March 2026
Beginner to intermediate
225 pages
5h 2m
English
Content preview from Logo Design Love: A Guide to Creating Iconic Brand Marks, 3rd Edition
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Chapter four
Foundation first
Before you begin sketching ideas or refining letterforms, there’s something more important to understand: your client. Who are they? Why have they come to you? What do they hope to achieve? The answers form the foundation for any successful identity project. Design isn’t decoration. It’s a strategic response to a business need. And without clarity about that need, your work will lack direction, no matter how beautiful it is.
Gathering information needs time, focus, and a measure of restraint, especially when you’re tempted to move straight into the creative phase. But rushing through discovery increases your chances of missing the mark. And a missed mark is costly, for you and your client.
Setting the tone
At the ...
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