The briefing process includes gaining a clear and comprehensive insight into the business and its main objectives. We delve in detail into your target audience(s), short and long term marketing and sales objectives, and key competitors. When the goals are set and a company’s personality seems clear, designers go to the research work. The research helps to immerse into the environment of the future brand and comprehend the peculiarities which may influence its success. Designers dig out the information about the market and potential competitors to get deeper into preferences and psychological peculiarities of the target audience.
This phase often resembles old-school graphic design, namely putting pencil to paper and sketching ideas, no matter how seemingly absurd or abstract. From here, we can assess which ideas have ‘legs’ and explore what will work. Once we can see how these ideas might translate into a business’ visual identity, we rule out those concepts we feel may be too distanced from the brief or are not strong enough visually.
The logo is the basic mark of brand identity, the most prominent symbol of brand image, and the foundation of effective marketing strategy enabling its connection with the target audience. When all the core information is gathered, by the means of various experiments, designers choose the style direction and color palette which will work best for a brand. Companies often look for ways of personalizing a brand and designers have a solution. This involves personalizing other visual elements like mascots, typography, patterns and adapting this for the corporate identity.
A style guide is a document providing instructions about correct and wrong ways to use the graphics created for the brand. It includes the explanation of the idea standing behind a logo as well as the presentation of a corporate color palette to avoid incorrect usage and poor visual performance. Following this, it’s also important to consider how to position your brand in the market. Positioning establishes a preference for your brand relative to the competitive offerings of others. Planning a positioning strategy that is complimented by the brand identity is the perfect way to crack the market.