I hope that you’ve had a great week! We had a super-typhoon hit us last weekend. The kids and I had adventures at a friend’s house until the storm passed. We had fun but were happy to get back home.
In my last post I talked about getting clear on your passion and purpose with the goal of defining what it is that you want to do with your business (and/or your life). I make this an important first step because when I design a brand and all of the elements that come with it, my goal is to portray your passion and purpose, authentically and visually. When we meet and go over the strategy and plan for building your brand, we talk a lot about this. This is how I start to thoroughly get to know you and your business. It’s in making this connection that the best designs for you will be born.
Getting Started On Your Brand Identity: Your LOGO
Above: One of my recent Logo Designs
When you do reach that clear place where you are confident in your direction and purpose and we have had some time to explore this together, I like to move on to developing and designing your logo. Your logo is a graphic or a symbol that represents your brand and supports instant recognition of it. It is placed throughout all of your collateral and is the foundation of your visual brand. A lot of research goes into your logo’s development as it is, to me, the central piece of your visual brand. Its elements feed the rest of your brand designs. Your logo also has a personality that authentically represents you and your business. This is why I like to start here. Here is where we solidify color and typography (a logo can be purely typography too, not necessarily an emblem) as well as any global symbols that define who you are and what you do. Again, development of this starts with the initial brief, where I gain that thorough understanding of you and your business.
Above: A couple more of my logo Designs; the top one was inspired by Studio Lab
A lot of research goes into logo development and design on my part. I will read about your industry and its history. I’ll look at your competitors and target market. Often, I’ll compile a competitive analysis where I’ll review the strengths and weaknesses of your top competition. I will specifically analyze the logos of other businesses in your industry and determine why they do or do not work. Often during this process I start sketching ideas and possibilities. Inspiration can strike at any time and I often draw things out before getting in front of my computer.
Next is Moodboarding. I know that I’ve mentioned this in other posts about web design; the same value that moodboards bring to them also benefits logos. This part is fun and is so very helpful for me. It’s important when creating a brand identity that I properly portray the personality and attitude of you and/or your business as you want your target audience to properly perceive you, what you do and the value that you deliver. So, what I do is create a shared folder or image-based document where I’ll place images, graphics, adjectives, colors and anything else that represents the direction we want to go in for building your brand identity. You are welcome to help me build this or, I can prepare something for your review. Again, ideas for logo development will often be generated from moodboarding and I’ll sketch and design as we go.
Sketching and Feedback
From here, full-out sketching occurs. It’s a personal preference for me to sketch before I start my computer. I am able to really focus on your logo without distraction. I also look for feedback on where I am going with your logo’s development. I’ll ask trusted designers that I work with or former professors. I’ll also ask any friends or family that I have who are in your target market.
Next, I’ll get on my computer and prepare formal drafts for your review. Depending on the project and your preferences, there may be one option or several. There will most likely be variations on color and layout that warrant consideration.
Wrapping It Up
Once we work through revisions and finalization, we’ll first celebrate and then, if I am working on your full identity, we’ll move onto positioning, which I’ll talk about next week. Sometimes a logo is all that my clients want and need and that is fine. Again, we first determine what is best for you and build my services around that.
As a preview for next week’s post, positioning is how we work to create your image in your target market’s minds. We’ll focus on really connecting with your target market by cutting through the noise that constantly surrounds them and speak directly to them.
Ah white. It’s one of my favorite colors and, despite its starkness, communicates some deep and lovely things. Common perceptions with white are purity, innocence, fresh beginnings, spirituality and cleanliness. White also often suggests happiness in the home. White has been known to promote mental clarity; doctors and nurses wear white and many healthcare industry website have white backgrounds.
Do some quick Google-ing (is that a word?) of “white in brand design” and see if this color could potentially represent your brand as well.
This week’s Creative Inspiration consists of some amazing photos from one of my favorite interior decorating and home design companies, DigsDigs. I find an amazing amount of inspiration in home design as I feel that the proper environment can help you conjure the greatest of ideas. Take a look and enjoy!
Wow, so here we are ready for another weekend. Enjoy your everyone-talk to you next week!
Pure Designs is a brand identity design company I launched that offers graphic design and web design services. With over 11 years of experience in Marketing and Design, I have a wealth of information and inspiration to share. I love what I do and look forward to each and every day that I can design. View my portfolio here to see a selection of my work. Please feel free to post a comment or use the contact form here on my blog or website to reach me with any questions or to book a consultation. Talk soon!
- Brand Identity May Help Boost Your Company Standing (outofboxwritings.wordpress.com)
- 7 Tips to Building Your Online Brand Identity (noobpreneur.com)