When you ask an art director or designer to create a logo, they all seem to have a different way of doing it. Whether their “method” involves sitting down with a bunch of design annuals and looking at what other people are creating or taking pictures of the client’s “environment” from which they can draw inspiration – everyone has their own method.
This post, by Chuck Green, provides insight into his methodology. A key observation, though, can be found from this quote:
To my way of thinking, designs emerge from concepts, concepts do not emerge from designs. My goal in creating a logo is, at best, to demonstrate the benefit of using the product or service and at minimum to create a visual symbol of the subject matter.
The value of a well-prepared brief for a creative team – whether they’re working on an advertising campaign, a brochure or an identity – can’t be underestimated for developing a clear position and concepts that are strategically on-target.
