How to start a web design when there’s no logo

Design by Chet Garrison

Companies invest a lot of time and resources in their brand identities, so it makes sense to let a company’s logo influence the design of their website. But sometimes clients want a website before they establish a brand or even have a logo. It gets to be a chicken-and-egg problem. They want an effective online presence, yet they don’t want to spend the money on a logo design that could help them build an effective online presence.

So how does a web designer create a winning website when there’s no logo?

A useful alternative to a real logo is a logo type study. It costs the client less than a complete logo design, and it allows you to develop a great website even when you can’t take cues from an existing brand.

What it is and why it works

In a logo type study, you and the client choose a font as a temporary logo. It’s NOT a logo design or redesign, which is a plus for several reasons.

• It keeps costs low – Full-blown, brand packages can be expensive, especially when the client isn’t sure their business will succeed. A type study can get them online quickly without a major investment up-front.

• It lets you get the web design started – With a type study, you don’t have to wade through multiple rounds of logo revisions before you get to the web design. A well-chosen font for the company name, along with some information about their business, should be more than enough to create a website the client will appreciate.

• It can lead to more work in the future – If a client’s business does take off, they’ll need a logo and you’ll likely be their go-to designer. The type study will also give you a head start on the actual logo design when the time comes.

How to do a logo type study

Here’s how to workup a logo type study and direct the client toward the best choice. (You can see a finished type study below.)

1) Type the name of the company in a blank document

2) Go through your fonts and choose ten

Each font should represent a different feeling or design direction. Remember, a type study is meant to be a quick fix for businesses without a logo. If you want to go the extra mile, you can tweak the fonts (i.e. adjust the kerning and vertical or horizontal scale), but keep it simple. Here are a few associations to get you started:

• Rounded, sans serif fonts tend to feel feminine, natural, and organic.
• Sleek, angular fonts give a high-tech or architectural feel.
• Strong, serif fonts lend a sense of trust and authority.

3) Narrow the list down to your favorite three

All ten fonts should be viable choices, but choose your top three.

4) Make the presentation to the client

Show them the completed type study with their company name in all ten fonts. Of course, you should stack the deck and put your three favorites at the top of the list. Be sure to explain why you would pick one of those three and which is the best choice. They may go with one of the others, but it shouldn’t be a problem since you’ve pre-screened the options.

Once the client decides, you should have a decent substitute for a logo so you can get started on their website. If you do print design, this is also the perfect opportunity to parlay the type study into more work, like business cards and letterhead.

How about you? What limitations do you find you have to work around when you design websites for new businesses? How do you overcome them? Let us know in the comments.

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