Join Nigel French for an in-depth discussion in this video Digging deeper, part of Designing a Logo for a Media Company.
So now we know the basic information about Red30 Media, let's dig a little deeper. So what's the story of this brand, where does the name come from? Often there may be a very important symbolic meaning behind the name. In this case the owner of the company just thought it sounded cool, and that's frequently an answer that you will get, you like the color red, the address of the business location is 30, something, something street, put those two together, you got Red30.
Does the company have a mission statement? Indeed it does, and here it is. At Red30 Media we blend engaging content with visual storytelling to produce commercial, educational, and documentary videos of the highest standard. This is just a fictional company, but it's important to play this out as if it were real, make it as real as possible and role-play if necessary with a colleague. So what I got to do was have one of my colleagues play the role of my client, and I ask them these questions, these are the answers they gave me.
Who's the audience for Red30 MEDIA and what do they care about? This is the answer I got. There are two distinct audiences, to date most of Red30 Media's videos have been created for in-house use by small to medium-sized corporate clients, and these clients care about getting their message to their employees in an engaging manner. But Red30 want to move into the arena of creating original programming for networks like the Discovery Channel, Animal Planet, and the Science Channel.
What sort of logos would you think this audience will respond to? And you are just asking the opinion of the person who's making the decisions here, the business owner. What do they think? Well they think that they're going to respond to something strong, and bold, and trustworthy How do people learn about Red30 Media? Through Web marketing, trade shows, and mainly by word of mouth. What attributes do you want people to associate with this company? Trustworthy, well-informed, balanced, approachable, and inventive.
Now this next question is very, very important. Who makes the decisions? Or to put it another way, who is the one who is going to be signing off on the logo? It's them that you want to be talking to, it's them that you need to impress. Now in our case, it's the founder of the company, the fictional Leonard Remington. And it just turns out that his design preferences, which is the next question you want to ask, are for simple clean and modern design.
Finally, how many people are responsible for implementing the brand identity? It's a small company where everyone does a bit of everything, so the answer is all 15 employees, which really prompts for you the need for some sort of usage guidelines manual once the logo has been created. Once we've asked these questions we started to build up a picture of what this company is all about, and what we think their logo should look like.
- Understanding what makes a good logo
- Assessing the scope of the job and your client's needs
- Developing ideas in Illustrator
- Presenting concepts to clients
- Creating print- and screen-ready logos