Join Nigel French for an in-depth discussion in this video Getting feedback, part of Designing a Logo for a Media Company.
Okay, we've met with our client to discuss the scope of the project. We found out about the client, we've asked probing questions, what does the brand name mean? What's the history, how many employees, etcetera? Who's the competition, we've researched the industry, we've done a mind map, we've done sketches, we've sat down with Illustrator and we've explored various ideas, those ideas have coalesced into three parallel tracks, in my case those tracks are angle, shape, and transparency, and type treatments.
And then for this next phase I've discarded all of those off the wall ideas those things that definitely weren't working. I don't want to overwhelm the people that I'm now going to ask for an opinion, because that's what I'm going to do next. The next thing we want to do, because we are so close to this, we need to get a second opinion, is we are going to have a focus group. This can be a formal thing that you can hire a company to arrange for you or you can just get a small group of friends whose design, opinion, and taste you trust.
And order a pizza, buy them coffee, whatever it is that you can bribe them with, and get their opinions. Print out your distilled ideas, pass them around, before they even say anything, watch for their responses. Their initial reaction will be very telling, and then ask them what they think. And you will likely get very vague answers like that looks cool, I like it, I don't like it, and it's your job to probe a bit further.
What is it they like? What is it they don't like? Are there any connotations that any of these different versions have for them? Do they remind them of anything? We want to be aware of things that look like logos that are already out there, and it's a very easy trap to fall into, and you don't know that you're falling into it, so you need somebody else to help you. And as they're giving you their feedback, annotate your own printouts and listen. And some of their feedback you may want to discard, ultimately it's you who makes the decision, but take it on board and we want to arrive at a place where we have three strong, distinct concepts, each one represented by a single compelling idea.
- Understanding what makes a good logo
- Assessing the scope of the job and your client's needs
- Developing ideas in Illustrator
- Presenting concepts to clients
- Creating print- and screen-ready logos