“You must be the change you wish to see in the world” – Ghandi
Using logo design as an example, I want reflect on a typical approach and demonstrate why it’s important to keep all working design roughs.
A logo is an integral part of a brand, the lynch pin that holds a brand together, communicating an identity of a business or individual; it is crucial to the perception of a business as it is generally the first thing people see.
Time is always against us and for most of us, time is money. Developing a logo can sometimes take time, a lot of time, for a lot of work can go into producing that final brand and/or graphic design.
Clients can sometimes question the end result and why not? They have every right to wonder why a single colour logo, made of one word and an icon for example can cost £700-£1000. They need proof and design roughs can provide a working demonstration of how involved a graphic designer has become in their approach to a logo.
The journey of a new logo or any other design requirement starts from the initial brief. Making notes with the first client engagement, through to the research using books, magazines, newspapers etc and of course the internet; sometimes mood boards help a designer visualise the subject and reassures a client’s faith in the designer’s approach.
It is crucial to have a clear understanding of a brief through research and questioning and the next stage might be rough concepts devised on paper or on screen, first evaluation, design development, proposals put forward, further development if necessary, final evaluation and deployment.
Often, deadlines are short and tight and exploring a potential brand might require cutting corners to successfully nail that deadline, so some of the above may not apply all the time, but research, 99.9% of the time, pays off. The more you put in, the greater the result.
However, with all the research gathered from all the sources in the world, designing can sometimes be slow at first and the first initial 5-10 roughs are usually put aside by a graphic designer; this isn’t a process of elimination, but more a process of generation. For example, there might be a specific font or a colour that grabs a designer’s attention, prompting further development.
As a graphic designer, I was often concerned about clients viewing my workings but it can provide a useful insight into the mind and day of a designer; if a client should ever questions the suitability or cost of a logo (or other Design for that matter) it’s fundamental to show ones working. The moral of the story, boys and girls, is to keep your working roughs as you never know when they’ll come in handy.
If you would like further advice on a graphic design project for your company, then please contact us and we’ll be more than happy to discuss your options.