I recently received an odd question from a client, “If you are the professional, why don’t you just give me a completed logo & website and tell me you’re done?” At first, I didn’t sense the sarcasm in his voice, but it brought up a great question. Our clients know their business and we know design & marketing; so why do we get their input anyway?
We develop the logo with the client’s initial input about their company history, services/products, brand position and competition. We then research their industry, markets and competition to make sure we make them stand apart while staying relative to the industry. After the research, we sketch concepts for the logo or website and refine the better comps via computer. After multiple internal samples and reviews with the design team, we show the client the first proof of the logo and website.
We show the client the proof and ask for their suggestions because they are the experts in their field and know their business best. And they will know subtle things that may work or backfire in their industry. The reason we like to show them the designs is because they have to see or use the design on a daily basis. The client is the one handing out the logo on their business cards, attracting clients and prospects with their website, and standing in front of their tradeshow display. Design, like art, is subjective. We can present a solid design and have a great reason for its usage, but in the end, the client has to like it.
Design is the balance of art & science as well as business & personality. Very few times in the design world does A+B=C, it’s just not that easy, but that’s what motivates us as designers. We want the design to capture the client’s grandest vision and have them literally say “Wow” when they see our work for the first time. The client needs to be excited about their logo, their website & all of their marketing materials. Without that excitement, the brand has no life and therefore the company becomes stagnant. A stagnant company is boring to their clients and uninteresting to prospective customers. That is why the client gets a say in the design process.
