1. logo workflow guide Yes
Use this
flow chart But
Create the perfect logo every time OK, well be to help you Some logos work
No decide... Sort of because they’re tough to
with this johnson banks flowchart prepared to
defend OK, well A lot of logos ‘twist’
read – they make the
viewer try harder
But...
Remember, even
it good luck
with that
letters – this may be OK
(see clever/unique)
No the most famous ones
OK, double wrong (eg. Shell and the Nike
just means it’s Yes tick) started with their
Yes Maybe No Yes
doubly wrong.
Sorry
That’s fine
then
name attached
Have you Unreadable
cross-checked Yes logos are a tough
Fair enough
the design No What A readable sell, generally
– a gamble but
it might just
No against this Time to Do you
care?
do you No logotype is a
pay off
work? double-check, mean? Well, perhaps good start
Well, without I think it’s time to ring
knowing what the
and tell them No Yes
project is meant to Who’s Er, good
do, how can you Yes Yes to say? point
You might need
to see what it looks
Good work.
Go to the top of
design it? OK, just OK. Are you Will a symbol
like with type the class
asking. It’s just No sure? work to explain/
nearby
useful to think suggest what
a bit wider Is the the client does?
Well, typeface Is it so
Can you appropriate?
have you/the Does the So, is Yes No wrong, it’s
read it?
client, your right?
client worked on
the mission, vision Yes peers, your mum
it a great
logo? Do the Is it an
No
Dunno and values, and That’s great.
Be happy
and anyone two elements
balance well Yes
interesting/
unusual Experiment more
OK. Well this hasn’t then developed else important with how the pieces
Are you Yes Yes together? lock-up?
been very strategic, a brief? admire it? match together.
has it? sure that just No You’ll get there
What a logo is Yes
all that’s
do you
required? No Is it based on a piece No
No mean?
Did you design it? Is it a just a symbol?
No Er, why not? of type (a logotype)? No
Yes
This bit is tricky –
sometimes getting a
Good – it’s useful to great ‘lock-up’ can take
strike a good balance longer than you think
between ‘smart’ and
Does the
‘smart-arse’
Yes work reflect the Is it part of a larger No
overall project
Good.
Tick. and ‘fit’ with
Yes
branding/identity project?
what’s planned?
Yes
START HERE! Is it a combination of No
GrEAt
Well you
might need to Is it too Yes Is it clever? a word and a symbol? Time to
experiment a bit
do something clever?
more then Yes
about Well, some
loGo?
that brands have
Yes No Are the colours No
Was
that on broken through with
Well, time
to try harder,
Does
it need Is it unique? appropriate? purpose? unusual colours: More
Th>n is green;
don’tcha to be? Yes Orange is, er,
think? orange
Yes
No Are you Is it time-proof? That’s
That’s fine – sure? Have
you checked Does it work in Is the
sector
good. Colour
straightforward No choice is now
But can be good in hundreds
of books and
No black and white? colour
No
up to you and
No coded? your client
Straightforward
can sometimes
the web? Yes Will it animate well?
equal dull, too Does it work at different Is that
Yes
Wow. What Does it scales and sizes? Yes an issue?
Have Yes
do you matter? Does No Will the client Good -
That was said you avoided
No with some mean? it need to last
Yes
need versions
that work in one
the sector you’ll stand
You need to. certainty. You’re at least five colours? out more
Were you years? No colour? Er,
Quick. Show it to sure it won’t go Does it sorry?
Yes
people with long
briefed to do
something that out of date? need an Yes
Good.
memories and
grey hair
looked like Yes animated form, Yes Have you Good work.
Before you something Well you Yes either now or in
the future?
tested it at all
sizes from 50
Always
useful No
go much further, else? might need to Good idea No
think harder pixels to two Have Well, there’s a danger
– a moving,
it might be an idea to
start doing some Has it about this animated mark is Have you
metres wide? you got Yes you’ll look like the
then pretty much time to develop/ OK, time Are there others. Are you sure
trademark been done developed large
mandatory investigate to do some colours that keep about the colour
checks in a style which and small-use
now different work cropping up with choice?
is very ‘now’ versions in all
Mmm (and will look
No
file formats?
No
versions? competitors,
See, you wondering
now, aren’t you?
very ‘then’)?
OK fine. Go with No Well, you might
eg. banking – blue,
charity – red, etc
that whole ‘club OK, fair need to, unless one Are you sure?
flyer’ aesthetic enough. Maybe it’s particular size is Eventually
a small project and
No then all you need someone will
Yes Er, so how come
it’s not important. want to embroider Yes
it’s not unique? Yes But check, all
the same Yes a baseball cap Ok, now
Oh, sorry. OK. I like or a polo shirt you have to
Make sure
C’mon, time to
pull your finger that. Your mind’s Not sure Yes No
Great,
No decide if you want
you’re not infringing out... made up Well, ask other It might be You might need Yes time to get
That’s good. to lead, or to
on anyone’s copyright people. Take advice. an idea to start to. Eventually Brilliant.
experimenting...
No Colour choice is follow...
– could get Read some books. Look thinking about they’ll want to I’m impressed. Ok, we could now up to you and
messy later at some design classics this soon... do pencils Want a have a problem your client
and think a bit job? here...
harder...
This flowchart comes free with issue 148 of Computer Arts Projects magazine Words Michael Johnson (www.johnsonbanks.co.uk) Inspired by Should I work for free? by Jessica Hische (www.shouldiworkforfree.com)
CAP148.chart 1 3/4/11 5:30:13 PM