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Logo creation –

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What is the process for an entrepreneur?

Starting a business is exciting! Often, one of the first questions that comes to mind once the decision to launch is made is: what will my logo be? Some entrepreneurs have a very clear idea of what they want, but for others the answer is much more blurred, as is the path to get there. Where to start? Understanding what a logo is for and the options available for creating it can help you make wise choices depending on the goals and size of your business. Indeed, a logo has several uses that evolve over time, so you need to ask yourself the right questions in order to have a final product that you will be proud of.

The first question will seem obvious to you, but do you know how to answer it? Basically, what is a logo for? What are the options for creating one? How to properly articulate your request and idea if you choose to do business with a graphic designer and what to expect in the process?

Please note: this is not a question of discussing the price but rather the process. If a logo created by yourself online can be downloaded for a few dollars, a logo with several variations accompanied by a complete graphic charter can cost a few thousand dollars. It all depends on your needs, your finances and the level of development of your business.

Ready to learn more? Let’s go!

  1. The first fundamental question: a logo, what is it for?
  • First, your logo identifies you at a glance. It acts as a symbol that makes it easy for your customers to recognize your services and products. In the same vein, it’s an element that sets you apart from other companies. Whether you like it or not, as an entrepreneur, your logo will be influenced directly by your personal taste. It will therefore be very revealing.
  • Second, your logo conveys the image and values of your company. It can help you make yourself better known by attracting the attention of prospective customers to make them want to do business with you. In this sense, it also makes your team and clients proud to partner with you.
  • Third, it is a key marketing element and a powerful communication tool since it will be found on all your visual media: website, social networks, business card, packaging, advertisements, and any other media you choose. It would be good to keep in mind the ideal format for your logo so that it can adapt to all my mediums; too large, it does not fit well on social networks. Too much gradient? More difficult to print. Special or incorrectly inserted font? It will be confusing.

  1. Logo creation options
  • Free websites: Some free or low-cost tools available online make it easy to create a logo. This affordable option is definitely an option for a start-up business.
  • Company that offers graphic design services: A company that has better financial means has the opportunity to go to someone specializing in logo creation. Many companies deal with a third party for the creation or revision of their logo. Take, for example, Desjardins, which recently changed its logo by partnering with an external firm.

  1. Guidelines and tips to keep in mind when meeting with a graphic designer
  • Choose the person you are dealing with. In other words, shop! Always keep in mind that creating your logo is a team effort and that it is important to have a relationship of trust with the person who will create it. You need to be comfortable having frank discussions and making sure your logo reflects your business. Do not hesitate to ask to consult the portfolio of graphic designers with whom you wish to do business; this will certainly influence your final choice
  • Think about important information to give to the designer. Have the following items ready and be prepared to explain some points:
  1. Your company name
  2. The story behind your business
  3. Services / products offered
  4. The colors you want to highlight
  5. Deadlines to be observed
  6. Your budget
  7. Your ideas and inspirations

In fact, the last two points are even; the more you are able to share your ideas and inspirations, the more control you will have over your budget. Even if your design is an artist, it is not a diviner. If he does not have a clear path to begin with, all directions will be explored. You therefore expose yourself to surprises.

4. What you can expect from the designer

  • He will have to clarify your requests and needs
  • He must make sure he understands the guidelines
  • In his creation process, he should be able to offer you logo options as well as appropriate formats or variations for all platforms.
  • Choices of logos should ideally be accompanied by clear explanations
  • He must be available to answer your questions

5. Dimensions, colors, variations, formats

Has anyone ever asked you to provide a logo in .ai or .eps format? What about png or jpg? What are the differences?

Most graphic designers use Adobe Series Illustrator for logo design. This results in a format which is not pixelated and therefore can be printed in very large quantities. Just like Excel gives .xlx and Word .docx files, a logo created in Illustrator results in a format that will have an .ai extension. So when you are asked for a .ai format, you are asked for the logo in its original vector format. This logo can only be opened in Illustrator. The .eps (Encapsulated Postscript) format, on the other hand, is the graphic version of the vector format generated by Illustrator which can be opened and read by a multitude of programs used by printers. It is also this format that you will be asked to create promotional items, create a matrix to break clothes bearing the image of your company, etc.

The jpg format is self-explanatory, it is by far the best known and used for images in general. The difference between jpg and png is that the jpg will add a white background behind all the images it saves, something that the png format does not. The case of a photo, it is less visible and it does not change much. On the other hand, if you decide to put your logo on a candy pink page and it has a big white square behind, it looks less good, let’s face it.

When doing business with a graphic designer, I advise you to request a file containing:

  • Your logo in color in jpg, eps, .ai and png format
  • Your logo in black and white in jpg, .eps, .ai and png format
  • A version of your logo in square format (for social networks, among others)

6. At Arcane Évolution, when creating a logo, here is what to expect:

  • A first meeting to discuss the points mentioned above. It is important for the graphic designer to have a solid base in order to create a logo according to the identity of your company or to make it evolve according to your needs.
  • A first draft of 2 to 3 options sent by email in the form of a presentation where each option is explained. This allows the customer to understand the idea and the “why” behind the visual.
  • Once the best option is chosen, it is pushed further by the graphic designer. If necessary, a call can be scheduled since it is the option chosen by the customer that will be refined by the graphic designer. This is where the magic happens! During this step, 2 rounds of corrections are included
  • The refined logo is emailed with a final version and possible color choices.
  • The customer makes their preferred color choice and can request certain adjustments if they wish.
  • The final logo is sent for final approval.
  • With the final confirmation from the customer, the logo is declined in different formats to suit all the intended uses and sent to the customer.

This creative process usually takes 4-8 weeks. Questions? Write U.S!