Join Sean Adams for an in-depth discussion in this video Next steps, part of Branding for Designers.
- Branding is challenging. So first, congratulate yourself on working through this course. It's a lot of information that doesn't always have one simple answer. It's not going to be possible to recall every single thing we discussed all at once. Take it step-by-step. Think of baby steps not giant leaps. Even if it's 100% clear to you, your client is new to this and may need time to work with the process. Let's recap. Our job with a brand is to look at the whole picture.
Research the brand from top to bottom and find weaknesses and strengths We take all of the information and determine a message that will support the client's values and goals. We can identify issues out of our sphere, the visual communications, but aren't qualified to solve a factory distribution problem. Once you and your client have agreed on a message and list of brand attributes, you can begin the visual studies, always referring back to the attributes.
The logo, which is a logo not a brand, is the basis of an entire visual system made up of color, typography, imagery, and materials. Remember to never show a logo all alone on the page, apply it to something like a business card, T-shirt, brochure, or any other application. This way the client will see it in action surrounded by the entire visual system. When the project is finished and you've turned over the visual assets and the manual, you can be proud that you did more than make a pretty logo.
You helped a client succeed and hopefully create jobs, which allow people to put braces on their kids, send them to college, and have a better life. That’s the true value of great branding.
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books