The first video I watched was “The Origin Of Branding” where we learn about the research and inspiration parts of making an effective brand strategy. He starts by saying that “you’ve been hired to solve a problem” and you don’t want to take any steps that the client could do on their own. The process, he says is messy, and takes a lot of looking through information, such as company values and goals.
When creating a brand image, look for 5-8 words to design by. Find the company’s strengths and weaknesses, and accentuate positive perceptions and try to have a cohesive strategy that highlights all the positives of the company as they support each other seamlessly.
The second video I watched was, “Aaron Draplin Takes On a Logo Design Challenge” where he starts a logo from scratch and talks about the steps that lead up to having final comps to present to a client. He goes through the entire process from sketches to illustrating it in Adobe. He says if you’re stuck, or have been looking at it for too long, start mocking up t-shirts, hats, or signs with the logo on it to get some clearer perspective. The most important part I took out of this was having multiple options when presenting to a client.
Even the best logos started from many rough concepts. His inspiration for his logos come from “old world” design, because he says if something worked 4 years ago, or 40 years ago, it’ll probably still work today. For his logo he takes the first letter of the company, “All Base Concrete Company” and starts coming up with some ideas to make a symbolized “A” that incorporates some aspects of the company with a timeless and solid look.
To begin, just writing the name out a couple times in a notebook is enough to get a better idea of the company and to start building your own concept. The more character you add to your idea the stronger it will be. By researching the company, finding out how old it is, where it originated, and what they do, you can make a more relevant logo because its meaning will last. The next step are the aesthetic properties.
After he gets the basic idea of an A that resembles a concrete wall, he goes into Illustrator and starts breaking it up in different ways to help visualize the ideas and see which one works the best. As he works, he keeps all of his previous versions as a show of his thought process which is helpful because when presenting he says it’ll be important to explain his design decisions with backup from his own work process.
The last thing that he talks about as one of the most important steps is having many revisions and versions available for the client to look through when making their final decision. This is better than simply having one that you, the artist, are set on, because there’s nothing to fall back on if the design fails in the presentation. It is always important in this business to be as flexible as possible because while something may look perfect to you, the client may want to see other versions just to be sure about the final product. This could include the mockups of t-shirts and hats to add emphasis and increase the impact of the presentation. In the end, everything must come together seamlessly, and he helps to lay out a process to clarify what exactly needs to go into logo creation all the way up to presentation