Core Branding Processes

I've always found the processes behind design work as interesting, and sometimes more so, than the results. Having noted that I regularly show new work on this blog but have never gone through processes involved, I thought I'd redress the balance.

The steps I take in core branding briefs is something I need to explain quite often, (mainly due to many budget 'designers' willing to knock up a logo in a couple of hours), but that is a whole different blog post! So I thought it would be of interest to show my processes when it comes to tackling branding briefs.

This is by no means a comprehensive 'how to' guide but does explain a some of the basic steps involved in any considered branding brief. The images (click to enlarge) take you through some of the of prep work I created for a recent branding brief.

Research
The first step after defining the needs of the brief is to do a bit of visual research on competitors, target markets and associated industry. The depth of this research often depends on the clients needs and available budgets. However I always put together a short research report to identify any market trends and get a feel for the sort of approach the client prefers and what is appropriate for the target market.

Initial Thoughts

Following on from the research I then set about brain storming, sketching initial ideas and putting together a broad selection of possible base typefaces and colour schemes.

Initial Concepts

Exploring as many possible routes in a rough and ready fashion starts to sort the wheat from the chaff. Any ideas that have possibility for expansion go forward to the client for feedback.

Refined Concepts

From initial client feedback generally one or two routes are chosen for further development. Shortlists for base and supporting typefaces, refinements to icons and colour palette are made.

Final Revisions

Following any further comments from the client, final decisions about the finer points of the logo are made, along with final print and web safe colour palettes and house typefaces.

Final Artwork Files

Once the branding is approved the final artwork files are produced. Typically this consists of full colour, single colour and mono versions of the logo as vector EPS files, high res CMYK Tiffs, and web ready Jpegs or PNG files. If required basic or full brand guidelines are produced including logo usage guidelines, Pantone, CMYK, RGB & HEX colour references and web and print rules.

Basic Branding Implementation

Depending on the clients specific requirements a number of core branding stationery and template items are produced, with close reference to the core brand guides, typefaces and colour palettes. Typically including options for letterheads, comp slips, business cards, powerpoint and word templates.

Solid, considered logo development from the outset not only helps create the foundations needed for establishing a coherent brand, but also makes the development and implementation of all subsequent materials easier and stronger.