PROCESS

40 Idea Generation

Trying to define the logo design process is a little like trying to answer the question, “How long does it take to come up with a good idea?” Some designers wrestle with a graphic identity project for a year or more. Others leave the first client meeting with a workable solution in mind.

While the timeline can be unpredictable, good designers learn to trust the creative process. Generally, this process starts with an understanding of the vision and context for the project. Next, it draws upon ideation techniques taught in design school: research, goal-oriented creative briefs, prototyping, and other innovation methods. Testing and refinement follow.

Generating a lot of ideas throughout the process can be a good way to arrive at a great solution, but volume does not guarantee quality. Developing a good set of filters for editing your ideas is an essential step for creating an effective graphic identity.

National Semiconductor SolarMagic Logo
Gee + Chung Design
Earl Gee

New York Public Library
New York Public Library Graphic Design Office
Marc Blaustein

All the marvels of computer-aided graphics aside, there is no substitute for the napkin sketch.