Briefing
For this example we will assume that you (the client) are wanting to set up a new business and have to have a logo and new stationery created. Your accountant has recommended you enlist the services of a Graphic Artist to have this done. This is where I come in...
Item 1: You have contacted me to arrange an appointment to discuss what you are going to need. This meeting is often referred to as a briefing. This is usually the time where I get to ask you a few questions about what you need for your company by way of image and its associated uses.
Item 2. I provide a set package price for the creation of company logo, this price includes 3 concept designs, hopefully one of these or aspects of all three are combined to create the final logo that is presented to you on CD in a multitude of file formats ready for any application you are using.
Item 2. What do you need to take along?. Well, any scribbles you might have done, do not be embarrassed if you are not Rembrandt. Any insight into what you are thinking will help to speed up the process and possibly even save you some money.
Item 3. Give some thought to what symbols or images you may want to have your logo embody. A plumber may want a tap or wrench to form part of their logo design.
Item 4. Have some colours in mind, these will become your corporate colours. Whilst I will help determine exactly what PMS Colours will work best for you, having an idea of possibly a dark blue with maybe an orange scheme will help to direct the choices made.
Item 5. Obviously you have registered a trading name for your business, consider whether you want your business logo to have your entire business name or an acronym of it. Sometimes it is far easier for your customer to remember DMA than Direct Marketing Australia Pty Ltd.
Item 6. Consider whether you wish to have an iconic symbol to represent your company rather than the name itself forming the logo. An example of this is the Nike Logo, I am sure that everyone recognises the Nike Logo even if it is not with the word Nike.
Item 7. Consider where and how your logo is going to appear and be used. Not just on your business card, but on the side of your vehicle or embroidered or screen printed onto t-shirts etc. A simple clean design can be easily recognised in all forms of print.
Item 8. At the end of the process I will be providing you with a DVD with your logo in multiple formats. This will give you a suitable format to use in your word processing package or to give to your screen printer, offset printer, web designer etc.
Item 9. Important when you receive your logo, maintain a corporate standard right from the start. Use your logo correctly. Do not stretch it or distort it in any way that deviates from the end result that you were supplied with.
Item 10. You may wish to register your logo. The benefit of this is that no one can steal or copy your image. This is a most important step if you are going to be looking at franchising your business and do not want a competitor to be able to do something almost identical. There are costs associated with trademarking and registering, you may want to consider these as well, so enquire when you are at the briefing.
I hope that some of the above tips have been useful....
At left. The top two are the logo designs submitted to the client with the bottom one being the accepted and modified logo now used by that company.