Blueprint for Design

I’ve been writing a series of posts detailing what I go through for the design process (Part 1 and Part 2).  This post will discuss the design.

“Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.”
- Charles Eames

How do you design something?  Hopefully by now (you’ve got a contract) you’ve done your research and have a good idea of where you want to take this project.  You’ve got to apply what you’ve learned to what needs to be accomplished.  For me, the best way to start is to just start drawing.  I’ve already got sketches, now it’s time to refine those and start turning them into reality.  This always occurs on the computer.  No matter what the project.

Say for instance I’ve been hired to create a logo.  I’ll begin with one file in Illustrator and draw lots of small design sketches.  I’ll take out what I think maybe are the ten best or ones that show the most promise and copy those into a new file.  Then, I’ll carve that down even more and take the three best from that lot. Those three go into separate files and I start putting some real thought and effort into finalizing them. I’ll try and put together the different variations that I image the client will request. Horizontal, vertical, black, one color, two color, full color, with text, no text…you get the idea.  I’ll even start thinking ahead to how this will look on other materials.  How will this look on a business card?  How will it look on their website? Do I have any ideas that could help me get more work by suggesting how it affects other aspects of their marketing plan?  I’m always trying to think ahead and plan for anything.

Here’s a great example of another (very talented) designer and his design process for a logo.

With those three final versions complete, it’s now time to send them off to the client for review.

Each project will have it’s own design process.  Sometimes, when I’m inspired, I can run with something and knock it out with a great design in a pinch.  Other times, it can take weeks of thought, and drawing, and revisions, and then more thought, then more drawing to get something that works.  I try and tell clients that for me, good design typically means more time.  The more I have, the better the quality of my work. Unless, of course, I find that magical inspiration.