RESEARCH91 Do Your Homework

Before you begin designing a logo, do your homework. Some initial research can save time, and it might just be the creative spark you need to create a powerful graphic identity.

For starters, get to know the company—its current strategy and any past graphic identities that had been developed previously. The desire to be perceived as fresh or new often prompts companies to leave a rich visual history in the drawer. Mining these resources for source material provides a logical starting point for a new graphic identity.

Learn about the company’s target audience: What are their needs, their preferences, and their goals? Developing a graphic identity a company’s employees feel good about wearing on a T-shirt or baseball ...

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