Last week we tested our rock-solidness on one of the most important elements of branding. Great logos tell stories about the people and ideas they represent. But there may even be a story behind the process of creating them! Today we'll get an idea of what that process can look like by glancing through the lens of someone hard at work in the world of graphic design.
Miranda Wagner is a designer and illustrator who contributes her expertise to many of the projects we take on at Chek Creative. She runs her own business, Miranda Wagner Design, and has experience with the collaborative process that leads to delivering a logo to a client.
With something so "right brain" and potentially abstract, I was curious whether or not Miranda's clients tend to know what they want ahead of time. It seemed like a client might recognize the need for change without knowing what that change should look like. She told me that usually, clients really don't know... which is totally fine.
"People always seem to get sort of embarrassed that they don’t have any ideas, but that’s my job!" says Miranda. "Figuring out how to visually represent abstract things is my jam."
But with great abstractness comes the need to define and streamline the process. Miranda generally offers three or four iterations of a logo in her base rate. This helps clients zero in on what they're looking for. Client feedback may lead to further development at an hourly rate, but "usually things get figured out pretty soon after they see those first options!"
A good logo designer asks questions:
"Should it be friendly? Elegant? Strong? Trustworthy? Fun? These are things that the people I talk with DO know about their business or product and it’s up to me to figure out the visual language I can use to convey those feelings through what I make."
Speaking for myself as a writer, there are times I have to accept edits or directional shifts I don't agree with. Sometimes, clients really do know what they want, but it may not always be what I believe they need. I have the luxury of a reference point in discussing options with clients. I.E. Folks who hire writers understand basic sentence structure. They've all written countless letters and emails, the same as me... But take a look at my fourth grade fridge art, since relegated to a box in my mom's attic, and you know that some people simply don't have design sense.
For Miranda, collaborating on a logo is a matter of asking the right questions and providing strong options up front. If a client then pushes back in a questionable direction, she'll take the time to explain why she would advise against that decision.
"(I) try to use actual facts based on my experience."
But regardless of where collaboration leads:
"The client is the one who needs to be happy in the end."
Ultimately, creatives and clients are on the same team. Most of the time there's plenty of common ground and mutual respect. But no matter what the situation, or which side of the relationship you're on, just remember this:
Everybody wants a quality product. When we stick to that simple fact, it's hard to go wrong!
