Although I design often, usually it’s smaller things like newsletter banners and images for Facebook campaigns so when I get a hold of a branding project, I get excited. I don’t think I’ve ever gotten a chance to share some of the things that happen within my branding process so this might be a first. You may or may not recall my bright and nautical moodboard. Since the project is going full steam and we’ve narrowed down a final logo choice, I’ve decided to share some of the options that got us to the final choice. Although the final choice isn’t pictured above, and it’s not my favorite, I really am happy to see how we got there. We’ll be launching a full print campaign as well as a fun responsive site within the next few weeks for iFish Orlando. Tourism is big here in central Florida for obvious reasons so this all-inclusive charter and fishing service is one of the very few of its kind in the area. I’m excited to be working with a multi-dimensional entrepreneur to get this underway.
I also wanted to share this after having a great conversation with fellow local designer, Hyemi, last week about designing and processes. During our conversation, I came to realize that my target market been the small business owner. We worked with a few startups, a few non-profits, and a few established businesses. Most of our clients as usually years older than we are and we’ve worked with an equal number of men and women. The services we provide coupled with strategies we implement, our projects are usually multi-faceted and require a lot of systems to keep them afloat which mean my design process is usually a lot different than a lot of the designers I interact with.
While I’d love to have my client pin images and create moodboards, I’m faced with the reality of creating concepts for our conversations which can be a bit more engaging. In the first few client facing meetings, I often learn a lot about the entrepreneurs we interact with. When your business is your life, your present, your past, and your future, you’re a lot more reluctant to hand over the responsibility of creating an identity to a couple of kids who have no educational credentials. Sitting in front of the mother whose business has been her life for 15 years, you start to learn about her ambitions, what she admire, what her goals are, and why she wants you to create something from what she’s built.
So while I get frustrated at times not being able to work with more people like myself, I’ve learned so much about business and what I do makes people inspire to believe in their business. A logo may just be a logo to many of us; but to someone who has waited their whole life to claim to something, looking at the first few options from a couple of kids who believe in their business can be the start of something amazing. I love what I do and I love my processes. I love working with people who believe in building something amazing because that’s what we do.
Each designer has a process. And when we are able to meet with a client, then it’s heaven. People open up to you much more over a cup of coffee -and then, you can have a much better idea of who they are and what they want.
Now, going back to your “and it’s not my favorite”… it’s usually like that. =/ But, at times, we are just tools – to achieve the ultimate client satisfaction! =D
Hah! Nearly 2/3 of the logos we end up picking are the ones I dislike the most but clients know what they want and it’s not my call. However, it’s always fun to showcase the rejects 😛
Like you, my design process usually never includes clients making moodboards & all that glitz & glam. I like to meet w. clients over lunch, dinner.. some type of food & really get a feel for them, what they stand for, what they don’t stand for to really help me envision the feel for their brand. i’m the one that will usually do a few mood boards or ‘presentation decks’ where i present them in several different styles we go from. they pick and i take it from there, getting their input and feedback along the way.
and you’re right, a logo may just be a logo to many people.. that’s why i get so sad with those $5 logo things. for me, a logo is the beginning of the story for a brand. i love building brands and allowing others to share their stories w. the rest of the world. 😉
Food is the best! I’m usually too busy to take a full meal meeting but maybe next time that’ll be our approach! I’m always doing the presentation decks and showcasing styles that may appeal as well. 🙂
Wow! this is so cool! please share more of your logo process! i’m obsessed!
Hopefully some time in the very near future!
Love the website. I hate those $5.00 logos and people seem to be going there for them on Fiverr in droves but they don’t realize you will still have to pay if you want it in png or if you want it resized or more than one color.
A lot of my client are out of state so I don’t get to meet with them but I do skype with them once a week. I like to give assignments and tasks so that when we are done you will have the platform of how to do things on your own.
Sigh. I don’t even frequent places like Fiverr just because nothing good can come of it. I’d love to work with more people who are out of state but for now, central Florida has us pretty tied up!
wow! Thanks for giving us an insight into your creative process, Angel!! These logos look great!
Being more transparent is a goal of mine with this new site! Hopefully, I can make things happen. Thank you Jessica!
why do clients always pick our least favorite logo?! haha
can’t wait to see the final one!
They know! lol it’s just our aesthetics are usually quite different from our clients. Different strokes I guess? I want someone to pick my favorite just once ;P
So happy to read this, Angel, because I have no process whatsoever. I admit it. I honestly have no idea how it works. I’ve tried to find books and read about logo / graphic / web designing process, but I can’t find anything that really helps me. I’m not even sure if there are guidelines to follow when getting a new client, but I just made up some things that I feel like are right for me. Thank you for this post!
Victoria, it’s ok to not have a process in the beginning! I think we all sort of look for a process. Here are some amazing books to check out –
http://www.amazon.com/Graphic-Design-Process-Problem-Solution/dp/1856698262
http://www.amazon.com/Graphic-Design-Thinking-Briefs/dp/1568989792/ref=pd_sim_b_1/179-2188801-8961535
http://www.amazon.com/Designing-Brand-Identity-Essential-Branding/dp/1118099206/ref=pd_sim_b_3/179-2188801-8961535
http://www.amazon.com/Thinking-Type-2nd-revised-expanded/dp/1568989695/ref=pd_sim_b_9
Along with some great articles –
http://www.smashingmagazine.com/2009/08/26/vital-tips-for-effective-logo-design/
http://vector.tutsplus.com/tutorials/designing/the-logo-design-process-for-ultimate-potential/
http://www.1stwebdesigner.com/inspiration/50-concept-completion-logo/
I love getting an insight to your work. I really like those logos! Congrats on moving forward with this project.
I make moodboards for myself, and I share them with the client just to show where my vision is going. That way, if they view the moodboard and are conflicted about something, we can stop it right there. I also use the moodboard as a way to present patterns and font styles, because I’d rather express it that way than in a document.
And you’re so right about types of clients. It’s great to work with people who share your creative vision, but it’s also humbling and rewarding to work with the ones you mentioned.
Thank you so much Tanea! It’s so easy to catch creative differences earlier in the project rather than later.