Logo ideas usually come from a practical source such as a business plan,
taking inspiration from the target audience and tangible attributes from
the product or service being branded. Sometimes the original thought is
a sketch by the client or their “artistic” 7-year-old family member.
However, the best visual branding designs pull from many unseen
influences. A good designer will pull from a variety of pop-culture,
life-experiences, and current events. This isn’t surprising, taking into
account that most designers are like a sponge when it comes to sources
for inspiration.
Professional designers shouldn’t be overly influenced by their personal
interests when considering a logo design. Designers get paid to solve
other people’s problems, not chase down our own artistic pursuits. On
the other hand, designers who become indistinct from business people run
the risk of losing a creative dominance, so finding a balance is essential.
Attempting to describe the process of logo design is similar to trying
to answer the question, “How long will it take to generate a good idea?”
Some designers wrangle with a visual branding project for almost a year
or longer. Other designers will have a workable solution in mind after
the first client meeting. Because timelines can be dubious, designers
learn to trust a creative method. Usually, this method starts with the
knowledge and appreciation for the project’s vision and context. Then
the designer draws from research, goal-oriented creative briefs, and
industry trends.
Good designers prefer to not touch a computer until the idea in mind is
mostly resolved and crafted, instead sketching dozens, up to hundreds of
thumbnails. Creating many ideas throughout the creative process can be
an effective way to reach a great solution, but quantity doesn’t assure
quality. Visually and conceptually refining the idea and/or initial
artwork will follow this period of brainstorming, providing a period of
careful evaluation and resolution before being considered for a logo
design option.
