Lessons
Course Introduction
02:54 2What is a Logo?
06:26 3Standard Logo Types
30:16 4Defining the Project
09:25 5Formulating a Creative Brief
03:51 6Logo Design Research
25:25 7Brainstorming: Word Mapping
28:55 8Brainstorming Logo Ideas
16:04Thumbnail Sketches
37:17 10Exploring Type Solutions
17:59 11Manipulating and Customizing Letterforms
21:58 12Drawing and Manipulating Letterforms in Illustrator
22:59 13Logo Execution Styles
09:03 14Logo Explorations in Illustrator
27:31 15Considerations for Applying Color
08:04 16Formatting Concept Work for Presentation
10:22 17Tips for Presenting to the Client
04:36 18Preparation of Final Artwork Files
13:24 19Logo Standards
12:04 20Copyright and Trademark Basics
09:10 21Contract Basics
07:26 22Final Thoughts
02:25Lesson Info
Defining the Project
So someone enquires to you about a logo design most of time now. Enquiries I get if they're not referrals from people have already worked with. They are just solicitations from social media. Um, so your first step is to communicate with the client and sort of my next point with initial contact is that you should talk to the client, because I, you know, I realized that someone would contact me and I have a project I want, you know, I need a logo, and then the next thing is like, how much do you charge? It's like, Well, they told me absolutely nothing. And so it's just becomes this, like, back and forth of OK, well, what type of isn't sorry? How many concepts do you want to see? You know, And then so you go through that I go through this, you know, this x female exchange. And so then I finally get the information that I need, and I give them the price. And it was saying I was thinking more like $ and I've just wasted a lot of time, But the thing is that, you know, um, I've got clients. I...
mean, like lines that I've never met because they're all over the country. But I've talked to him but actually clients I've never talked to. So I don't have any, you know, and I don't have an idea of you know who or what. I know where they work, but I don't have any idea who they are, and that's unfortunate. So I'd suggest that when you you know that you immediately if there's an opportunity, rather than doing an email exchange that you talk to the client cause you know, Jurgen idea who you just have a much better sense of who you're dealing with and and what they're after. So in the initial conversation, you want to both get and set the expectations for the project. Um, you want to get information for the purpose of determining if you should get involved? Um, and then if it's something that sounds appealing or you need the work, you want to use this information to formulate a proposal again, just want. Make sure that because you're you're going to run in a lot of people that are just shopping price. Unfortunately, there sort of pervasive attitude among some people that you know you can get a logo online for $5 or, you know, you go to a crowd sourcing and have 100 people give you logos for just a few $100 or that type of thing. And so that's something that you have to run up against. So questions that you'll need answers to basically there Who, What, When and why? Um, occasionally, maybe where gets in there and how so. If you've been able to research them a little bit, then you you know, you may want to be more specific than a for first few questions. But you want to know what is the core of your business? Um, what do they do? Are there things you know? Are there related things that that they do in addition to their core business? Um, why did you initiate this project? This will tell you, you know, um, if it's a start up, if you know somebody else has brought to the attention that they're locals to similar, you know? And I'm coming at this from perspective. An individual designer and mostly dealing with, like, small to medium business and start ups, those types of clients. Um, so that we give him inside. It's like, Oh, well, my brother designed this when we first started. You know, now it's were becoming successful, and, you know, we just don't We just don't look as good as we should or whatever. Um, what what are the deliverables? So what are basically what are they expecting to get? How many concepts some clients have the the attitude that they think they're entitled unlimited revision, You know that Basically, you just working, working, working, working, working, work, and work and work and work some more until you come up with something that makes them happy. And some clients, you know, you or anyone else is never gonna, you know, come up with the perfect thing that they've got in their head. But they can formulate because you're gonna wanna base your proposal on the amount of work that you do. You're gonna figure out you know what your hourly rate is and, you know, figure out based on how many concepts exactly what you're going to do, how much time it's gonna take you and then base year. Um, Fisher Price on that. It's one. The biggest factors in estimating your time in fees. How many concepts you're expecting? When are you looking to have the project completed? You know, because again, you go through that process of back and forth and you could agree on a price. And it's good. It's like, OK, when you need this and it's like, you know, two days from now you just cut out, like, 80% of the time, you know, for the stuff that you really need to do. Um and and this is actually, um I don't take a lot of time on this, but this is a point where you need to say, Listen, you how long even going without, you know, how long have you had the logo that you have, or how long have you gone out with a look gone without a logo and then say, Well, you know, it's really gonna be your benefit to do this right? And, you know, they're probably trying to meet deadlines, that they can take it to a trade show or something, and you know where or get, you know, get it, get it, apply to something to take to a conference or something. That's really kind of very temporal. And not a significant as long as long terms. This is a good opportunity to educate them a little bit. How soon with projects start and you've got a schedule, you've got to manage your time based on what you have to produce and whatever else you have going on, it's good to find out if they're ready to start because even the scenarios, whereas client agrees to do it. And then they realize that, like somebody it's keys going on vacation or they don't have all the information that is going to take them weeks to get what you know, the information that you need or what have you. But that's more for your benefit. And then this is the last question for the initial interview. What is your budget? Don't be afraid to ask that question, because, um, you know you again. You might be miles apart on what? What they think they're gonna pay and what you know what you need to make for them. Time that you need invested it right and they have ah, you know, they have a budget. They you know they may not have an exact dollar number, but they know you know in general terms what they've got to work with. And so I take the approach that you know. Well, if I know your budget, it's like then, you know, um, I can you know, I can tailor my solutions to your budget And, you know, if if the budget exceeds what you know, when I'm able to for logo design, then I could do additional. I could do applications Sanders guide Or, you know, you also you know, you want to try and get that additional work not only because actually, you know, like working with a client were heaved on the design, and branding is a little bit easier, but, you know, if I have different people working on it, it's a sort of, you know, different designers. The look of the brand is not gonna be strong because there's gonna be some consistency lost. And then, lastly, is this a good fit? If there any red flags, if you know you can tell by their personality or sometimes you know their ethical issues of stuff that you know, you really don't want to be associated with, um and then just one other thing. You know, it's not always I've done work for. You know, we're basically I donated some of my time. You know, you have to ask yourself, Is there value beyond just the job itself? Because I can point to some law goes that they did not have very good budgets. And the, you know, clients may not have been that great, but I've gotten a lot of work additional work from those marks and especially if you know, it's an area of design that you want to pursue. Like let's say it's sports design or something. Unfortunately, you can't. You know you can't get work. You can get everything of jobs with work that you don't have in your portfolio. So if it's gonna, you know, things like if it's, you know, if it's, ah, nonprofit or somebody that just doesn't, you know, that would give you the money. If I had the budget and somebody just feel, you know, you have empathy for where they're at or what they're doing, you know, then you know, sometimes it's worth investing some of your own time.
Class Materials
Bonus Materials with Purchase
Bonus Materials with Purchase
Ratings and Reviews
a Creativelive Student
It's an excellent beginning class, as is stated by the instructor during his introduction. This class has several facets, and only someone with zero knowledge would need them all. There were some really wonderful information shared on how to ferret the needed information on the clint and competition. If you are looking to better serve a client this is a great class. For those looking for an advanced class this would not be a good fit, as this is only a beginner class.
Rajat Shanbhag
It is an excellent class that has all the foundations laid out precisely and concisely. I really appreciate Tim putting in all the effort and simplifying the process for beginners and pro's alike.