When designing logos, I spend a great amount of time sketching—a pen-to-paper brainstorming session— before hitting the computer. I especially enjoy creating custom lettering for logos, as well as creating illustrative imagery. When I’m happy with my sketches, then, I start creating on the computer.
At first, I display logos to clients only in black and white. It is important that the client does not choose a logo concept based on personal color preference and focuses, rather on the form and shape of the logo.
“A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”
Paul Rand