Nonprofit logo design is a process that can be just as painful as it can be exciting.
I remember creating my own logo when I owned a design studio. It was one of the most exhausting projects I have ever worked on and I wasn’t even getting paid for it! For a long time I couldn’t figure out why, but eventually I was able to put my finger on it.
I couldn’t emotionally remove myself from the process and look at the big picture.
That was a problem for me.
A problem that you might be facing right now.
Taking a step back and looking at the big picture objectively is a CRUCIAL part of any branding project, including the entire logo design process.
Which leads me to a simple three-step process that you can work through when working on your next nonprofit logo.
Experienced brand designer will not begin logo design before they have a chance to speak to their client about three things:
- Mission: Your mission, goals, vision and current brand perception.
- Competition: What other nonprofits are out there? How does your brand fit into the competitive landscape?
- Assets: Existing organization fonts, icons and colors.
Once a brand designer understands you mission, knows who your competition is and has captured all the information and assets you have to share they’ll be ready to start the logo design work. Here’s the steps you can expect to go through:
- Preliminary concepts: After you’ve had a little chat with your designer, he or she will generate rough sketches for your logo that he or she feels will best resonate with your audience and will fit your brand personality.
- Refined concept presentation: At this stage, the logo is starting to really take shape. You will choose a single direction, and refine with feedback.
- Testing: Once a logo direction has been chosen, it’s just as important to get feedback from your audience as it is to please your board. Show the logo to key constituents and ask them a series of questions – about your mission, the emotions the logo evokes and the type of organization the logo serves. This will add objective feedback to the process.
- Final presentation: Hurray! Your designer has understood the objectives and has presented the final version of the logo to you along with the color palette. All you need to do is approve the final design and start using it.
Once your nonprofits logo design has been finalized and approved you’ll want to get your awesome new logo in a variety of file formats. Most useful ones are: eps, jpg, png, and pdf. You should also ask for a set of files indifferent color modes just so you’re fully covered: PMS, CMYK, RGB, and Grayscale.
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