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# tactiq.io free youtube transcript
# UNLOCK Pro Logo Design Secrets with my Entire Logo Design Process! [EP 2/44]
# https://www.youtube.com/watch/2rMbRW2zU7E

00:00:00.200 When I was a young designer,
00:00:01.740 I used to stress when itcame to the design process,
00:00:04.820 especially with logo design.
00:00:06.930 I was always anxious aboutwhat to do, in what order
00:00:10.130 and how much time to spend on each step.
00:00:13.120 Stress and anxiety canreduce your creativity
00:00:16.010 and take the fun outof the design process.
00:00:18.660 So over the past 10 years,
00:00:20.440 I have been really focusing on my process
00:00:23.670 and refining my process
00:00:24.960 so I can be more efficient as a designer
00:00:27.200 and spend more time being creative
00:00:29.270 rather than stressing about the process.
00:00:31.880 Today, I have a really methodical process
00:00:35.020 that I have been usingfor the past seven years
00:00:37.330 as a freelance logo and brand designer,
00:00:40.010 which allows me tofocus more on creativity
00:00:43.530 and has yielded amazingresults for me over the years.
00:00:47.420 In this video, I'm going to share with you
00:00:49.740 the logo design process I use
00:00:51.950 and what we are going toundertake on this course.
00:00:55.060 So let's get into it.
00:00:56.838 (gentle music)
00:01:01.800 So here I am with adesign process checklist.
00:01:05.349 This is a document I have prepared,
00:01:07.730 and it's a document that I use
00:01:09.310 every time I undertakea logo design project.
00:01:13.040 This is a checklist that I follow
00:01:15.170 to help me stay focused andmove through my process.
00:01:18.810 On this course, we are goingto be covering each step
00:01:21.480 and crossing them off as we progress.
00:01:23.940 If you want to get a copyto follow along with,
00:01:26.100 you can get it in the course folder.
00:01:28.670 The course folder,
00:01:29.580 comes with my completelogo design solution
00:01:32.450 I will be demonstrating on this course
00:01:34.560 including all my design example files
00:01:37.120 and documents at each step
00:01:38.990 to aid your learning and experience.
00:01:41.310 The folder also comeswith design resources,
00:01:44.060 such as a logo design process checklist,
00:01:46.640 process documents and templates,a project folder structure,
00:01:50.550 color sample charts, and alogo proposal document example,
00:01:54.290 all of which you can not only learn from,
00:01:56.460 but you use in your own design process.
00:01:59.090 To get the full learning experience
00:02:01.140 and use the resources to helpdevelop your own logo project
00:02:04.500 I recommend you get the course folder,
00:02:06.620 download link with instructionsis in the description.
00:02:09.889 So with the course folder open,
00:02:11.570 click into the RESOURCES folder
00:02:13.630 and open the PDF documentlabeled LOGO DESIGN CHECKLIST,
00:02:17.480 and you will have the samedocument I have open here.
00:02:20.720 Now, you can either look at this on screen
00:02:22.580 or you can print this out.
00:02:24.870 I would recommend printing this out
00:02:26.800 because we are going to becrossing this off as we progress.
00:02:30.240 Okay, so let's take a look at this.
00:02:33.300 So when I develop my logo design
00:02:35.250 I undertake four key phases:
00:02:37.670 phase one, learn anddiscover concept territories,
00:02:41.040 phase two, visual concept and design,
00:02:43.870 phase three, visual artwork and design
00:02:46.950 and phase four, present to client.
00:02:49.740 Now, each phase is designedto compartmentalize
00:02:52.690 each crucial part of the process,
00:02:55.010 which allows me to focusand organize my time.
00:02:58.340 When I start a design project,
00:03:00.200 I will always start with phase one
00:03:02.220 and I won't progressonto the next phase two
00:03:05.170 until I am happy and satisfied
00:03:06.930 with the results from the first.
00:03:08.940 And I won't progress onto phase three
00:03:10.880 until I'm happy with the resultsfrom phase two and so on.
00:03:14.110 This process guarantees
00:03:15.820 I spend adequate time on eachkey parts in the right order
00:03:19.670 so I can initially discover ideas,
00:03:22.030 progress and develop designsand produce great results.
00:03:25.560 So before we begin our projectand stop the design process,
00:03:28.810 let's take a quick look at each phase.
00:03:31.800 So when beginning any design project
00:03:33.890 I will always start with phase one,
00:03:36.540 learn and discover concept territories.
00:03:39.140 Now, when and to take in design,
00:03:40.740 you want to avoid makingarbitrary decisions.
00:03:43.350 Good design has meaning and substance.
00:03:45.840 And this phase is all about discovering
00:03:48.170 that meaning and substance.
00:03:50.330 Young and new designers,may be inclined to jump
00:03:53.250 straight into the creativepart of the design process
00:03:56.450 and think about the end solution
00:03:58.300 as soon as they receive a brief.
00:04:00.210 But I always find taking some time
00:04:02.320 to think about the projectand discover ideas first,
00:04:05.630 can make my design solutionfar more impressive.
00:04:09.320 This initial stage of the project
00:04:11.460 can possibly be one of the most important
00:04:14.030 because here you will belooking to discover and generate
00:04:16.810 lots of ideas, which wewill be taking forward
00:04:19.540 to develop our visual designon later in the process.
00:04:23.160 The initial stage of a project
00:04:24.760 can require a fair bit of work
00:04:26.800 though the more time you spend on this,
00:04:28.760 the more you can generate
00:04:30.000 and discover cool ideas for your design.
00:04:33.090 So in this phase, I willundertake the following steps:
00:04:36.030 step one, design brief review,recap, and understand it,
00:04:40.410 step two, project research,understanding and inspiration,
00:04:44.510 step three, brainstorming,
00:04:46.930 step four, plan creative direction,
00:04:49.480 and step five, visualresearch and inspiration.
00:04:53.080 So for step one,
00:04:54.120 we'll be taking a closerlook at the design brief
00:04:57.320 where we will be lookingto get a full understanding
00:04:59.660 of the requirements and look to highlight
00:05:01.980 and extract any key bitsof useful information
00:05:04.670 that may influence any ideas
00:05:06.730 and themes to inspire apossible creative solution.
00:05:09.940 Now, they maybe occasions
00:05:11.430 where you may not be provideda brief in that case,
00:05:14.610 there are steps you cantake to build when yourself
00:05:17.230 which I will be talkingabout later in the course.
00:05:20.650 Once we have reviewed the design brief
00:05:22.530 we should have clearunderstanding of the project
00:05:24.970 and the requirements
00:05:26.290 which will give us directionon what to research next.
00:05:29.350 In step two, we willundertake project research
00:05:32.180 to expand our understanding
00:05:33.770 and learn more about theproduct company or business
00:05:36.680 and the context of whatwe will be designing for.
00:05:39.510 We have taken project research
00:05:41.510 we should then have even more insight
00:05:43.410 and understanding about the project.
00:05:46.450 In step three, we will undertakea brainstorming session
00:05:50.030 where we will take all theinsights we have learned
00:05:52.670 about the project andlook to connect the dots,
00:05:55.770 to discover and identify any meaningful
00:05:58.330 and relevant areas andterritories we can develop ideas
00:06:02.520 and base our visual designon later in the process.
00:06:06.010 With discovered areas ofinterest and territories,
00:06:08.960 we can then move into the next step.
00:06:11.240 In step four, we will planour creative direction.
00:06:14.410 Here we will get decisiveabout our creative territories
00:06:17.580 and start to plan
00:06:18.450 exactly what we will focusour design on going forward
00:06:21.790 and outline the visual research
00:06:23.550 we can undertake to inspire our design.
00:06:26.320 With our creative direction established,
00:06:28.550 we can then move into step five
00:06:30.440 where we will undertake visual research.
00:06:33.000 Here we will look toresearch visual elements
00:06:35.230 that reflect the conceptterritories established
00:06:38.400 from the brainstorming session.
00:06:40.150 Here we will research avariety of visual elements
00:06:42.780 with the aim to narrow themdown, to inspire our direction.
00:06:46.890 So the first phase is all about discovery
00:06:49.620 and the early stages of discovery
00:06:51.430 we won't be thinking of design solutions.
00:06:53.960 We will just be lookingto find anything original
00:06:56.630 or profound we can takeinto the next phase.
00:07:00.270 So once I'm happy and satisfied,
00:07:02.100 I have some good ideas andconcept territories established
00:07:05.750 I will then move on to the next phase,
00:07:08.400 phase two visual concept and design.
00:07:12.000 So this is where thecreativity really starts.
00:07:14.650 And we can begin to get hands on,
00:07:16.500 put pen to paper and have some fun.
00:07:18.910 This phase is all about taking ideas
00:07:20.960 discovered in the previous phase
00:07:22.710 and looking how theycan materialize visually
00:07:25.640 as a potential logo design.
00:07:28.220 In this phase, I willundertake the following steps:
00:07:31.160 step one, sketch ideas,
00:07:33.290 step two, refined sketches and draw scamps
00:07:36.550 and step three, compose logo formulas.
00:07:39.980 So for step one,
00:07:41.040 we will begin by sketching ourinitial logo ideas on paper.
00:07:44.770 It's here, where we willbe testing and evolving
00:07:47.150 our ideas in search of a logo design.
00:07:50.120 Here, we will be looking to explore
00:07:52.050 and experiment with our thinking,
00:07:53.940 turn our initial thoughts andideas into visual sketches,
00:07:57.320 stress test our ideas on paper
00:07:59.360 and look to identify any possibleideas and logo solutions.
00:08:03.970 During the first step,
00:08:05.130 we will be covering a lot of ground
00:08:06.950 and doing a lot of rough sketches.
00:08:09.410 Once we have spent some time sketching,
00:08:11.350 we should soon startto identify some ideas
00:08:13.770 that could lead to a logo design solution.
00:08:17.360 In step two, we will lookto isolate the designs
00:08:20.160 we think work best and startto refine our visual concepts.
00:08:24.420 Here, we can look to organizeany routes and options clearly
00:08:27.730 if we have more than one totake into the next phase.
00:08:31.260 Once we have refined our sketches
00:08:32.730 into more clear logo designs,
00:08:34.650 we will then put togetherlogo formulas in the last step
00:08:37.850 to clearly show the specific ideas
00:08:40.280 that have gone into each logo design
00:08:42.270 to communicate this visually.
00:08:44.169 So the second phase, is allabout exploring the ideas
00:08:47.180 we identified in phase one visually
00:08:49.690 and looking how our ideascan come to life visually
00:08:53.070 as a potential logo.
00:08:54.620 Once I am happy and satisfied
00:08:56.610 I have some good ideasand logo designs on paper
00:09:00.010 I will then move onto the next phase,
00:09:02.850 phase three, visualart working and design.
00:09:06.190 So this is where we focus onparticular logo design ideas
00:09:09.960 and start to develop morefinal polished artwork
00:09:13.310 in preparation to present to the client.
00:09:16.130 Here, we will be looking to craft
00:09:17.640 and refine artwork on the computer.
00:09:19.970 In this phase, I willundertake the following steps:
00:09:22.820 step one, convert sketchdesigns into vector artwork,
00:09:26.220 step two, use typography,
00:09:28.760 step three, finalize logo compositions,
00:09:31.730 and step four finalize color.
00:09:34.300 So for step one,
00:09:35.300 we will take a chosen logosketch design or designs,
00:09:38.770 and start to develop andcraft them on the computer
00:09:41.260 using creative software tools
00:09:43.200 where we will be looking to craft
00:09:44.810 the shape and form of the logo.
00:09:46.970 Now, depending on your logo design
00:09:48.730 if you choose to use a type element
00:09:51.070 we can move onto step two,
00:09:52.950 where we will add andrefine any topography.
00:09:55.970 During the first step,
00:09:57.230 we will be covering a lot of ground
00:09:59.150 and doing a lot of artwork
00:10:00.800 to craft our logo design on the computer.
00:10:03.500 As we design and craft ourlogo designs on the computer,
00:10:06.740 there may be a variety ofroutes and options that occur.
00:10:09.960 In step three, we will lookto isolate the logo designs
00:10:13.250 we think we're best
00:10:14.470 and start to finalizeour logo compositions
00:10:17.000 we want to present to the client.
00:10:18.960 Here, we will look to organizeany routes and options
00:10:21.740 in preparation to present to the client.
00:10:24.410 Finally, once all artworkhas been established
00:10:27.440 for the logo design,
00:10:28.840 we can then move into the last step
00:10:30.780 where we can focus on color.
00:10:32.780 Here, we will identifyand establish appropriate
00:10:35.710 and meaningful color choicesto apply to our design,
00:10:39.280 which will complete the logos
00:10:40.740 ready to present to the client.
00:10:43.340 So the third phase, is allabout getting onto the computer
00:10:46.810 and bringing our logo designs to life
00:10:49.170 using creative softwaretools to finalize them.
00:10:52.140 Once I have developed mylogo designs or designs
00:10:55.350 to a point I am happy and satisfied with,
00:10:57.910 I can then move on to the final phase,
00:11:00.820 phase four, present logo designs.
00:11:04.150 So once we have our logodesigns in a good place,
00:11:07.040 we will then start thinking about
00:11:08.550 how we are going topresent them to a client.
00:11:11.630 Here we will want to look athow we can make our logo design
00:11:14.590 look really impressive andmake a good impression.
00:11:18.320 This is where we will take ourfinal polished logo designs
00:11:21.150 and place them into alogo proposal documents
00:11:24.230 ready to present to a client.
00:11:26.310 In this phase, I willundertake the following steps:
00:11:28.990 step one, placed logo designsinto in-situ visual examples,
00:11:33.460 step two, create a proposal deck,
00:11:36.020 step three, present toteam members or the client,
00:11:39.750 step four, implement feedback and resubmit
00:11:43.180 and step five, deliverlogo assets to client.
00:11:46.580 So up to this point in the process,
00:11:48.820 we will have been working
00:11:50.100 a lot into the focusingon the logo design itself.
00:11:54.460 Now, when it comes to presenting
00:11:55.830 we all want to make a bigimpression and wow, the client.
00:11:59.220 A really good technique to do this
00:12:00.820 is to place a logo design in-situ.
00:12:03.950 In step one, we will place logo designs
00:12:06.130 into in-situ visual examples,
00:12:08.670 which will help the client see
00:12:09.980 how the logo design will work in real life
00:12:12.300 in a variety of sizes,
00:12:13.800 which really helps to sell a logo design.
00:12:16.570 Once we have some reallygood in-situ visuals
00:12:19.050 of the logo design, we willthen move into step two,
00:12:22.170 where we will prepare a proposal.
00:12:24.480 Here we will be lookingat how we can put together
00:12:26.860 a logo design proposal presentation,
00:12:29.340 and look at all the variablesthat need to be included
00:12:32.290 ready to present to the client.
00:12:34.430 Once we have completedthe proposal document
00:12:37.090 we will then move into step three,
00:12:39.140 where we will need to presentour design to the client.
00:12:42.260 Once presented,
00:12:43.150 we will then move into stepfour and implement any feedback
00:12:46.530 from the presentation and resubmit.
00:12:49.270 And finally,
00:12:50.190 once a logo design has beenapproved and signed off,
00:12:53.000 we will undertake thelast step in the process
00:12:55.970 where we will prepare
00:12:56.900 and deliver the logo assets to the client
00:12:59.220 completing the project.
00:13:01.340 So that is the logo design process I use
00:13:04.420 and we will be undertakingon this design course.
00:13:07.320 On this course,
00:13:08.153 we are going to becovering each step in depth
00:13:10.830 and I'll be showcasingmy approach to each.
00:13:13.870 Now, some of you may be wondering
00:13:15.490 how long does this process take.
00:13:17.620 Well, I like to describe this process
00:13:19.610 as a responsive process.
00:13:21.640 I've worked on projects
00:13:22.770 where I've had six monthsto develop a logo design,
00:13:25.650 and I've been on projects whereI've had only a week or two.
00:13:29.770 The time I have on a project
00:13:31.810 will determine how muchtime I spend on each phase.
00:13:35.130 With a decisive timeline,
00:13:36.450 I can decisively assigntime to each phase.
00:13:39.600 So if I only have a week,
00:13:41.170 then I may only spend afew days on each phase
00:13:44.010 whereas if I have a fewmonths, I can spend more time.
00:13:47.460 Simply put the moretime I have on a project
00:13:50.500 the more time I can spend on each phase,
00:13:53.060 which means I can simplyundertake more work
00:13:55.660 and discover and develop more ideas
00:13:58.070 and develop more routes if required.
00:14:00.550 Personally, I like to spend
00:14:02.150 at least a week's worthof work time on discovery
00:14:05.270 and a week's worth of worktime on design art working
00:14:09.130 and a proposal prep.
00:14:10.970 Remember, logo design is notjust about the end product,
00:14:14.860 it's everything that goes into it.
00:14:17.020 At least 50% of the timeI spend on a logo design
00:14:20.560 can go into research and development.
00:14:23.030 I always communicate this to the client
00:14:25.020 and make them understandhow valuable this is
00:14:27.950 to ensure they have an amazing logo.
00:14:30.950 Now, there is no rightor wrong amount of time,
00:14:33.560 but you want to give yourselfenough time to do a good job
00:14:37.300 whatever you can agree with the client
00:14:39.080 and what works best foryou is what you should do.
00:14:41.710 Now, I've used my processin a variety of situations
00:14:44.400 on tight and larger timelines
00:14:46.490 and it has always worked well for me.
00:14:48.920 Now, some of you may be also wondering
00:14:51.550 is all this process really necessary?
00:14:54.670 Now, sometimes you maybe in a client meeting
00:14:57.090 and come up with anamazing idea on the spot
00:14:59.490 right then and there and that's great.
00:15:02.020 It's happened to me and I haveseen it happen a few times.
00:15:05.450 However, what I normally tendto do is make a note of it
00:15:08.870 and put it to one side,
00:15:10.400 which I can always come back to later.
00:15:12.660 I always like to exercisethe full design process
00:15:15.370 because this can reveal
00:15:16.570 and uncover much more interesting ideas.
00:15:19.370 This is the difference betweena logo you get on Fiverr
00:15:22.570 and a logo design a client iswilling to pay a professional
00:15:25.900 thousands of pounds for.
00:15:27.520 When a client pays thousands of pounds,
00:15:29.730 they are paying for the timeit takes for a professional
00:15:32.570 to execute a full design process,
00:15:34.900 to develop a bespoke andcustom creative solution
00:15:38.010 based on careful thought,
00:15:39.560 oversight and considerationwith the skills
00:15:42.560 to deliver a designsolution to high standard
00:15:45.400 and present with the proposal document.
00:15:47.780 So that is a tried andtested design process
00:15:50.980 I have developed and perfectedover the past 10 years,
00:15:54.500 which I have been paid hundredsof thousands of pounds for
00:15:57.470 in my career as a freelancer.
00:15:59.600 I have utilized this design process
00:16:01.620 on several projects atmultiple design agencies
00:16:04.860 and also for personal clients
00:16:06.830 and it has always workedreally well for me.
00:16:09.450 So on this course, I amhappy to share this with you.
00:16:12.480 So right at the startof any design project,
00:16:14.950 one of the first things I do
00:16:16.330 is make sure I have adigital project folder set up
00:16:19.950 and a copy of my design process checklist
00:16:22.720 ready so I know where to place everything,
00:16:25.380 where to find everything during my project
00:16:27.780 and in what order toexecute my design process.
00:16:31.060 This makes the whole process a breeze.
00:16:33.910 In the next video,
00:16:34.850 we are going to quickly setup a digital project folder,
00:16:38.010 which will organize everythingwe do for the entire project
00:16:41.760 and get the checklistready to keep us focused.
00:16:44.370 So see you in the next video.
00:16:46.443 (gentle music)
00:17:03.615 (upbeat music)