I’ve always been a big fan of documenting the creative process. Sure, it’s extra work. It can also seem like a complete waste of time, especially when you’re on the 12th round of client changes and there’s no end in sight. Times like these make one question, if I don’t like the final solution, what am I keeping all this junk for? Still, there’s something therapeutic about tracking the journey.
Over the years, though, I’ve found my love for process has more benefits than just internal reflection — with any creative project, really, but especially with logo design. Making an effort to track, document, and organize each step of the way actually pays off. Here’s three inspirational reasons to keep track of progress along the way.
Creative Clarity
Even with the best creative brief, logo design can be a daunting challenge. Trust me, however, when I say to keep those initial napkin sketches posted on the white board! Initial ideas are rarely the best, so it becomes easier to ignore options that don’t serve the concept anymore. On the other hand, referencing previous ideas can spark visual connections with ideas that are working. Keeping a log of design iterations can help to focus scattered ideas and provide a clear direction forward.
As a bonus, glancing at earlier design options can remind you how much you've already accomplished. Seeing how far you’ve come is sometimes all that’s needed for a little motivation. There is a light, after all, at the end of the tunnel.
Teaching Tool
New clients often ask, how do we get there? Be prepared. It’s always handy to have a deck ready to share previous examples. This becomes easier once cataloging has become habit, and keeping a production journal helps to establish this practice. Walking a potential client through each step takes the mystery out of the creative process. In this way, a documented process makes design seem more approachable.
Even if most projects don’t follow the same exact steps, sharing internal process can provide a sense of relief for new creative partners. It makes them realize, hey, these guys have done this before. When they see everything that goes into a successful solution, clients get a better understanding of the long-term value of their investment.
Creative Presentation
The best part? All those "scraps" have a story to tell. When it’s time to present logo design options, it’s important to take the time to describe visual decisions. Relating those decisions to the creative brief provides rationale, but it also helps creates a sense of anticipation before the big reveal. As David Airey discusses in his book, Logo Design Love, “this part of the process is about way more than simply showing a few pictures and asking, ‘So, what do you reckon?’”
Though I’ll never share designs I don’t like — clients will undoubtedly select those — I will often show earlier iterations of the final options. It provides context and paints a picture of the broad visual exploratory. Clients deserve to have a lot of thought put into their work. They are paying for it, after all, and referrals are the easiest way to win more business.
At the end of any project, it’s nice to look back at all the sketches, rough drafts, iterations, and scraps on the proverbial cutting room floor. Somehow, through grit and determination, it led to a final solution. This is the perfect time to enjoy a glass of wine and reflect. Oh, and don't forget to send that final invoice — that's the best part of the process.
