From the course: Brand Redesign: Small Business
Welcome - Illustrator Tutorial
From the course: Brand Redesign: Small Business
Welcome
- [Von] I like to define brand logo design as a created mystery that needs to be solved. When a new small business starts out, there is no company history, no established visual equity to glean from, and usually it's just a name and a business plan for a specific industry and target audience they want to reach. The graphic mystery is your never know where the creative process is going to take you, what the final design direction will end up. That unknowable factor for me makes it an extremely challenging but fun project to work on. When it comes to a brand redesign, however, the dynamics change in how you approach the project. The business already exists. It has a history of performance in the given industry, and the company has an established brand identity that the public has already interacted with. In this course we're going to go through a real-world brand redesign for a small business, specifically a plumbing, electrical, and heating company based out of Chicago. How do you approach this type of project? Using a systematic process, we're going to audit their current identity, isolate problems, and develop a winning strategy for improving their brand identity and marketing from the ground up to position their business for success moving forward. Welcome to brand redesign. Let's get started.
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