In this article I will guide you through my design process of creating the logo for World Wide Views (WWV) Canada offering insights into not only the thought process behind creating the logo but also the creation of the logo itself.
The main objective of WWV is to give a broad sample of citizens from across the world the opportunity to influence the COP15 negotiations and thereby the future of global climate policy. The overarching purpose is to demonstrate that political decision-making processes on a global scale benefit from the participation ordinary people.
Taken from http://www.wwviews.org
The first step in the process is to meet with a representative from the group and discuss the purpose and direction via a Discovery Meeting. In this meeting we talk about the technical details such as due date, deliverables, quantity, as well as the creative side. The creative side is a little more difficult and this is why I am a firm believer in Creative Briefs. Below you can see the notes I took and two pages Edna filled out as well as three quick samples of what she might think it could look like. This is a perfect starting point! (Click for larger images)
A funny thing about the samples I always get is they always seem cheap, look like “clip-art”. This is exactly what to expect, but even though they are extremely low quality, your job, as a creative, is to identify the key points your client wants to communicate. Take note of the samples.
The key messages she wanted to communicate are this:
Canada People
Voice Climate
And you can definitely see these in her samples, so this is exactly where to start and build your inspiration from.
After the brief is completed and you review it, I sent her a quote for the complete deliverables. This was broken down into the initial concept design and then the cost for applying it to the pieces they require.
For this job, I was to create the brand, envelopes, letterhead, business cards and brochures.
The next stage of the project was developing the brand and logo. Developing the logo design concept is where creativity comes into play. Based on the design brief and research conducted, this is where I let my ideas run wild. I brainstormed and sketched down my ideas and then experimented with them on the computer. I also had breaks between these sessions so I could reflect on the designs and have a fresh perspective on the job at hand This is a crucial part of the process when designing a logo.
When conceptualizing, some designers get too concerned with the graphic style and image of a piece while others such as myself try to convey a deeper meaning or some sort of visual puzzle into the logo. My process always starts with a black and white logo to and then add color later on. This is important because color can swing the logo in too many directions at once.
A good example of a puzzle and meaning would be the arrow hidden in the FedEx logo. Did you know about that one?
These concept based logos have a bigger impact on the viewer and when a designer creates one, they know it straight away… It is unique and adds a dimension to the experience and to the identity as a whole.
Now, here are a few samples I came up with after I had poured out my brain onto paper. I then explained my thought process and the meanings to and had my colleagues critique with their thoughts and opinions. You can see their scribbles on the sheet.
From this point, my process moves into presentation for the client. For this, I would choose my top few favorites and a throw-away piece you don’t like. I think it is important to do this for the client’s sake. You have your style and likes and they might have a completely different idea.
After we settled on a shape we added color and this was pretty obvious to us. Since this group represents the great nation of Canada, we thought we could introduce Red to the logo. I also wanted to touch on the “green” and “climate” aspects, but these did not fly.
See below for the final logo design. I also included an alternate for them to use if they wish.
Once the brand was established, we could then apply it to the other materials. See below for a link to the finished brochure that turned out great!
In closing I would like to say that this was definitely a learning process. Here are three things that I took away from this project:
- People do not always like your style.
- Be thorough, this is your job as a creative.
- Make it special and unique for the client. This adds value in their eyes.
Thanks for reading!
Client Testimonial
“The brochure and brand is stunning, beautiful in design and the finished product looks great. We have everything in the mail now. Thanks for all your efforts, especially the quick turn around!”
- Karen, WWV Canada
