Chapter 6: Managing the Design - Print Peppermint

Chapter 6: Managing the Design

Chapter 6:

Managing the Design

The actual design process involves working with the designers to integrate each of the elements, such as the logo, to create a cohesive final product. Often, it takes an extra pair of eyes or different perspective to see things that may not be immediately evident to you on your first pass through the process. Our designers, through their years of experience, have found the following steps helpful. We are sharing some of the tips they've learned along the way about documents and checklists that create a smooth process when working with designers.

A system that works

Variations on a theme

Once you come up with a logo that really defines what you want your brand to represent, you next need to envision it on different materials and in different sizes and environments. What you will soon discover is that its appearance when printed on clothing or packaging is always what you see on your computer screen. The first step to accommodate any variations in color, for instance, is to make a list of where you plan to feature your logo. That includes accounting for the materials on which it will be printed. A web page, for instance, has a different color system than clothing. When you have a great design and a solid master copy of your logo, it's going to look good wherever you decide to use it so long as you create different versions that retain consistency.

Incorporate a variety of styles

In order to avoid the trap of falling into a logo pattern, so to speak, that may have the same features as your competitors, consider blending styles. Think about your audience and your goals. You want your brand to stand out from the competition, which might mean creating a unique combination of authority and catchiness.

Find your persona

When you begin the logo design, stay focused on one specific client. Create a composite of all of the characteristics that your potential customers may have and combine that information to create one persona. It's easier to picture one person with whom you can communicate than thousands. As you focus on one persona's likes and preferences, you can begin to imagine what his or her opinion might be regarding a color or word placement. Seeing the design from the persona's perspective also veers you away from your own particular tastes, while zeroing in the important opinion.

Stay open to feedback and revision

It's natural to become personally attached to your logo. You've invested a great deal of time in the entire design process. The best way to keep it fresh and well-tuned is to offer it up to varying opinions. When you show it to different people from your company, you allow for unique perspectives that you might not have otherwise considered.

As stale as yesterday's bread

When you try to make your brand fit in with everyone else's in your industry, you create a hackneyed look that's already been seen. In order to avoid the trappings of a clichéd existence, work with a savvy designer who looks at why the cliché is so successful rather than merely copying it. Once you identify which elements created a winning logo, you can then move on to design your own unique style. Avoid the pitfalls of a generic existence and stand out from the crowd.

Design options

Freelance designers

Print Peppermint helps to connect the right designers with the client. A professional designer provides his training and expertise to offer you the insight you might not have considered. Our designers create some of the best logos you'll find in the industry. It's simple to begin the process. All you need to do to get started is to complete some information that tells us about your businesses and style considerations. From there, different designers will create logo samples with your unique business in mind. You provide the feedback on which logo is your favorite and guidance on how you'd like it fine-tuned.  We'll make the revisions. It's that simple. If, on the other hand, you already know what you want and are ready to work with a freelance designer, you have the option of browsing through the design portfolios to find a match. When you let us know which designer you'd like to work with, we'll contact them to discuss their rate and set them up to begin working with you.

The DIY or logo maker option

If you want or need to cut initial costs, you always have the option of using a logo maker you've found online or creating a logo through design software you already have. It may get you by, but be prepared for a drop in quality from you would receive from a professional.

A design agency

A design agency is positioned on the opposite end from the DIYer or logo maker. Going this route offers many benefits, but it is an expensive option. You will work with a creative team rather than one designer. It's an excellent choice when you're looking for an entire branding package.


We've provided a quick reference for what you can expect to pay when you're trying to decide between the options.
  • Freelance designer: $250 – 2,500, depending on the complexity of design and the skill level of the designer
  • DIY: logo maker:  $10 – 50; design software:  up to $300
  • Design agency: $2,500 and above

A design brief

You'll need a design brief if you decide to go with either a freelance designer or an agency. It's a summary of all of the pertinent information you want to convey about your logo design. This is where you need to be very succinct and specific about your preferences, as it's the guide that the designer will use for creating your vision.

Handing over the file

A vector file provides you with the ability to scale your design to fit any possible sizes you may require without losing quality. A professional designer should already be prepared to supply you with a vector format. Just to cover your bases, however, make sure that you request such format from the beginning. Vector files offer you the security of adjusting your logo for any future mediums you might decide to use it on.

The checklist

Now that you've read through the entire book, you need to make sure that you're ready to design your logo. Take a moment to go through our checklist to ensure you're covered.

Prior to the design

  • Identify your three main logo objectives
  • Clarify your brand's persona
  • Characterize some commonalities between you and your competitors' logos
  • Isolate what you learned from the brainstorming session
  • Decide on which common logo style best distinguishes your brand
  • Select the best colors for your brand
  • Select shapes that represent your brand
  • Choose your fonts
  • Decide on one of the seven types of logos best meets your brand's goals
  • Decide between hiring a designer or agency, or creating the logo yourself
  • Revisit the design brief and edit as necessary for clarity

Completion of the design

  • Determine if your logo and brand personality match
  • Identify your first impression of the logo after a quick glance
  • Determine if your logo is unique from your competitors
  • Examine the logo from different distances and resolutions for legibility
  • Determine if your logo has color codes to recreate it on a variety of mediums
  • Ensure that the logo is supplied in vector format

It's time to create your perfect logo

What we've attempted to create in this e-book is a guide that directs you through the design process. The success of the final outcome of your logo depends on well you communicate the goals and expectations of your brand. The more you know about what makes a great logo, the more advantage you have over your competitors. Contact Print Peppermint to get started with one of our outstanding designers. We're ready to listen to what you have to say about your logo.
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