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 p.1 #6 · p.1 #6 · Working with a Designer for Branding/Logo? | |
Design in any field is a curious matter and successful collaboration (particularly within a budget) requires as much from the client as the designer.
Early in the process, it's often more productive if the client lets the designer know the initial concepts can be really, REALLY raw. Assuring the designer you have an imagination and ability to visualize the end product or at least get the concept; that you want to see even the most elementary or messy sketches and discuss ideas, rather than conclusions, can do wonders to free the designer to let go, stress less, and give you their best work. You want her focused on ideas, not illustrations.
As the client, you essentially function as art director... a skill set unto its own. These things work best when we take that seriously (as it sounds like you are)... she's no doubt highly desirous of pleasing you. Help her understand how.
Fonts are a useful touchstone as they impart a distinct personality - but it's generally best to deliberately consider several of varying flavors. Typography is a reminder of not only where you think you want to be, but where you might not have expected you'd wind up but precisely where you belong. The character of a typeface is typically the most anchoring element in graphic design: 1) because it is generally distinct; 2) most people have similar emotional responses to a font; and 3) because with well established typefaces, the font designer spent far more time and attention getting it right than you or I could ever afford to in commissioning a logo.
As with any creative process, it should be an ebb and flow of centrifugal and centripetal efforts and forces cycling between completely open-ended "away from center" thinking, then evaluation, and moving back toward center (decisions). Then rinse and repeat.
Be a good, reassuring client and give yourself time to ponder her ideas. But don't settle on a decision just because it's all taking a while. Good design rarely comes from brilliance. It comes from informed talent, a sound process and painstaking effort... hopefully having some fun and excitement along the way.
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