To give prospective clients the lowdown on how I work, here’s a brief overview of my brand identity design process. If you want a more comprehensive insight you’ll find that in my book Logo Design Love: A Guide to Creating Iconic Brand Identities.
Compiled from a Q&A session with the client, a design brief saves everyone time. It helps focus attention on the details that best cater to the target audience, and in as timely a manner as possible. Here are some topics for inclusion when preparing a design brief.
I spend time reviewing client information, then begin the research and brainstorming stage. I take into account competitors, market trends, product/service differentiators, the history of the business, the future, the current brand, and the one aspired toward.
Sketching helps generate a strong set of possible directions. A mouse and computer adds an extra level of restriction that hinders the process. Most sketches will eventually be made redundant, but the point is to explore every possible direction before choosing the most effective idea.
Many of the case studies in my graphic design portfolio contain a small sample of sketches.
I normally narrow the design focus until I have one or two strong options for digitising and conceptualising. The rendering stage involves transferring these options to Adobe Illustrator, to Photoshop, and finally to Acrobat (for the presentation).
The design presentation is supplied as a PDF file, with each concept shown in context, using digital mock-ups. Now it’s over to the client to consider the designs and prepare feedback based upon how the ideas fulfil the design brief.
Following client review, I’ll either finalise the project, or make any revisions agreed upon. My main aim is to create a visual identity that works for the respective business, and for many years to come. There’s always flexibility in my process.
Artwork is supplied via email and/or made available for download. Where the brandmark (logo) is concerned, files can be scaled to any size without loss of quality. I’m happy to cater to specific file requests.
The brandmarks I create are used for a wide variety of purposes — websites, corporate stationery, vehicle wraps, billboard advertising. Additional marketing collateral is certainly an option.
What I offer doesn’t end once my client pays the final installment. Should any design-related questions crop-up, I’m on hand to answer them, or to offer my opinion on how the new design has been applied. I can also help with print procurement, or offer design assistance in whatever way possible.
If you have any questions about how I work, feel free to ask.
As mentioned up top, you’ll find a much more detailed explanation of my design process in my book Logo Design Love: A Guide to Creating Iconic Brand Identities. There’s a free chapter available, too.