After the presentation of the first ideas and the client's feedback, logo creation enters the crucial stage of revisions and refinement , which aims to improve the logo concept until it perfectly meets the brand's expectations.
During the refinement process, various aspects of the design are adjusted to ensure the logo is functional, coherent, and impactful. Revisions can vary depending on the client’s needs, but some common areas that are worked on include:
While the initial idea may have been approved, refinement may involve making small adjustments to the proportions or shapes of the logo elements. This can often include adjusting the spacing between elements, adjusting lines and curves to make them more fluid, or modifying certain angles to increase legibility and aesthetic appeal.
Typography Improvement
During revisions, you may need to adjust the kerning (the space between letters), the height of the letters, or even change the font to one that better suits your brand’s style and personality. If your logo includes custom typography, this is the time to make sure it is perfectly legible in different sizes and formats.
Color adjustments
During refinement, adjustments may be made to the facebook data hues, intensity, or contrast of colors. The logo should also be tested in different color combinations, including black and white or monochrome versions, to ensure that it works in a variety of contexts (such as on letterhead, social media, or advertising material).
Scalability testing
An effective logo needs to be legible and impactful, regardless of its size. This means that the logo needs to work well at different scales — from a small icon on a website or app to a larger version on a billboard. During the refinement phase, the designer tests the versatility of the logo, adjusting elements to ensure that the design remains clear and legible, even when scaled down.
The role of the designer and the client in this process
At this point in the process, it is essential that the designer has good communication with the client. The designer should clearly explain the choices made and the reasoning behind the suggested changes. The client, in turn, should provide constructive feedback, focusing on what works and what doesn’t within the brand’s vision.
The refinement process can be repeated a few times until both the client and designer are completely satisfied with the result.
At the end, the logo will be ready to be used in various marketing and communication materials, being the basis of a solid and successful visual identity.