The Design Process

THE INTERVIEW

There is some psychology involved here and I must get to know you a little bit. An in-depth, preferably in-person consultation designed to let me know what your goals are, is the beginning. The interview focuses on what your aesthetic inclination is and on what the feelings you want to evoke from viewers of your new image are.

I will provide you with a few suggestions regarding what I refer to as your “aesthetic sense”. These suggestions are intended to help you (and I) identify the “feel” you want your new image to portray. Many clients know immediately the exact answer to this, while others may take some time to consider it… there is no rush.

I will also provide you with suggestions designed to have you consider the kind of feelings you want your new image to evoke in viewers of it. These are very subjective, usually subliminal and often powerful ideas. This often requires my client to do some “homework”. That is, to take the time to do some reflective thinking about themselves and how they either currently, or would soon like, to affect people. (It sounds a little heavy, but it’s actually fun.)

Along with all this subjective work, I also want to know a few other more tangible things. Do you have a favorite color or typeface? Do certain shapes appeal to you? These and other objective clues about you allow me to create your successful logo.

The interview process just described regards the Custom Personal Logo only. For the Standard Personal Logo, these kinds of details are not necessary.

PHOTOGRAPHY

For a Custom Personal Logo, either in my studio or at your office or home, or really anywhere that is mutually convenient, we will do your photography. Typically, for a one-person logo, I’ll take roughly 30 to 60 pictures in about 30 to 60 minutes. You are welcome to change your clothing during the session if you’re unsure which outfit works best. (I will then design different logo concepts for you using both outfits.) You are also welcome to use an existing photo of yourself if you prefer.

For a Standard Personal Logo, you must either come to Object Design’s studio to be photographed by me, or provide me with a photo of yourself. If you do the latter (provide me with a previously taken photo), that photo must meet certain technical standards, as well as be an appropriate pose that works with whatever Standard Personal Logo design you’ve chosen. Please consult with me before having another photographer take your picture so that these requirements can be met.

If you decide to have me photograph you at my studio, please be ready with your choice of which Standard Personal Logo you want to do before your photo session begins. I’ll typically take about 10 to 20 photos of you in about 30 minutes.

Interactivity

You may have noticed when looking over my logo portfolio that most, but not all, of the designs use techniques that somehow involve the person with the words in the logo (usually the person’s name). This is what I call an “interactive” logo… holding, leaning, or sitting on the words. These reality tricks are both fun and effective, though not a necessary part of a logo composition… some people elect to omit them. It’s up to you.

I always take photos that allow me the flexibility to create both interactive and non-interactive logos. Should you have your photography done by someone else, please be sure to talk to me first about a few tricks that can make the interactivity, and thus the final illusion, more convincing.

Clothing

Most photographers will advise you to wear dark, solid colored clothing for logo designs like these. While dark solid colors are terrific, this is inappropriate advice. If you want to wear white, or any other light colors, I will make it work. Bold patterns are also fine. The only restriction I suggest is to avoid small, busy patterns (herringbone, paisley, etc.) as they can be aesthetically distracting and, more importantly, can produce a Moiré pattern when reproduced in printed materials. Moirés are the appearance that an object (like your clothing) is moving around or glowing in an unrealistic way.

Poses and Props

There are probably about ten “must try” poses. Beyond these, I just let the creative process take over and see what happens. And I always welcome any ideas you may have. Props are things to be considered very carefully. More often than not, props are only clutter in the final design. However, as you can see from the few in my portfolio (i.e.; the teddy bear in the Vasquez’ logo or the house in Nancy Osborne’s logo), when done properly, they can be quite effective. (The teddy bear?… his name is Clancy!)

Photo Retouching

Did you forget about that Band Aid on your ear? Don’t worry. Included in the base cost of your logo is my ability to digitally edit your photos. Virtually anything can be accommodated… slimming, tanning, highlighting or changing the color of your hair, deleting scars, minimizing double chins, or addressing nearly any other feature you may be unhappy with… whatever you deem necessary. I can even change the color of your clothing.

THE COMPOSITION

For a Custom Personal Logo, once I have your photos and the information I need from our interview, I will create at least two (typically three or four) different concepts for you. Sometimes one of these proposals is deemed to be perfect by the client and other times there is a revision process that involves some synergistic combination of elements from two or more of the concepts. This is a routine part of the design process and is actually quite fun and exciting for both my client and myself.

Regarding the Standard Personal Logo, your image, once it has been digitally edited, will be inserted into your chosen design. You’ll have a few choices to make about several options you have…please follow this link, or see page 7 of my current catalogue for more information about these choices.