I have sketched out a few ideas, I will enter my program of
choice, usually CorelDraw and layout several of the ideas. Depending
on the programs available to my client, I will either export
to a Windows Metafile (.wmf), JPEG (.jpg) or self-running GIF
file. This initial concept page is generally very rough and
intended only to explore several possible directions for the
final layout. A sample of this initial drawing for our example
logo can be seen by clicking here.
Now comes the collaborative
part. From this initial sample we can begin discussion of
what the client liked or disliked about each of the proposed
rough designs. What normally occurs is that the client will
choose things they like from several of the designs (i.e.
the color of logo1, the shape of logo2, the shadow of logo3,
etc.). From this discussion, I will edit the initial designs
to come up with a few variations on what has been discussed.
Click here for sample 2. In
this case, the client liked a couple of the design ideas,
so these were further refined and resulted in sample
Having settled on a basic
design, the client then wanted to see the word "Computing"
placed under the SJL logo. Interestingly, both the client
and I had the idea to place binary 1's and 0's behind the
logo. Click here for the sample.
OK, so not every idea
is a winner<grin>! I went back to the drawing board
and created the samples seen in this contact
sheet forwarded to the client. Closer still. Knowing that
the client was ultimately going to be using this logo for
business cards and letterhead, we discussed the various types
of printing available (1-color, 2-color, full-color, etc.)
and the advantages and disadvantages of each. The client settled
on 2-color printing on his business cards and letterhead -
but he also wanted a one color version for faxing and desktop
publishing, which meant that the 2-color blends that he had
liked in sample 3 would not be possible since the 2 colors
he needed for his printing were black and red. Our final design
layout appears as this. There
are four permutations to accommodate all his printing needs
(2-color and B&W with and without drop shadows) and he
was given electronic versions of all four as well as camera
ready artwork and separations.
The final step was to
layout the business cards and letterhead. My first cut at
a proposed business card was... click
here. The client wanted some changes which resulted in
... click here. Again, camera
ready separations were provided.
In this particular case,
my involvement (other than some discussion with the client's
choice of printers) ended. In many other cases, however, the
project merely will shift to the next phase.