Join Sean Adams for an in-depth discussion in this video What to know, part of Foundations of Branding for Designers.
- I've been hired to design a logo for a client,…but the client's business is in trouble,…and they don't know why.…They think a new logo will freshen up the look…and solve the problems,…but unfortunately,…it won't.…If the product is bad…or the company is in the midst of a scandal,…a new logo is like putting lipstick on a pig.…Now, I can go ahead,…knowing there are larger issues,…and design the logo and take the money,…but that isn't particularly ethical…and won't result…in a long-term working relationship.…
My goal is to help define…and communicate the brand,…identifying any issues I see…and help the client succeed.…To do this, I need information.…While Wikipedia is an easy tool,…it won't answer the questions I have.…I need to get in the trenches…and talk to people.…It's scary when we are used to sitting behind a computer…and designing by ourselves,…but it will always make a better solution.…
First, I want to know what the current brand strategy is,…if there is one.…If so, what does the client think works…and what doesn't?…
- 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
Skill Level Beginner
3. Strategy 101
6. Visual System
Next steps1m 48s
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