Some months ago, I was hired as freelance for designing a logo for a non profit organisation helping young girls and women: ESFA. This case study shows steps I went through and some methods used by most graphic designers.
As explained by David Ariey, author of Logo Design Love,
Asking a series of very specific questions and about you client’s needs and desires will help you make a brief that reflects expectations of both you and your client for the project.
So I naturally requested an interview with Mrs Christine Yakayoro, chairwoman of the NGO.
She answered my questions among wich were the following:
Can you introduce to me Esfa, its history, its goals?
According to you what words best describe Esfa?
Which local or foreign NGO can Esfa be compared to?
She explained me the main purpose of the Esfa (Espoir filles et femmes d’Afrique), which purpose is helping young girls and women of Africa by educating and providing them social material & psychological support. Having heard more about the history of Esfa, its goals and its functioning, I could move on to the mindmapping step.
Basing on the information gathered through the brief I ended up drawing this picture which illustrated these keywords :
- Hope, social support, well being, happiness, fulfillement
- Africa, african woman , young girls, education of young girls
3. Research and Sketching
The research step consist of learning as much as possible about client, « its environement, its culture, values and the way they do business, and then inject that message into the logo design » explained, Peter Vukovic on 99designs.com. Though many professional designers consider the research part as a step distinct from the sketching, I think both of them are really linked. So right after doing the mindmapping, It was time to :
- Look for inspiration
- Search for logos of NGO in the same field of activity and critque them
- Draw on paper all the ideas gathered from the previous steps
4. Conceptualising and Refining
Using Adobe Illustrator (CS6) , these drafts have been « brought to life ». Three propositions were showed to the client who made her choice.
3 Propositions choices were offered to the clients
The third option was chosen and edited
The final logo