logo design: frustration to elation

Logo design is a uniquely finicky business, considering the entire process is based on the ever-present, double-edged sword of subjectivity. The common denominator for so many designers is the bridging of design principles to a clients needs without breaking down the trust. I have read blog after blog on this, ranging from utter frustration to sheer elations of the rare finding of an “ideal client.”  In most scenarios, there is often a gap (large or small) between the creative and the client in terms of direction and construction of a design.

So what’s the source of the problem and how do we as designers find the happy middle ground? How do we knock our clients socks off while still giving them something that reflects their initial ideas in a fresh, creative way?

Well, there’s no elusive or self-evident answer here. Many factors come into play right off the proverbial bat that begin to emerge from the first client consultation.

First, in todays “The World is Flat” age of technology that knows no boundaries, creatives often result to email, facebook, twitter and sometimes phone or Skype – even texting to communicate ideas and thoughts with their clients – and visa versa. The inherent problem with this as a sole approach to contact is that it does not allow for the designer to truly get a sense of the personality and identity of their client.  Without building a strong client profile, the design process will most likely discover significant gaps between the designer’s renderings and the client’s desired look.  As we all have witnessed, many of us take on a distinctly different personality (good or bad) in our email voices compared to our true personalities.  So, ultimately, nothing replaces quality face-to-face time with a client when possible.

Second, we need to look into whether the phrase the customer is always right is truly applicable to your business or not. Frankly, it’s a meaningless rule on its own.  If a client was always right, then they simply wouldn’t seek out your services now, would they?!  Many designers hop on the ego train and can’t adjust their vision to better suite their client’s desires.   Others will simply render anything the client throws at them.  Either way – you’re doomed to fail in your client’s eyes!  Ultimately, the best recipe for success is to listen to, and utilize the input from your client while providing creative insight and adjustments to eventually present your client with a design that wows.

Finally, the most common error in the design process is not taking the time to explain the mechanics behind designing logos, brochures or whatever it is your putting together for them.  The more time a designer invests in describing their process, their tools and their normal steps of operation, the better off all will be.  Designer’s should avoid getting caught up in becoming a “yes” man/woman and focus on how to cooperatively coach a client through ideas that allow for a reasonable work flow and well-constructed design in the end.

The more either side understands each other’s intentions and undertakings the stronger the outcome will be.  Mutual understanding are often significantly under-appreciated.

SCM Designs

bridging the design gap

We all know one of the most challenging and sometimes frustrating aspects of graphic design is bridging the gap between client and designer.  So what’s the trick?

As graphic designers, we tend to feel like our clients have come to us for our visual expertise, our design prowess, our cunning eye – okay,  I’m going a little overboard, huh.  Anyways, we tend to think the client sought us out to lend a creatives perspective on a concept they’ve envisioned initially through remarkable inner dialogue, then ultimately to you.  They come to us for a creative touch, a new perspective and often out of their own frustrations after trying it themselves. Yes, we can get a little wrapped up in the details and reasons why they come to us, but ultimately there is a common goal.

Other designers have asked me how I deal with bridging the gap between my concept and the client’s in order to compromise enough to render a final proof that both they and I can be proud of.  Well, I hate to break it to you but there’s no right answer.  Each is situationally specific and unique.  Some clients may be very specific and forth-coming in their intentions of what a design should resemble.  Others will let go of the reigns and free  you to gallop off into creative pastures, waiting for the noble steed (yeah, sorry – a Shrek reference) to come galloping back with the prize.  In some cases, the clients ideas may be tough to swallow – in others they could be terrific concepts.

The difference is how we as designers learn to listen.  Conceptually, your logo design might be edgier, more creative, a tad more astute (… in your eyes), but that’s the point at which we tend to loose sight of who we’re designer for.

Step back, take a deep breath, and listen to what it is about their edits or redirects that makes them feel like their suggestions will take the design in the direction they feel best describes themselves or their business. It’s critical to remind ourselves as designers that different personalities will want to reflect themselves in different ways – whether in a personal design or business brand.

Many of us have a very specific design aesthetic – our own perspective or creative personality, and it is usually very evident when looking through your portfolio and comparing with others.  This is how we define ourselves in the creative crowd out there.  Harness this, embrace it – but don’t loose sight of who is ultimately paying us to solve their creative puzzles.

Identify that personality, then implement your perspective.  After-all, your angle on design is most likely the reason they hired you in the first place.  But know when to pull in the reigns when the client feels it may be going in your direction and not theirs. If you do this successfully, thenultimately both you and the client will win.

Steve Muth
SCM Designs