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Brand Development: Design5:04 with Matt Yow
Now the real fun begins! All the work up until now isn’t just busy work or running a timer to bill the client. Each project is unique, but if you’ve done a little legwork up front and have some research and information to start with, everything else becomes much easier.
Now the real fun begins. 0:00 All the work up till now isn't just busy work or running a timer to build a client. 0:02 Each project is unique. 0:06 But if you've done a little leg work upfront and have 0:08 some research and information to start with, everything else becomes much easier. 0:10 We like to deliver branding rounds on a 0:16 weekly basis: deliver on a Friday, discuss and 0:18 edit on a Monday, spend the week designing 0:21 on that feedback, and deliver again on that Friday. 0:23 One round is equal to one week. 0:27 This process typically takes four or five weeks of design after about 0:29 a week or two of discovery and preparing the brand strategy document. 0:33 A final week or two is added to define and create the brand guidelines document. 0:37 You can see this process takes time. 0:42 As a quick side note, I'll mention a case study that 0:45 highlights how important it is to do some research and initial discovery. 0:48 I once worked with a client that went through a 0:52 difficult and legal name change after first week of design. 0:53 Several weeks later, we were nearing the 0:58 end of the project when our client approached 0:59 us with a logo that was far too similar to another company in their same industry. 1:01 This wasn't plagiarism, this was just a truly unfortunate coincidence. 1:06 We had to hit the drawing board and hit a home run as fast as possible. 1:12 Fortunately, our client was great and we managed 1:16 to get to the end without too much damage. 1:18 The moral of the story is that we almost went twice as long as we should have 1:20 and all because there was not a sufficient 1:24 amount of research before or during the design process. 1:25 No one wants to pay good money for you as a designer to make mistakes like that. 1:30 Due diligence and read up on competitors and the industry, be aware. 1:33 Before breaking down the steps, I'll mention Matt Helm has 1:39 two excellent courses on Tree House that I highly recommend. 1:42 One is Adobe Illustrator Basics, a great way to dive 1:45 into using a vector application for developing logos and visual assets. 1:48 The other is logo design basics. 1:53 Some of what I'll say is redundant but 1:55 Matt has some great advice and teaching in there. 1:57 Check them out. 1:59 Now, let's talk about the process, the actual steps that make the brand complete. 2:00 First off, start with your discovery 2:06 document, mood board, and creative brief nearby. 2:08 With that sort of information, you'll know where to begin. 2:11 Start sketching through ideas. 2:15 No idea's bad and there's no limit to what can be put on paper. 2:17 Thoughts and concepts pertaining to the project should be registered on paper. 2:23 This will truly help refine ideas before spending unnecessary time on the computer. 2:27 To be honest, I spend most of my time 2:32 exploring brand elements beyond the logo or mark itself. 2:34 When I can see a clear direction with typography, color, 2:38 patterns and icons, the mark will uncover itself much easier. 2:41 And this may not always apply to typographic 2:46 logos that require time and patience to put together. 2:47 The typography carries a lot of emotional and psychological force. 2:51 Typography is where most communication in the brand will be. 2:55 Try to think beyond Helvetica or free fonts, choose typography intentionally. 2:59 The more you can distinguish your client from their competition, 3:05 the better you can create a meaningful experience with their consumers. 3:08 This experience can also be found in color as well. 3:13 Color can convey a complete brand without a mark or typography. 3:16 Think about Coca-Cola, Tiffany's or Flickr. 3:19 Color isn't something to overlook or choose last. 3:23 Consider the application and the pairings you'll provide. 3:26 Be aware of what colors mean to different audiences. 3:29 Make sure the perfect orange you've chosen isn't 3:32 the exact same orange your client's competitor is using. 3:34 Icons can also work with typography as simple, customizable, visual elements. 3:39 Icons can be made specifically for your clients industry or service offering. 3:44 A good way to consider style of icons is 3:49 to look at the typography you've chose for the brand. 3:51 Modernist, rounded corners or geometric letter forms 3:54 can help determine how the icons will look. 3:57 These little pieces can go a long way. 4:00 Be aware of how you can make this entire brand experience amazing. 4:03 Paul Rand is infamous for showing only one final iteration to his client. 4:07 Take or leave, it pay me and this project is finished was the mindset. 4:11 When it comes to showing and presenting your work to a 4:16 client, I and your client am not sold on this idea. 4:18 Rand charged hundreds of thousands of dollars and 4:22 invested hundreds of hours into those final logos. 4:25 The same can't be said of URI. 4:28 Show your client iterations and progress. 4:30 Again this helps build trust. 4:33 As a final note, be sure all of these 4:36 items function and flow together as a complete system. 4:38 A great logo will not last if it doesn't have supportive elements to live with. 4:42 Don't over think it. 4:47 Just make sure its one network of designed pieces 4:48 rather than a jumbled mess of typography and color swatches. 4:51 Remember, any media can seamlessly and easily become part of a brand identity. 4:55 Rand states very clearly, Thinking is number one in the design process. 4:59
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