Logo Design Tutorial – Designing The Qlicks Logo Ross | September 29th, 2008

Every designer has their own style and approach to the design process. During a recent discussion in our forums, we invited creatives to put together a video or non-video tutorial showing how they created a particular design. Dirk Leys (crowdSPRING username – drik), who lives and works in The Netherlands, put together a great tutorial showing how he designed a logo for Qlicks. Dirk kindly allowed us to publish his excellent tutorial in our blog.

The process of designing a logo differs from designer to designer. I’ll explain here how I handle the logo designs for my clients. The logo I’ll be discussing here is the Qlicks logo. Qlicks in an Internet Marketing company, specializing in strategic marketing communication.

It all starts with a detailed briefing. Since not all clients know what information is important to me, I hand them over my list of questions. The questions vary from regular info about the company to who their competitors are, who their target audience are, how they would like to be seen as a company, etc.

Once I have all the information I need, the brainstorming begins. While brainstorming I keep in mind what would set the company apart and what would make the logo unique. I sum up all the keywords from the briefing and write them down in my sketchbook.

Now the sketching can begin. Sketching should be done on paper, since sketching on your computer holds back your creativity. Start out with simple ideas and try some combining, rotating and merging. Don’t just use your two eyes, but try to look further into it. Use a third eye, one that sees things that any ‘normal’ person would not see.

Don’t worry about the way you sketch. There’s no such thing as a bad sketch. Go wild!

When you’re done sketching and get to a point where you have the perfect idea, you can switch over to your computer and start working from there. For this project, I had the idea of ‘the finger on a mouse’ symbol to represent the name Qlicks. I opened up Illustrator and drew the mouse and the finger in an abstract way. This went on untill I got the right width, line structure and shape for the symbol. Because the company name is Qlicks (plural) and not Qlick I tried several ways to multiply the symbol.

 

The final shape that both my client and I were happy with was ready.

Now it was time to add the name to the symbol. I needed a round type to fit the rounding lines in the symbol. The type I was happy with was Arial Rounded MT Bold. The only thing I didn’t like about the type was the letter ‘Q’ so I modified it to make it look similar with the other letters and the symbol.

 

The logo was now almost ready. All it needed was some coloring. The client and I agreed that it would be blue. Blue is the color of the sky and the sea, and is associated with depth and stability. It symbolizes confidence, trust, loyalty and truth. Exactly what the company stands for. The final logo has three shades of blue, overlapping each other. It represents the dynamic, transparant and openminded way of service the company gives to their clients.

And there it is. The final logo.

I’ve added some photos from the rest of the identity I designed like the letterhead, the businesscards, the envelope and the PowerPoint presentation templates so you can get a feel of how the logo and identity style works. You can also see the logo in action on www.qlicks.nl

The original tutorial is available at Dirk’s site, which also showcases some of Dirk’s excellent design work.

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  • Angeline

    Dirk,
    Thank you so much for sharing this tutorial with us! I find it especially interesting to see your thought process in sketches before coming up with the ultimate concept…

    Cheers,
    Angeline

  • TreoBenny

    Dirk, this is a very clear and concise chronology of designing a logo. My process only differs in one way. After my first page or two of thumbnails, I put the pad down for at least a day. My initial sketches could have been influenced heavily by other stimuli that day, so a fresh look on a new day really helps me isolate the better ones.

  • entz

    Interesting to see how other designers work. Great read! My process is exactly the same. I really like the black and white before colouring :) A logo should always look good in black and white first.. so always black and white before adding colour.

  • Remco

    Go Dirk, go Dirk, go Dirk

    If You Ain’t Dutch, You Ain’t Much ;)

  • drik

    Thanks all.

    @TreoBenny, you’re right. A good night sleep always does the trick.

  • dddesign

    Thanks Dirk for the insight into your process. Glad I’m not alone in sketching. It always amazes me when designers I’ve worked with just go directly to the computer and start playing. I need that thought time. Get the junk out before the good stuff comes. ;) It may take a smidge longer, but it works out in the end. And so very true about starting in black and white. Many people don’t think about the fact that a logo will eventually be printed in black and white and needs to work that way too!

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  • autoeac

    I especially like the photos of the logo/letterhead being used – this would be a great way to present it to the client in this format.

  • mimi505

    the most dificult is to make any logo, with same lines say all, it is profesional thing, but and for talented, it is better that my dady who was illustrator not see these, His stuborn dauther,
    Dr Mila

  • steinrock83

    really like this article and really like your portfolio site…it inspires me to make my portfolio look as good.

  • chel

    Thank you
    It’s nice to see another designer’s progress…and it’s not often that you have the opportunity.
    This was very helpful.
    Keep up the good work!

  • sensi6785

    And …now that my friends that is the meaning of being a designer, the anthem we should all follow till death do us part, the air we breathe and call designing. Hey thanx crowdspring and even though I have not come in first on a design, I really have fun and this activity bring out the hidden effects of designing in myself and i hope everyone. This is all i do with my time. I love everyone on the design floor. IIght time to go to work, meet me on the floor…

  • ryanwboyles

    I admire the structure you apply to graphic design. You have it down to a science! Creating a relationship with a potential client seems to be very important. This article was very helpful. Thank you for taking the time to explain your system.

  • EMMeyers

    This is beautifully laid out, even a non-designer would understand the process by reading your tutorial. I would think that by showing a prospective client your methods would help them better understand how their ideas are perceived. Bravo!

  • Elleyena

    Thank you for this tutorial. I always love to get the insight of a designer, it is very helpful as a student.

  • JP

    This is pretty straight fwd and clear to follow. Since I’m new at this, I’m always looking for either better questions or better ways to ask questions of clients? Do you find that most questions needed resemble those found in creating a business plan? If anyone knows more thought-provoking Qs to ask clients, please feel free to share…

    @TreoBenny – I’m the same way. I need to turn my head in order to refresh my approach, even if I think the first approach is awesome.

    – JP

  • JP

    This is pretty straight fwd and clear to follow. Since I’m new at this, I’m always looking for either better questions or better ways to ask questions of clients? Do you find that most questions needed resemble those found in creating a business plan? If anyone knows more thought-provoking Qs to ask clients, please feel free to share…

    @TreoBenny – I’m the same way. I need to turn my head in order to refresh my approach, even if I think the first approach is awesome.

    – JP

  • claudia

    Now i understand many things about designing. Thanks to you!!
    regards from guatemala

  • claudia

    Now i understand many things about designing. Thanks to you!!
    regards from guatemala

  • cyrus

    these logos are looking so amazing.

  • cyrus

    these logos are looking so amazing.

  • Serena

    hey, this is awesome and clear to follow. thank you so much:-)

  • Serena

    hey, this is awesome and clear to follow. thank you so much:-)

  • sheri1978

    Very well designed. Thanks for sharing your work! :-)

  • sheri1978

    Very well designed. Thanks for sharing your work! :-)

  • pavan

    a heartful tanx frm me..u really helped me

  • pavan

    a heartful tanx frm me..u really helped me

  • laura

    Thank you great tutorial and great input. It gave me an idea or two. :)

  • laura

    Thank you great tutorial and great input. It gave me an idea or two. :)

  • Chipiks

    Thanks for the help!

  • http://twitter.com/_tomasio Thomas Weninger

    Thank you for the nice tutorial, although my approach is pretty the same as yours, it is always helpful to find one’s methods acknowledged through others ; )

  • Arnett73

    Defently this was important to take a look at – it starts to give me an idea on were to start first. It has been a few years from the tim I was in school. Thanks so much..

  • http://www.facebook.com/people/Rahul-Bhattacharya/100000122116379 Rahul Bhattacharya

    Thank you so much for this kind help.

  • Scarletwisker

    Thanks for the help! I think your process will save me a lot of time in the future! I also loved the way your creative thoughts went into the Qlicks project; I would have chosen your design too!

  • dimah

    “Now it was time to add the name to the sybol”? No such word unless the author means “symbol”!

    First rule of creating logo tutorial is to type each letter carefully and spell check afterwards :)

    just some logo humor but great article!

    h~

  • rld

    Very informative and I think the whole process was explained quite well nice work

  • http://www.replicon.com/time-clock Time Clock Software

    Innovative. The rough work shows all…

  • http://www.clippingimages.com/ Clippingimages

    Clear & also attractive logo.

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