- Branding is challenging.
So first congratulate yourself
on working through this course.
It's a lot of information that doesn't
always have one simple answer.
We covered an approach that may seem to extend
beyond our role as a designer.
Shouldn't we make the visuals and let others
determine the strategy?
Yes and no.
It's a big bonus if another person or firm
is dealing with research and strategy.
But to design a solution that addresses
the real issues, not just the aesthetics,
we need to incorporate the strategy.
This also helps a client to understand your choices
as based on logic, not just a wild artistic impulse.
It's not going to be possible to recall every single thing
we discussed all at once.
So take it step by step.
Think of baby steps, not giant leaps.
I started making posters and designed books
with little thought of the bigger issues.
When I made the shift to design based on strategy,
the world opened up to me.
Now, even if it's 100% clear to you,
your client might be new to this and may need time
to understand the process.
Let's recap, our job is to look at a brand
from 30,000 feet, to see the whole picture, good and bad.
We do this with research and collaboration
with the client and any others part of the project.
We use the research to create a brand strategy
that addresses the brand attributes,
the current and possible audience,
points of contact for the brand,
competition now and in the future,
and a clear articulation of the client's values and goals.
Working with a client and allowing the concept
to evolve through a rigorous collaboration,
we can identify the primary message and any obvious threats.
Once you and the client have agreed on that message
and you have a list of brand attributes,
you can begin the visual studies,
always referring back to the attributes.
Starting with the logo, try variations
as a wordmark, monogram, and icon.
Pair them up and see which ones communicate
the idea clearly and are visually strong.
You now share the exploration of the logo with your client.
Help him or her understand the reasoning
behind your choices, backed up by the research
and why the forms make sense.
This is the basis of an entire system made up of color,
typography, imagery, and materials.
Since a logo will never be seen in a void,
always present it applied to possible deliverables.
Apply it to something like a website homepage,
sign on a wall, brochure, or any other application
that the client uses.
This way, everyone will see it in action
with the entire visual system working together.
When the project is finished and you've turned over
the visual assets and a manual, you can be proud
that you did more than make a pretty logo.
You helped a client succeed and hopefully create jobs,
which allow people to put braces on their kids,
send them to college, buy washing machines,
that help those making the washing machines
and have a better life.
That's the true value of great branding.