You’ve had enough of working for ‘the man’, you’ve found a gap in the market, developed a product, service, whatever, now it’s time to put your mark on it. This is not a simple task, which is why it is not cheap - if it’s cheap you’re after you should probably leave now, unless you’re from the corporate world where ‘cheap’ would be anything under $70,000 - and it is not one you can do yourself. So you’ve finally found a couple of designers whose work you like the look of and you’ve made your initial enquiry.
Research at my level of identity design does not include exhaustive market research and the use of tele-marketers etc. It refers to finding out everything I can about your business and brand, your aspirations and goals, how you need to be perceived and by whom. What is the visual message we need to develop that accurately expresses what your business is about, where it is positioned in the market and who should know about it. To begin, please download my branding questionnaire. (There is no obligation to go any further by doing this).
I will then develop concepts by writing and sketching from ideas formed through brainstorming. I’ll email you with my intended direction regarding fonts, colours and styling to ensure I have understood your requirements correctly. Then I will begin developing a series of electronic files in the adobe creative suite from these concepts for the next stage.
At this point I will send you 3 options with a rationale for each which explains the thinking behind the choice of colour palette, typography and the mark itself, if one is required (not everybody needs a logo mark) and helps clarify the visual direction in which I think the identity needs to go. Initially we are focusing on the logo, while I will also develop tag lines to help position and clarify what it is you're offering. I then need your feedback, whether positive or negative, so I can can make the necessary alterations. *Sagi Haviv.
Once we're both happy with the logo I can then start developing the wider brand identity - stationery, brochures, signage, concept web pages (the design of the website is a separate job at this stage), whatever we've decided you will need initially. This establishes the 'look and feel' of the brand which is ultimately what it's all about - creating a distinctive look which accurately reflects what the business/brand is all about.
Finally all the required items have been created and approved. At this point the final invoice is sent out and on payment, all electronic files are supplied, which includes your logo files (.eps, .jpg, .tif (mac & PC), .psd, .png, .ico. In Pantone, CMYK, RGB, black only & reversed) fonts, print ready files and most importantly, the style guide (pdf). These are sent via ftp for download in a single folder. Should you 'misplace' these files I will always have the originals available at no charge. With regards to your printed items, I prefer to manage this using my own supplier, that way I can ensure the quality is as it should be, and I get samples of the finished product for future reference.