I have to say, I’ve been working as a designer now for 3 ½ years and branding is, without a doubt, my favourite part of the job. It really is something I love! Unfortunately, not every day is filled with branding projects, but if it was I would happily do it and never get bored. The whole process is something I really enjoy and get a real kick out of.
I thought it would be interesting to compile a list of steps I take as a designer to achieve the best results on branding projects at Happy Creative and share these with you.
These are steps I truly believe in, some of them may seem obvious but remain essential in getting the best outcome. I hope that fellow designers reading this will agree with me, and I hope that many others find interest in what goes into creating your perfect brand…from a designer’s point of view.
RESEARCH
It may sound obvious, that’s because it is. I’m not going to lie though, as a designer you can’t help but shudder at the very word because let’s face it, it’s not the most exciting thing to do as we all really just want to jump onto Photoshop or Illustrator and make something look pretty. So forgive me, but this is an important, if not the most important thing you can do. Getting to know the ins and outs of the company you are creating an identity for is crucial in determining the outcome of your identity. There are always key messages and brand values that you can focus on which will help inspire the design and make it all that more effective and meaningful, not just to the designer, but more importantly the client.
SCAMP IT UP
Many may say that this is a waste of time but I highly recommend it. Whether you are drawing it up quickly on an old coffee stained piece of paper, or throwing something together quickly on the computer, it’s all relevant to the final outcome. One thing I’ve found is that your initial gut feeling, the visual you see straight away in your mind is often the best idea, not always, but certainly most of the time.
IT MAY NOT COME STRAIGHT AWAY
Keep calm and carry on. I know, I hate the saying too, because we all know how hard that is to do when under pressure, but in this situation it is very true. It’s important to discipline yourself to this thinking, as no worthwhile work will be created in a negative frame of mind. Equally this applies to every form of work, not just creative.
BELIEVE IN WHAT YOU’RE DOING
Believe in your own skills and capabilities and it will always result with something positive, once again, keep calm and carry on. (Sorry, last time!)
BE CLEVER – BUT ONLY IF IT WORKS
When it comes to creating an identity, you want to do something innovative and clever that stands out and gains you respect, of course you do, we all do this as designers and live for that pat on the back and the envious ‘Well done’ through gritted teeth from fellow design geeks. Now, depending on your research and the company you’re creating for, there may be an opportunity to be clever with ways you incorporate visuals with the typography you choose, a synergy between the two if you like, use them, if they work, it’s always appreciated.
However you can, from personal experience, waste time trying too hard to be clever and sometimes this really doesn’t work as well as you thought it might. It’s not always needed. Quite often, identities will require a smart piece of typography or a simple visual and maybe that’s it, don’t be afraid to settle with this, it may be the best piece you’ve done all day.
I GOT IT!
There’s no better feeling that getting that design that just works. Whichever way you look at it, from whatever angle, up or down, if it still makes you smile you’re onto a winner! All that’s left to do is hope that the client feels the same.
SWATCH WATCH
Again quite an obvious one but colour is so important when it comes to creating any identity and often evokes more emotion and feeling than the visual itself. Wisely choose colours that not just complement each other but represent the brand in the best way.
TEST IT
Only by testing the brand on certain media will you realise the true strengths and weaknesses of the identity you’ve created. If it’s not working, it’s back to the drawing board…literally.
WATCH THE IDENTITY GROW AND STRENGTHEN
For the designer and of course the client, this is a wonderful part of the branding process. When you have that winning design, seeing the identity working across all types of media gives you a real buzz. It really confirms the strength of the identity and overall style not just as a personal satisfaction for the designer who created it but also for the client, confirming the strength of the brand identity they now own and use to represent their company.
Tom Fearon is a Designer and Guerrilla marketing expert at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
