STEP ONE - Define Yourself
Your primary initial goal is to describe yourself (your product or service the brand is being created for) in as much detail as possible.
This should include general background information about who you are, and specific information as to why you stand out in your industry. You should try to include any unique information - even information that may not seem directly relevant to your mark - as this information becomes actual material for a good designer to work with. An example of this unique information might be; that your company was founded by 3 people, or that your storefront is located on top of a very steep hill...
Of course, if you have any actual ideas for the design of your mark, you are urged to give as much artistic direction as you'd like.
All this information can be conveyed in an email, or phone call, but I also suggest using the logo planner form which is available on request in PDF format.
STEP TWO - Competitive Analysis
After supplying initial background info of your business, it's time to analyze the competition. Don't worry, you don't have to do any of the work in this step.
In order to help differentiate you, it is imperative to take a look at what kind of marks your competitors are using.
Anyone attempting to brand your business without looking at your competition is setting you up for additional expenses and grief down the line.
How can you possibly plan to position your company above your competitors if you don't see what kind of brands they are showcasing. Worse yet, without competitive analysis and epecially in very competitive markets, it is possible to duplicate another companies brand unintentionally. Legal problems and more costs at worst, loss of identity and market share at the best.
STEP THREE - Initial Concept Presentation
Having defined your business and evaluated your competition its time to see your brand brought to life. Initially, I will present 1 or 2 fully developed concepts, as well as a handful of less developed ideas (usually in sketch format).
STEP FOUR - Concept Refinement
It is here that one of the concepts is chosen and any revisions or refinements are made.
On occassion, additional concepts may need to be worked up - based either on a clients change in vision or dislike of direction. Depending on the complexity of the design, and the new direction additional costs may be involved. Of course any new costs are discussed before hand.
Rarely have I worked with a client, who after going over all their project details have completely missed the mark in designing their brand. In these instances, if there was a major problem in communication, I will discuss additional concepts with them further before attempting to redo the brand.
STEP FIVE - Brand Delivery
For most small business clients once the final brand is approved, it is delivered and completed. However, for larger clients, or clients using the brand in an array of uses, I am able to give branding guidelines. These guidelines ensure the mark is used properly throughout the businesses materials.
Proper applications may apply to web use, signage, vehicles, business papers, advertisements, etc....
STEP SIX - Brand Maintenance and Expansion
I often serve as a consultant and to help maintain the integrity of a brand as a company grows and expands.
Switching from a static to dynamic mark, moving a mark into a 3d or animated realm, etc.... are examples of brand maintenance and expansion.
Why Brand Your Business?
A business brand creates a sense of professionalism and brings immediate recognition to your product, service or company. The quality of your brand directly reflects the quality of your business - it can either make your business stand out from your competitors or if done poorly, get lost amoung them.
Your busines logo - the cornerstone of your business identity - must be created with emotion and creativity in order to make a strong impression. A good logo will communicate all the unique aspects of your business and draw viewers into its presence - leaving them with a strong, lasting impression.
Types of Logos
While logos often combine many elements, there are 3 main classifications of logos, they are:
Typographic, Iconic, and Illustrative.
Typographic logos are logos that are primarily text/font based.
Iconic logos are logos that are based around a somewhat simplistic shape or form. The Nike swoosh is a good example of an iconic logo.
Illustrative logos are logos whose focal point is a custom illustrated character, form, or shape. Illustrative logos may also represent hand drawn custom illustrated text.
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quick outline for logo development
1- Define Yourself
2- Competitive Analysis
3- Initial Concepts
4- Concept Refinement
5- Brand Delivery
6- Brand Maintenance and Expansion
Ready to move on your brand?
Email for a free logo creation planner in PDF format.