Tango is a dance so precise and abrupt, yet so intimate and romantic where a man skillfully leads a woman through multiple twists and turns that compile a visually stunning spectacle. Although the man has most of the control, the woman is the real star of the dance. The logo design process is like tango. The logo designer guides the client through a series of complex steps, and while the logo designer applies technique and has control, the client is the true star of the process. Just like in tango, successful logo design requires mutual collaboration and trust to create something genuine and remarkable.
Picking the Right Partner
It takes two to tango, and picking the right partner is critical to succeed. When it comes to branding, no other creative endeavor is more intimate and exacting than the logo design process. Creating a strong logo is critical for any brand as it will function as the core of the client’s brand identity. When it comes to choosing a logo designer, business owners should consider the designer’s portfolio and evaluate their style, form, and previous experience. This is an excellent indicator of what they can deliver. A professional logo designer will know how to tailor the process to fit the client, lead them without missteps, and make them the star.
Related: How to Create Better Logos
Delivering a Stellar Performance
Tango requires precision and harmony. This synchronization is fundamental for delivering a superior performance. Similarly, the logo designer and client must carefully choreograph their efforts to craft a stellar logo. The process begins with the logo designer collecting key information from the client about the brand and its goals. The client must be prepared to respond concisely and reveal facts about the brand such as purpose, values, target market, differentiating factors, etc. Then the logo designer uses this information to devise a creative brief that guides him or her during the design process. When a comprehensive brief is defined, the result will be authentic and captivating.
Related: What Makes a Logo Great?
Appreciating Finesse and Authenticity
Just like tango, logo design is not a commodity. Both are intricate performances that demand expertise and creativity. A seasoned logo designer will have years of practice and be able to lead his or her client through the steps towards successful logo design. Opting for cheap logo design yields generic results that lack finesse and authenticity. A seasoned logo designer however, will spend time doing research, brainstorming, conceptualizing, sketching, rethinking, revising and designing something that is unique for the client and their brand. Naturally that level of attention and expertise has an intrinsic value. Remember that, like any business investment, the more that is invested, the greater the return.
Related: The Logo Design Process
Successful logo design is not about creating something pretty. Just like tango, it is about choreographing a lasting and seductive visual experience for an audience. A professional logo designer will create a remarkable logo that puts a spotlight on the client’s brand highlighting its unique value and giving it the attention it deserves.
If you liked this article, subscribe to receive the Aesthetic Philosophies newsletter.