Learn how to respond to client design feedback and make revisions.
- [Instructor] The moment of truth has arrived. The client has reviewed your design directions and has provided feedback. So let's take a look at what the client has said, and what, if any revisions they have requested. So the following are the five brand systems close to final comps we sent to the client to review, to go through, to think, and then come to the conclusion. What direction do they want to take their company? So this was the first one.
It was a brand character centered type of brand identity. Here's another one utilizing another character driven design but less of a brand mascot, and more just a graphic motif. Here's another one more utilitarian in terms of it's aesthetic in communication, but nonetheless a great mark. Here's another one. A timeless iconic brand symbol. And the last one we presented, which is type driven, is utilizing type only with some iconography to communicate with.
So which direction did the client end up going? The one they picked to choose to represent their new brand identity was this one. So character-driven design was one that he said in his creative brief that he is drawn to, so it really wasn't a surprise that he went with this direction, but I think it's a great direction. There was some feedback we got, and I have to say that I agree with the feedback we got, and that is on this character design, he wanted to make it a little more mature, and I agreed with him on that.
And so one of the things he asked for is can we put a uniform on him? Something that's more stereotypical in regards to a plumber, and in this case, I think that's going to work fine, because it's a brand character, it's not like a photograph, which could come off a little corny. So with that in mind, I went back to this brand character. I usually print it out at the exact size I build it, and then I just start drawing on top of it with vellum, and this shows the design changes that I'm going to make to this character.
We're going to put him in some overalls. We're going to retain that kind of polo-styled shirt that he's wearing, and I also decided to help mature him, we're going to give him some eyebrows. And so, these represent all the changes we're going to make on this character, and so I go back, make those changes, and we have an absolutely stunning brand character now. Now the one thing that really benefited from these revisions, is I like how it balanced out the color better, meaning it brought some nice orange into the central aspect of this motif.
Now this is essentially a two color brand system, and that means it's going to be so easy to use moving forward, whether it's spot colors, whether it's processed colors, it's going to be a very simple mark to work with. So in comparison this is what it was before the revisions, and this is what it was after the revisions. So a lot of designers tend to look at revisions, tend to look at changes, as, oh, they're messing with my design! That's the wrong perspective to look at it.
And I should point out, I'm guilty of doing that. Especially when I was younger, I highly resisted art direction, and I've come to learn to really value it, because, it's easy to fall in love with your own work, and it's hard to have that critical eye necessary to not just make it look better, but improve it. And I'm not talking just visually, aesthetically, I'm talking improve it to the degree that it's going to work better as a brand identity, and I think this one definitely does that.
It communicates better. The other one wasn't bad, but this is far better for communication, and it represents everything they do, and it's going to reflect on their quality service that they already provide, and it is night and day more engaging and captivating than their old logo. So good riddance to the old identity, welcome to the new identity, and now we need to set up all the final art for them. So when the client picked this direction, a quote from the movie Indiana Jones and the Last Crusade came to mind.
It's when the old knight says, "you have chosen wisely." That's kind of how I felt when they chose it, so it's always fun to get those emails, and you find out, yay, they like the direction. Now that we've successfully established a new brand logo design, we need to finalize the source files, and flush out all the other components for this project.
Join Von Glitschka, illustrative design guru, for this hands-on project that demonstrates what successful rebranding involves from the designer and the client. He takes the existing brand for a small plumbing and electrical company and asks questions to get a deeper understanding of their goals. He maps the answers to a new name and develops a logo that better represents the brand values. He solicits and incorporates feedback from the client, and then presents the final brand assets. Last, he reviews the uniforms, vehicle wraps, asset library, and advertising campaigns that were developed to complement the new direction.