Logo’s aren’t just logo’s. The very best logo’s have a connection and convey exactly what a company is all about, to the target audience they are appealing to. Sound complicated?? Well, Happy Creative’s Creative Director James lets you in on exactly how Happy go about creating them…
Each member of the Happy team conducts their own research into the company, their competitors and their industry. This research gives us a base to bring ideas to our patented ‘Happy Storming’ sessions. This is a free and open creative forum where each member of the team can present their ideas and thoughts. These sessions result in themes and creative ideas specifically targeted at the relevant markets. As a company and a team we all take the time to understand each and every brief. A fresh pair of eyes mean ideas really are generated early.
We sketch our ideas. This is where ideas and themes come together for the first time. This may be a small drawing to get an idea fixed on paper or it may become a process where an idea is worked on, over time to get it perfect before transferring to the next stage.
Adobe Illustrator is our application of choice for designing logos, as it is a vector graphics editor which enables scalability of design without compromising quality. It gives the designer the freedom to experiment and explore.
As a company we review the designs. We adjust, reinforce and ensure that each design meets the required brief. We feel that this period before the client sees the designs is a vital step for everyone to ‘step back’ and look at the designs with fresh eyes.
All our logos are presented in only the way we can. We always take our clients through all the rationale behind each and every different logo version.
Client feedback is essential. We want our client to love their new logo. They need to own it. Yes we create it by walking in our clients shoes, but we’ll also not rest until we’ve delivered a logo that works for them.
Once sign-off has been achieved, the logo is created in all the required file formats to meet client requirements. If required we also provide information on best uses of the logo so that consistency in how it is used is maintained. We’ll also be happy to put together brand guidelines that make it easy to keep that consistency in place.
James Chantler is Creative Director at Happy Creative