by Bob Mortensen | Share +
A Brand makeover is a reinvention of a companies image based on tangilble, objective parameters derived from research and interviews. Researching the cilents industry to determine what the competition is doing, and to improved upon it. Understanding the clients industry will ensure the new brand is appropriate and relevant. The new brand should look like it belongs in the industry it will live in, if not, target audiences may not react in a way that will benefit the company.
Another area of research is to determine the clients particular audience. Audiences are deversified by location, economic standing, buyiing habits, education and professions. We ask the question will our target audience respond to the applied aesthetics, if so, how will they respond? Are the applied aesthetics appropriate to our audience?
After our research is concluded we interview our client to find out how they go about doing business. What is their particular style? Do they operate casually, formally, seriousl,, humorously? These conclusions are taken into consideration when deciding what design elements will be created for their marketing materials.
The center of all brands is, of course, the logo. A logo is expected to say many things in a little space. It is expected to communicate the essence of a company in a timeless and appropriate manner. This design workhorse cannot be everything to everyone but it can be memorable and unique to the company upon which it belongs. This is why research is so important. The research will give us clues as to what we should and shouldn't do when designing a companies logo.
The logo design process consists of sketches, revisions and yet more revisions. The client is always involved in the proecess insuring they are comfortable with the many stages the logo will go through before a final draft is determined. This process can be arduous and frustrating as the logo is one of the most subjective design elements of a companies brand. It is important to embrace the process and have fun with it.
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