- There are several approaches to creating a visual identity
for yourself as a designer, or your own firm.
Just as there is no one right way to design a logo
and identity system for any brand, the same is true here,
but there are basic requirements and reasons
for designing a compelling system.
Here are the basic deliverables of an identity system.
You will need a name, logo, typographic system,
color palette. business cards,
stationery, website, and print material.
Let's begin with naming, there are two ways
to create a name.
One is to use your own, the other is
to make a new one from a word or idea.
Here's some examples.
Studio Hinrichs, Willoughby Design,
Vanderbyl Design, or Pentagram,
Volume, 8 1/2.
I used my name and my partners name, at Adams Morioka.
When I began another studio, Burning Settlers Cabin,
I came up with a name based on an idea.
Either approach is relevant, but I prefer
when a designer uses his or her actual name,
especially if you're just starting out.
You need to build equity and recognition.
That's hard sometimes, when the studio name sounds like
a hipster band, and I can't remember who belongs to it.
Of course, if your name is a common one,
like Bob Smith, it's harder to find a domain name online,
but with the introduction of extensions,
like .design, this is easier.
For a time, these extensions confuse people used to
the .com world, but like telephone numbers
and different area codes,
I'm pretty sure we'll get used to it.
The only hard and fast rule in my book,
is to stay away from anything too cute.
Cutzypie Designs, with a Z, just doesn't say,
hire me, for your Fortune 500 corporation rebranding.
Like most design solutions, naming works best,
when it is clear, and simple.