There is no denying that your company’s brand identity is everything. This is how clients identify with your business. It showcases who you are and what you are all about. If you have a weak brand identity, you are going to become forgettable. This post reveals how the top graphic design agencies work to design winning brands for their clients. Simple yet effective steps are taken to ensure you stand out from all of your competition.
It all begins with strategizing effectively. Graphic designers know that they can’t just dive right in. Instead, they need to draw up a strategy consisting of a set of company values. They will work closely with you, the client, to ensure that you both agree with the values that have been put in place. This creates a benchmark for the work that will follow. Design agencies also need to work with a brief and put in an extensive amount of research. A clear brief is imperative not only to provide the agency with a framework, but also to ensure the client is on the same wavelength. Regardless of how experienced the designers may be, research is always required. The company will need to delve into your industry and your target market. This requires a period of in-depth study and analysis, which will also include thoroughly analyzing the personality of your brand – such as your ethos and your history.
Not only will the designers assess your brand, but they will evaluate your competition as well. What visual styles are being used? What typefaces do your main competitors tend to go for? What colours are prominent? Assessing the competition is imperative to ensure that the designer creates an entirely unique brand identity for you. You don’t want to be standing in someone else’s shadows. The wheels are then put in motion and the designers begin to develop your brand identity. The logo is obviously one of the most important things, which will discuss in further depth in the next section. However, the best designers do not rely on just this to get your message across. Yes, a logo is imperative to ensure your business is instantly recognizable. However, it doesn’t create your brand identity alone. There are a lot of small elements that have to come together to create the full picture. This is everything from the design of your website to the letterheads you use. Everything must be done with your brand in mind.
It is important to find an agency that values communication. The designers on your project should communicate with you the whole way through the process. This is the only way to ensure the best results are achieved. You need to work together to find that ‘something special’ that makes your brand soar above all else. Of course, it is the designers’ responsibility to achieve this and bring your brand to life. However, bringing your passion and your vision to the project is imperative, don’t be afraid to get involved as much as possible.
Many designers, business owners and industry experts alike will agree that logo design is arguably the most important part of brand design. A logo is a symbol of your company. They are used to provide identification – not explanation. It is important to remember this. The biggest mistake you can make is to use the logo as an opportunity to explain your business. Keeping that in mind, read on to discover all you need to know about creating a successful and impactful logo.
First and foremost, you must know what makes an effective logo. It needs to be simple, otherwise, it won’t be memorable. It has to be eye-catching, yet something that will catch an individual’s eye now and twenty years down the line as well. Therefore, the design must be timeless. Let’s say you’ve got some summer business ideas. Great, you need a logo that works for this summer, and the next, and the next, though! Moreover, it has got to be versatile. If it doesn’t work across the full scope of applications and mediums you are going to hit major stumbling blocks along the way. Lastly, it has to be appropriate. This may sound like an obvious point. However, many people get so lost in the design of the logo, and as a result, they lose the focus of what it was intended for.
When creating a logo you can’t just drive straight in. You need to identify your own process. What works for you? You will need to begin by establishing your own wants. After this, conduct research and look for logo references. The next step is to sketch and conceptualize. You should finish the design process by reflecting on what you have done and getting feedback. The final piece of the puzzle is to present your logo to the team and await their feedback encase you need to embark on further changes. However, you conduct these steps is up to you. For example, when establishing a design brief you may merely wish to interview the client or you may want to give them a questionnaire – select whatever works for you.
Asking the right questions is imperative. Never assume, always ask. This is where a lot of people make mistakes. There is no such thing as asking too many questions. Soak up as much information as you can. Questions you should definitely be asking yourself and the team are as follows:
• What are your goals?
• Why have you got these goals in place?
• Why did you choose the business name you have?
• Do you have a fixed deadline?
• What does your business offer in terms of products or services?
• Who is your target audience?
• Who are your competitors?
• How do you differ from your competitors?
On a final note, don’t be afraid to learn from others. Taking inspiration is not copying. Look at successful brand logos and assess what has made them triumphant. You can then apply this knowledge to your own work. Try and get inside the mind of the designer who created the logo. But never use another logo as a starting point. You have to stand out from the crowd and make your design unique. By focusing too much on an existing logo your image can easily become clouded.