HOW DID YOU GET INTO LOGO DESIGN?

While at art school one of my friends asked me if I could create an identity for his startup. I found the process fascinating and since then it has been what I specialise in. I think that, as with any profession, you have to be passionate about what you do. It is for that reason that I am still enjoying my work today.

HOW IMPORTANT IS A LOGO?

Very. It is the first point of contact for a company, in that it is often what attracts their clientele. A 'look' tells you about a company in the blink of an eye and the impression of on how professional they are and if they are trust worthy.

WHAT MAKES A GREAT LOGO?

A logo is ultimately a piece of art with a message. It is therefore the concept which makes a great logo. It does not matter what product you are designing for, if the concept is not accurate then the message is lost. A logo without meaning is just a piece of art caught in the wrong medium.

DO YOU THINK A SUCCESSFUL LOGO DESIGN REQUIRES A HIGHLY PROFESSIONAL TOUCH? WE HAVE AN EXAMPLE OF ADIDAS 3 STRIPES CREATED BY ADI DASSLE HIMSELF AND NIKE'S SWOOSH, WHICH PHIL KNIGHT DID NOT LOVE BUT PICKED FOR HIS OWN RISK BECAUSE OF THE UPCOMING DEADLINE. AND YET THESE ARE THE TWO OF THE WORLD'S MOST RECOGNIZABLE LOGOS!

Not necessarily. As you point out, Nike's swoosh is world famous and the result of a last minute decision. I think it is the finish of the logo that needs to be polished but having a logo which suits the company and is in the line with it's branding will achieve the same, if not better, results than a highly stylised logo.

HOW DOES YOUR LOGO DESIGN PROCESS USUALLY FLOW? WHAT'S ON YOUR LOGO DESIGN CHECK LIST?

I advertise my past projects on my website so potential clients are able to take judgement of my work without feeling committed to using my services. They will then call or email their interest, complete my design assessement questionnaire and select a pricing package they require. This allows my brainstorming session where I do the preliminary sketching. From their I put together the first drafts and utilise their feedback to create any revisions or modifications. My design assessement survey enables me to get a broad idea of where to start then I work one-on-one with each client until I achieve a concept we are satisfied with. This approach allows both the client and I to be more flexible with the ideas rather than an overly restrictive checklist.

HOW LONG DOES THE LOGO DESIGN PROCESS TAKE? WHAT ARE THE TYPICAL CRITERIA FOR PRICING?

The logo design process takes anywhere from a week to several months. Anything is possible when it comes to creativity. It depends on the project, the expectations of the client and my inspiration.

HOW MANY REVISIONS DOES DACHE ALLOW ITS CLIENTS?

It really depends on the project's requirements but, in general, I would say 2-3 is usually enough to allow the client comparisons on which to base their decision and add some depth to the ideas I can work with.

WHERE DO YOU USUALLY SEEK INSPIRATION FOR LOGO DESIGN?

I enjoy exploring existing works, such as Picasso and Mondriaan however my surroundings are my greatest source of inspiration. Once I have ascertained the brief for a new project, I brainstorm ideas. This is usually done on my travels. I keep a notepad with me at all times to record any thoughts or concepts which strike me when I see objects or interesting shapes provided by my environment.

WHICH OF THE LOGOS YOU HAVE DESIGNED YOU'RE PROUD MOST OF ALL? WHY?

AfricanTradition is the logo which gives me the greatest pride, as it was one of my first projects. I feel I achieved a timeless piece which has proved itself by receiving multiple acknowledgements from the design community. It is a project which I am sentimental towards, as I feel it was the turning point of my career which evolved my work to the professional level which I was initially aiming for.

WHAT SHOULD ONE KEEP IN MIND WHEN THINKING ABOUT A NEW LOGO FOR HIS COMPANY?

One should consider the long term and short term goals of the company, have an understanding of the target audience and should think about the strategy of communication.

Helen Walker

Helen Walker graduated with a degree in Mass Communications and Sociology. She worked as a newspaper journalist for two years after that. Having always been interested in cyberculture and its impact on society, Helen switched to online journalism and joined Design Interviews blog in July, 2007. Ever since she's been interviewing web designers and administrating the blog. Helen is a keen movie-goer and she is also a panda lover.


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Get in touch with Helen: helen.walker4@gmail.com