Logo Design: Idea Generation

Adapted from Brand Identity Essentials:100 Principles for Designing Logos and Building Brands (Rockport Publishers)

By Kevin Budelmann, Yang Kim, Curt Wozniak

Trying to define the logo design process is a little like trying to answer the question, “How long does it take to come up with a good idea?” Some designers wrestle with a graphic identity project for a year or more. Others leave the first client meeting with a workable solution in mind.

While the timeline can be unpredictable, good designers learn to trust the creative process. Generally, this process starts with an understanding of the vision and context for the project. Next, it draws upon ideation techniques taught in design school: research, goal-oriented creative briefs, prototyping, and other innovation methods. Testing and refinement follow.

Generating a lot of ideas throughout the process can be a good way to arrive at a great solution, but volume does not guarantee quality. Developing a good set of filters for editing your ideas is an essential step for creating an effective graphic identity.

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