How To Design A New Logo
Tracing the development of a logo through its stages in an ad agency, we find this task is not usually addressed as an upfront, key feature of an overall campaign. Before any decisions are made concerning the design of the logo, agency researchers and planners work with the client in developing company and brand strategy. Positioning with its implications for image, advertising themes, objectives and goals are all discussed at many meetings between company and agency executives.The agency’s logo designer rarely is involved in developing overall strategy for the test marketing or launching of the new product. He receives the assignment to create a logo after all these critical decisions are made. Taking off from there, he brings back to the agency’s contact person several renderings of a proposed logo - different iterations but all from the same source, a single designer’s creative core.
These logo choices are then presented to the client, who may or may not be satisfied. If the budget allows, another round of logo ideas may be initiated. Time and money are expended in the back and forth process, which has layers of agency people between the client and the designer.
Cost is relative to the overall financial commitment a client makes to the agency for representation, for developing advertising strategy and implementation. Thus, fees in the thousands for logo development are not unusual.
Before the Internet made its mark on how business is conducted, ad agencies and public affairs representatives were the major sources for logo design. Not so in today’s international marketplace.
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