not want to spend too much time schooling you on which direction to take it, after all, "you're the designer". As a designer, you must never copy another artist's work, obviously, but there is no harm in looking at what others are doing. No matter what industry your client is in, they have competition, and that means there are other logos for similar companies out there. Do some searching on the Internet and find examples. Let them guide you and get you started in the creative process. Always communicate as thoroughly as possible with the client, no matter how stand-offish they seem, it will benefit the design in the long run and afterwords, they will appreciate it. Let the customer view several different concepts initially, that way they have plenty of opportunity to pick and choose aspects and styles they like. This may seem like more wok initially but in the long run it will pay off. Even though it can be exhausting, let them revise the design until they are happy with it, if you try to limit this process to just a few revisions, it will not be perfect, it will not deliver the desired message as intended and it makes for an unsatisfied client. The best business promotion you will ever get for your design work will be from word of mouth. Business people who need graphic design work ALWAYS know other business people who may need design work. You will not even realize it but before you know it, you are getting cold calls from prospective clients who heard about you from a friend. At the very least you may get some additional work from the current client who now needs marketing material and stationary and so on.

Even though the other two types of clients differ slightly, the principle is the same. They may or may not know what they want and they may or may not provide frequent feedback. As a designer, you must learn to work with all types of people.

The most important advice I can give is to always meet your deadlines, no matter what. Even if the client has not provided any feedback or structure along the way, always give what you promised at the time you promised. This way, a client can never say you did not deliver on time, even if you have to go back and change some things, you have the respect of a fellow business person for attaining any milestones you agreed to.