The design process

My creative process for designing visual identities revolves around four main stages. Each brand is distinctive and this means the approach can be different based on the required result.

ONE

Research

The first stage in designing a great visual identity is understanding the brand. A few key points like what is the brand history, competitors, trends in the market, what could make a difference, reputation, and unique selling points.

Also, a few relevant questions need answers before continuing to the next phase. Questions such as: What is the mission and vision? What needs to be changed and why? What challenges might we encounter? How do we measure success?

Understanding the vision, general strategy, as well as possible ways of growth, helps to create an engaging and long-lasting visual identity. This allows the brand to stand out in a competitive and ever-evolving market.

TWO

Creative and visual strategy

Essential in understanding what the finished identity should look like, the creative strategy helps outline the path forward. Expectations are set and discussed with the help of carefully curated visual styles that best represent what the research stage uncovered.

Several stylescapes are presented with generic visuals to get a feel of what the finished visual identity will look like. This step ensures there are no surprises when the final visual identity proposal is revealed in the next stage. A round of feedback is essential in defining the best possible path to move forward.

THREE

Design

After choosing the best visual style for the branding project, the technical design process commences. Because there already is a visual style agreed upon, it is normal that just one idea makes it into production.

The design of the new logo and visual identity are presented in the form of a presentation. Reasoning for the decisions made in the creative process and mock-ups that demonstrate possible use cases for the new visual identity are also shown.

Constructive criticism is much encouraged at this stage. It is essential that everyone is on the same page and further discussions refine the design and create a powerful and appropriate result.

FOUR

Implementation

The design is developed for final delivery in the most efficient manner. Technical files are prepared, visual assets are exported and custom design materials are discussed for every possible scenario.

Even after the project is finished, clients are always welcome to reach back about new visual materials, help with more branding elements, or ask about any technical aspects.

Questions

Get in touch and let's see how we can work together.

What makes a great logo?

Logos are all the talk in today’s design era and many people look at them as the star of the show. The truth is that logos were never meant to be the main focus, they were created with the scope of identification and proof of ownership (early days of cowboys tagging their cattle). With this misconception, people started to think that a logo should be as expressive as possible and say as many things about the company as possible.

In the words of Sagi Haviv, partner and designer at Chermayeff & Geismar & Haviv, one of the world’s most recognizable and respected designers, a logo should only be three things. Appropriate. Distinctive. Simple. A logo is not communication — it's identification.

Appropriate

Context is important

A kindergarten logo should always look different from that of an architecture firm. A construction firm will look different from a private hospital. Appropriateness means that the logo should reflect the industry and audience it interacts with.

Also, keep in mind that the logo should not be too expressive. The Apple logo is not an iPhone. The Nike logo is not a shoe. A logo that says much less will represent much more.

Distinctive

A unique mark for a unique brand

Brands need to stand out. That means the trademark needs to be strong, recognizable, and unique. Qualities, when implemented correctly, help companies achieve a powerful position in the market and not be mistaken for a competitor.

But how do you create a unique logo design? It all starts with a recognizable idea. A simple and interesting idea, when translated into an actual mark, can represent the company without telling a story. Working in black and white at first and adding color later greatly helps in knowing if a design is truly distinctive.

Simple

Keep it simple, but not stupid

Simplicity allows for versatility. The KISS (Keep it simple, stupid!) principle is key here. A simple and minimalist logo enables the broadest possible use cases, from website favicons to billboards the size of buildings.

Another great test explained by Sagi Haviv is the “doodle test”. See if the design can be recreated on a piece of paper from memory. The better and simpler the design, the easier it is to successfully perform this test. It makes for a logo that persists in people's minds.

Bonus

Timelessness

Doesn’t look a day over 375

When achieving a balance of all three key attributes, you have a good logo. But good is not always best, you want greatness. A great logo has a fourth quality. It is timelessness.

Every designer should strive to create a timeless design. Some of the best logos have been used for many decades and don’t show signs of stopping. Take for example the Nike swoosh, Coca-Cola script, and McDonald's golden arches. These are all showcases of truly great design that will last many years to come.

Ultimately, a well-crafted logo is a piece of design that will represent a brand in the present and the future. It is a visual piece that resonates with the brand and the audience.

In the constantly evolving landscape of graphic design, using these basic principles ensures that the logo not only captures the present spirit of the brand but also stands the test of time.

IMAGE CREDITS

MCDONALD'S LOGO, DESIGNED BY JIM SCHINDLER, PHOTO BY LIAM SHAW

MERCEDES-BENZ LOGO, PHOTO BY AMBITIOUS STUDIO* - RICK BARRETT

NIKE LOGO, DESIGNED BY CAROLYN DAVIDSON, PHOTO BY LENNART UECKER

APPLE LOGO, DESIGNED BY ROB JANOFF, PHOTO BY LAURENZ HEYMANN

HEINZ LOGO, DESIGNED BY JONES KNOWLES RITCHIE (JKR), PHOTO BY PEDRO DURIGAN

Graphic designers are not artists

Over the years, I have seen that this distinction is rarely made. Most people throw graphic designers and artists in the same bucket, mainly because "they both make pretty stuff." I am here to try and shine some light on the matter and explain why that isn't the case.

What is an artist?

When visiting a museum, one encounters a variety of art pieces that engage different senses. These art pieces express someone's inner emotions and often reflect the artist's view of the world. Most of the time, the author tries to express these emotions and make them engaging and eye-catching at the same time.

Their work is often based on form rather than function. The art pieces do not usually have constraints and emphasize visual appeal over functional usability. These characteristics are the exact opposite of the work of a graphic designer.

What actually is a graphic designer?

Graphic design is, at its core, a problem-solving skill. Designers are often presented with a need that requires being resolved. Their job is to brainstorm creative ways of fixing it in a way that is visually appealing and sends the right message. In a way, graphic design is a job focused on making someone's life easier.

While it is true that a good designer has the skills to turn something rough into a beautiful final product. A great designer can address the underlying problem and, at the same time, develop a visual material that is aesthetically pleasing.

Good graphic design is beautiful, but great graphic design is invisible.

Some designers make the mistake of letting their personal style drip into the visual style of a project. This "feature" is a symptom of a graphic artist.

Graphic artists are not graphic designers.

In the same way that graphic designers are not artists, graphic designers are not graphic artists. We tend to become fans of designers' work and recognize it wherever it is used because the visual style is often similar. Take, for example, James Victore, an award-winning designer who worked with huge brands like TIMES Magazine, The New York Times, and many others.

James' work is impressive and unique, but he cannot be considered a graphic designer in a conventional way. He firmly believes that your personal touch as a human should show in your work, but by doing that, you become a graphic artist. Clients work with this type of designer for who they are, not necessarily the problems they solve.

Don't get me wrong, being a world-renowned graphic artist is a great way to earn a living. But if you aspire to design global brands with real problems, you must mold yourself to their particular style.

But in the end, does it even matter?

Yes, it does matter. Considering these distinctions is crucial when choosing who to work with on a project. While an artist can design a beautiful visual, a dedicated graphic designer comes "bundled" with the skills necessary to solve your brand's real-world problems.

Let's say that you have a merch store with personalized t-shirts. Your desired target audience is young people aged 16 to 25 years, but for some reason, most of your buyers are people aged 35 to 50 and don't really seem interested in your social media presence.

By hiring an experienced graphic designer, they will point out that maybe your current visual style is outdated and might not resonate with the younger generations. Using their design skills, the designer will create visuals that more closely resonate with your intended audience and improve sales.

What should you take from this

Having said that, always keep in mind what the goal of the design is. While the line between artists and graphic designers is thin, choosing the right person to hire is crucial to the outcome of the project.

Keep in mind that art and design are not the same thing.

While art shouts, design whispers.