Creating a Logo Design is a step by step process. Apart from design skills, logo designer needs to create a feeling through the logo motifs. There has to be a deeper meaning to the logo apart from the apparent graphics. Numerous ideas are generated. Every idea is explored and analyzed. Various streams of thought are harmoniously merged to create the personality and theme of the logo.
“I am Megha M. I have been creating logo designs for past 5 years. My work has resulted in a vast treasure of anecdotes which have enhanced me professionally. I would like to share my experience with my fellow logo designers for mutual benefits. Each step of Logo Design development is presented with written explanations and related graphics. This is a logo design for a high end Travel Company. The client wanted to have a logo design which had an Indian theme yet have universal appeal. The logo needed to have unique effect.”
Let us take each step of the logo design process and understand the complex yet enjoyable process of logo design:
Step 1 – Creation of Ideas
The logo designer let his mind roll and have a creative brain storm. This resulted in various ideas tumbling on the drawing sheet. The concepts of Taj Mahal, Peacock, Map of India, Ashok Chakra even an Elephant were explored. Each of the concepts had a flaw. Taj Mahal and elephant are done to death motifs. Anything even remotely Indian depicts one of these. Ashok chakra is interesting but unfamiliar. It can be mistaken for a wheel. It could have been developed into something more elaborate but somehow the emotional connect was missing. Map of India is not easy to handle in a graphical manner. Finally we settled down for peacock. One of the most versatile graphics with an immense aesthetic appeal. Moreover it can be modified and integrated as it has flexibility of shape and colors.
Step2-Consolidation of the idea
After finalization of the peacock theme, we needed to add an element of uniqueness to the logo. The client had requested to highlight the alphabet e in this logo design as it was major part of the name of his company – Exotique Expeditions. Our logo designer juxtaposed the peacock illustration and letter e so that he could find a way to integrate the two in a melodious manner adding to the feel and class of the logo without appearing to be jarring or incompatible.
Step 3- Improving the idea
The peacock needed to be developed and enhanced. A more abstract look was needed so that its graphic would become flexible enough to integrate with letter e or develop into a more exotic look. There are endless possibilities for Peacock drawing to be modified into beautiful artwork. Eventually our logo designer arrived at an exclusive and innovative peacock drawing which had flamboyance and a style of its own.
Step4 – Integration
This is the most crucial step which makes or mars the logo design. It is like fitting in two diverse musical notes. If they blend harmoniously then it is a melody otherwise it can result in harsh ear splitting sound. Here was the task of integrating aesthetic looking peacock with an aristocratic letter 3. Since both the graphics were created keeping in mind future blending, it was not too difficult. In fact the letter e and peacock graphic seemed to be made for each other. They fitted in each other like a glove. The resultant graphic created an exclusive icon for the company branding.
Step 5 – Stylization of the fonts
The client wanted a logo with a stylish feel as the travel company dealt with Luxury travelers who demanded nothing short of perfection. Simple or common fonts were rejects as luxury theme was expected. The normal font for letter e was converted into a more fashionable letter e with an attractive flourish. A suitable font for letter was finally selected after much deliberation. The font had its own sophistication with an aristocratic appeal.
Step 6 – The Finale
The final step is to amalgamate all the various streams of thought and design. The complete logo is built with aligning the graphics and font in a unified whole where each element not just supports but also adds to the deeper meaning of the logo. There is a factor of consistency to give character to the logo. A similar font is used in the logo name as in the icon. The result is professional, creative logo design which adds an exclusive identity to the branding.
Posted by Megha M
