For my logo design I knew it was important to hit certain criteria, a lot of which I was not aware of when I first started the course, therefore I knew it was important to research before I even designed any logos whatsoever. While I was designing the logo for myself, this was excellent because I know the needs of the client (myself) better than anyone else. For me, the most important part was to advertise myself as a luxury design brand, this would have significant impact of the way clients considered me and my work, it would also impact how much I could charge. I learnt by researching colour and current luxury brands certain things I needed to do create a luxury style branding. Once I had completed my initial mockups, I created computer versions and removed the ones I thought that were not appropriate, I made sure that my logo worked in black and white as I had learnt this was very important in design, next I added colour to the logos and decided between the remaining two which meant I was left with my final design which had meaning behind it. Next I added specific details to further enhance the meaning of the logo, I used the fibonacci sequence which I had researched to make smaller adjustments to the layout of the logo, and finally changed the font to create the logo I was finally happy with.
For me the most important aspect of my design was the research stage, not only did it allow me to form a meaning for the logo but also allowed me to be certain my logo was following the correct stages to get to the perfect end result. At the time I thought that colour was the most important element to the logo and I chose purple because it represented luxury, I didn’t realise at the time I was making a choice not only for the logo but for all future branding I produced. Equally, this is probably because I was focusing on the end result of creating a logo rather than the overall branding of my image.
For me, a useful idea came from my research about luxury branding and how by mixing serif and sans-serif fonts enabled me to appear to be a much higher quality designer. Initially I felt uncertainty as to whether it would work in my logo but once I started to play around with the design in Illustrator I started get a much better feel for it. By using this font scheme I have significantly changed the appearance of my logo and it now targets the audience.
I have learnt that that research and initial design design stages are the most important to the logo to ensure it has the appeal you desire. Colour and fonts are second most important, and I believe you can’t go too far wrong if you spend a lot of time on these stages. If I was to do this again though, I would try to re-imagine the the two lower sections within the logo that represent my competition because when printed, they are not as visible as it is on the screen.
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