Identity design process

  1. Design Brief: Conduct a questionnaire or interview with the client to get the design brief.
  2. Research: Conduct research focused on the industry itself, on its history, and on its competitors.
  3. Reference: Conduct research into logo designs that have been successful and current styles and trends that may be related to the design brief.
  4. Sketching and Conceptualizing: Develop the logo design concept(s) around the brief and research.
  5. Reflection: Take breaks throughout the design process. This lets your ideas mature and helps you get renewed enthusiasm and receive feedback.
  6. Positioning: Position yourself as a contractor or build a long lasting relationship. ie. Client tells you what to do or you guide the client to the best solution. The latter is usually best.
  7. Presentation: Choose to present only a select few logos to the client or a whole collection. Presenting only the best is recommended.
  8. Celebration: Drink beer, eat chocolate, sleep, start on the next logo design. Or a combination.

Here is an identity design process example I found here while searching around the subject on the internet:

  • Getting the job-Logo Design Questionnaire. So when a client approaches the designer (in this case is my own self in need of a brand identity), the two have a conversation about what the client wants. It is always good to send a questionnaire for the client to fill, this makes the job easier: logoquestionnaire.
  • Getting a bit of background of the company designing for. In this case, the website I got the information from, shows an example of a company called ‘Ultimate Potential’: “Ultimate Potential is a life balance business that offers a variety of services that improves ones lifestyle, body and mind. Ultimate Potential offers workshops, camps, programs, personal training, life training and more.” The client also wanted to demonstrate in the logo the words “energy, wellness, vitality, life balance, upwards mobility, and spirit”. The client also wanted to incorporate the initials U and P in the logo.
  • The old logo 
  • Research. Research includes the client’s competitors, the industry and searching for other logos in the industry, among other things. Research is a critical stage in the logo design process, as this ensures that your logo will differ from the competitors and it also sets a benchmark – your logo must be better than all of the competitors.
  • Sketching and Development. Brainstorming and sketching down ideas. Experimenting. 
  • Computer generation. Taking the best idea and experimenting with it on the computer. Don’t add any colours at this stage
  • Typeface. 
  • Colour. Once the final logo it has been chosen, it is time to add colour 
  • Compare the old with the new (if this is the case)  



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