Learn how to navigate an identity project through the design and discovery process, to ensure that you grasp where your client is coming from before you craft their logo design.
- So many designers can draw a logo that looks great from a subjective viewpoint, but if you can demonstrate your ability to craft a solution using objective information, your work will be vastly more valuable to your client. Like much of anything we do in life, the results of our efforts are pretty highly influenced by our level of preparation. Sounds a bit like the laws of physics, but let's modify it here to say that in branding for every action there's an opposite and equal reaction, and it's so true.
To create an exceptional visual brand or before diving headlong into any logo-designed project, you have to prepare through the process of discovery. You'll learn the five reasons an existing firm seeks out a designer for rebranding and how you can spot them to make yourself a good candidate for the job. Once you start into a project, we'll discuss who all to talk to and what to ask. We'll do a dive into determining brand personality and which of the five dimensions your client leans to.
We'll immerse ourselves in our client's field and how to understand their processes, objectives, and culture and those of their customers as well. We'll talk about creating a SWOT analysis and how to visually audit your client's persona and visual touchpoints. How to completely identify and review their competition and adjacent fields and create snapshots of each. And finally, we'll show you how to boil all of this information into a design brief to service your mutual roadmap replete with the results of your discovery and listing out the objectives to lead you to an exceptional logo.
In this course, I suspect one of the greatest discoveries will be the confidence you build in your clients as you start your mission to build the foundation for an incredible visual identity.
- Preparation and research
- Client motivation
- Asking questions to understand your client's business
- Research and discovery
- Discovering business personalities
- Identifying competitors
- Crafting your design road map