My identity design process

To give prospective clients the lowdown on how I work, heres a brief overview of my brand identity design process. If you want a more comprehensive insight youll 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 its over to the client to consider the designs and prepare feedback based upon how the ideas fulfil the design brief.

Following client review, Ill 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. Theres 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. Im 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 doesnt end once my client pays the final installment. Should any design-related questions crop-up, Im 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.

What kind of company are you trying to establish a graphic representation for? Who are their clients? What is the company's target demographic? What services do they provide, etc.

We all know how important first impressions can be, so its vital that you make yours a positive and lasting one. Your brand identity is essentially who you are, its what makes you unique. It portrays your values, strengths and what you and your business stand for. Its the face of your business, so its important you get it right. A strong, memorable and effective logo will help increase awareness and make you stand out from your competitors! The design process is not always an easy one and communication of ideas between clients and designers can often be tricky as design is somewhat subjective in nature. To help with this, below you will find a list of topics (or the 6 Ds as I like to refer to them) to consider before contacting your chosen designer. Answering these questions will not only help you determine what exactly it is you are looking for, but also aid your designer in gathering the necessary creative brief for the project and help them fully understand your specific requirements so you are both essentially on the same page. This will help the project run as smoothly and seamlessly as possible and help ensure the end result will exceed your expectations.

Questionnaire
1. Description

How best could your current business, product(s) or service be described?

Are you a new or established business?

Can you specify your business goals and objectives?

What impression would you like your business to create for customers?

Who are your main competitors? Are you competing with others?

What differentiates or sets you apart from your competitors? Why should clients choose your business over theirs?

2. Definition

Who is your primary target audience? This could be based on demographics such as age range, race, gender, employment level, social & economic conditions, education, income or geographic location etc

If already an established business, who are your current customers?

Are you looking to keep, expand or completely change your target market?

Who would your ideal customers or clients be? Which customers, if any, would you prefer NOT to target?

What is or will be your main source of advertising? How and where would a potential client find out about your business? Newspapers, magazines, directories, print marketing materials (posters, flyers, leaflets, brochures), online (website, email, web directories etc)

What will your potential clients be looking for from your business?

Do you offer your target market anything that others do not? Competitive advantage?

3. Decision

What key/buzzwords best describe your business? Trust, loyalty, dependability, traditional, established, edgy, modern, strong, professional, unique, high-tech, fun, creative, serious, corporate etc.

What would you like your new logo/brand to accomplish? Stand out from competition, highlight a new product, upgrade the outdated image

What adjectives or words would you like your new logo to be described as? Funky, edgy, modern, vintage, traditional, retro, plain, simple, clean, colourful etc.

Is there any particular message would you like your logo to convey to clients?

Do you have an existing logo/brand? If so, why is it currently not working for you?

Is there a unique story behind your business or business name? Family business etc. Is there anything specific associated with the your business that is important to emphasize?

How would you like to be perceived by customers? What do you want your logo to say about you? What do you want your business to be known for?

4. Design

Are there any elements you would like to see incorporated into your logo? Icons, symbols, imagery, characters etc.

Have you any preferences with regard to typography and style? Block, heavy, light, hand drawn, script, traditional, ultra modern etc.

Do you have a tag line/strap line or slogan for your business? If so, would you like it to be included in your new logo?

Do you have any colour preferences or existing brand colours, which must be adhered to?

What elements, if any, would you like to keep from you previous logo?

What exact words/text need be included in your new logo?

Are there any restrictions on the logo design? For instance are there any colours, symbols or imagery that you most definitely do not wish to have incorporated?

Have you seen any other logos that you liked? What was it about them that caught your attention or why were you drawn to those in particular?

Are there any logos that you strongly dislike? If so, why?

5. Distribution

Where will the logo be primarily used and in which mediums? Printed materials, website, signage, vehicle, clothing (embroidery), merchandise, products etc

Are there any production restrictions or considerations? Size? Does it need to be one or full colour, work in reversed format. If a logo needs to be branded primarily stitched onto clothing merchandise for instance, this may affect the complexity of the design.

6. Deliverables

Is there one aspect in particular for your business which is of specific importance i.e. speed, quality or cost?

Do you have a determined budget to work with?

Is there a time frame or specific deadline for the project?

Do you plan on requesting unlimited revisions?

Will you require or like to have any other brand identity design services in addition to a logo? Business cards, letterhead, compliment slip, envelope, postcard or other?