I don't usually post about my process, but I've been asked many times over the years how I create the brands I do. Practice, education, learning from the best and experience have been the keys for me.
So, how do I create a brand?
The most successful brands are well thought-out and well-executed. Often the most powerful identities are the most simple, stripped of fluff and decorative elements. They are to-the-point, attention-getting and easily identify the service or product they represent, without being cliché. A successful brand combines a logo, colors, typography and messaging. It unifies these elements to create a look, feel and voice that is recognizable and unique.
When I create a brand, I start with research. Research is any successful brand’s foundation. Plain and simple. Both the client and I need to know competition in the marketplace, strengths and weaknesses of the business, and longterm goals for the business. In order to understand those, a brand needs to have a solid business plan behind it and a sense of purpose before it can even begin to emerge. Those details are often difficult to extract from a client. People often get excited about their new business or rebuilding a business, but haven’t thought about how they are going to get there.
Before I start designing, I always ask a series of questions. These questions bring out all of the details, often hidden, of a brand’s identity. Once I see the different pieces, the puzzle comes into view. How the puzzle takes shape is the fun part of creating a brand. There are so many ways a brand can go, but the answers to the previously asked questions always keep the client and I on track.
When I create a logo, I think of different ways to highlight the message and the essence of the product or service. Once my pen hits the paper, ideas flow and I’m constantly thinking about how the marks I’m creating will help brand stand out in the marketplace and stack up against the competition. I’m also thinking how the marks I’m creating will hold up over time.
Working on the computer is the final step of creating a brand. I don’t start designing logos until I have a clear picture of the finished puzzle, and usually, the computer work is the easiest and quickest part of the process because all of the questions have been asked and research completed. The methodology is always the same: I love what I do, the clients I meet, learning about so many new businesses and helping people realize their visions. I'm a lucky duck to be doing this!
