From the course: Fundamentals of a Redesign
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Meeting the goals visually
- Having a set of goals provides the framework for evaluation. Is the redesigned logo better? Is the new color palette successful? Which typeface is better, Garamond or Franklin Gothic? These questions can only be answered in the context of the goals you determined with the client. Let's play with a scenario that I encountered. My client, a photography foundation, wanted a redesign of their logo and all materials. I collected all previous material to get a sense of the breadth of the project and what had happened previously. Now, before putting pencil to paper, or even working on the concept, I needed to find out what I was doing. What were the project's goals? Simply, the new work needed to portray the foundation as stable and well-organized to appeal to the gallery audience and donors. I worked with my client and his staff to formulate a simple list of ideas we need to communicate. From the discussion, I created a list of attributes. Mature, sophisticated, urban, risk-taking, and…
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