“One does not simply arrive at a great design, it is developed through hard work.”
Described bellow is the process (though simplified) one must take to arrive at a great design. I am using the examples of 25 year old French designer & typographer, Claire Coullon to show & help explain the process.
Take the time to concept out different approaches to the design problem. In Claire’s case below, she “developed three variations that looked at different extremes between relatively restrained sans serif types and more decorative brush scripts.” This process allows one to focus on the many different solutions to a problem, rather than focusing on the first solution that came to mind. This also points out the vastly important need to have an effective brainstorming session, either with yourself or with other creatives.
Revisions & Adjustments
Now is the time to focus on the solutions that are working the best. These solutions should be the most effective answer to the posed design problem. Claire, “narrowed the logo down to two versions…” I have found at this point, refining your ideas down to the top 2 allows you to shift the focus from different answers, to making those answers better & more effective.
Notice the difference from Claire’s roughs above, to her tight roughs below. She has taken the time to specify what is working and what’s not working. This allows her to see the best & worst of both concepts and refine those into a finished logo.
Notice that Claire’s design was not finished after the tight roughs, it was still refined and tweaked to make it better. By utilizing this simple process of 1.) Development 2.) Revisions & Adjustments 3.) Final Logo a design can arrive at a great design with confidence that the solution presented is the best answer to the design problem. There are many solutions to design problems, however if we learn how others solve problems and use their methods in our design process, we to can help our clients in the best possible way. We can help them not only receive a great design, but we can help them receive an effective design. Design is not simply about creating beautiful things, but about solving our client’s design problems.