Find out how brand identity Design process looks like
Being organized and planning each step of the project is very important in the design process. Dividing the process into stages, helps to keep my work consistent. Every time I consider skipping a step or two, because I believe the job is easy, it takes more effort to fill gaps from the steps I omitted. In this article I would like to share my process of working on a brand identity.
Step 1 — First discussion with a client and design questionnaire
For many clients, brand identity is something new. For that reason, I have created a simple design process guideline and examples of design packages available on my website. Its purpose is to familiarize the client with the various stages of the creative process. I also provide a questionnaire form, where I ask about the client’s personality, the business goals, and expectations.
Step 2 — Design proposal and documents
Next step is a design proposal with estimated costs based on the questionnaire and budget (if provided). I do research on clients competitors, which helps me understand the industry and differentiate the client’s brand from others. Based on that, I offer two or three design packages adapted to the client’s needs. For example: For a Café I would propose a loyalty card and menu design. In my last project, which I’ve done for a Spanish language school (check here) I’ve designed a bag and a notebook, as a student starter kit.
After the client choose and accept the proposal, I send the design agreement.
Step 3 — Mood boards and first concepts
Finally, the creative part starts. There are steps which I follow before I actually create a logo options. Mood boards are the first one. Those are boards filled with ideas of typography, images, logos and colours. The purpose of that is to visualize the mood, the expression, and general style for the inspiration. They are based on information from the questionnaire. I usually present two different boards, so the client can choose which one is closer to their vision. Here, I also describe or sketch quickly the first ideas for the future drafts.
Step 4 — First drafts
When the client chooses the mood board, we continue our discussion about the initial ideas and what they like in the concept. Then I start the logo design process.
First, I explore some inspirations. I look up interesting solutions in my books, as well as Pinterest, Behance, etc. Then, I make some sketches. My strategy is to find at least two or three good concepts and test whether they are suitable for digital and print usage. E.g. I check if the logo scales well, and I choose the typeface. Next, I prepare the logo options digitally along with colour pallets. Once I’m happy with the results, I prepare a document including logo concepts descriptions and visualizations.
At this step the client chooses the logo. I apply some adjustments based on the feedback, and we finalize the logo design.
Step 5 — Brand Elements Development
Brand elements are customized for each project. In most cases it is a key visual, a pattern, print work (such as stationery) or a digital presence (icons, banners). I prepare them step by step, or in groups. When these are accepted, I can move to the last step.
Step 6— Providing a brand book and all files
Brand book is a guide for the visual appearance and communication of the brand. It includes a concept description, logo guide (how to use the logo, colours, minimal logo size, safe logo space, variations), typography, colour palette, images, and brand elements visualizations.
Along with the brand book I provide the link to download the files.
What’s next? If the client has any questions regarding provided files, I’m always happy to help. Often clients come back with additional elements needed, as their brand and business evolve. The process is less complex and the cost is lower because we already have the core — which is a strong visual identity.
Find out a shorter version of a brand identity design process here, along with the design packages examples.