Identity Design Process
1. Brief and understanding
An identity is more than just a logo, it runs through the whole company. This means that creating a consistent personality across a business is key to it's success.
An identity project can have two starting points; creating a new identity for a start up company, or revitalising the image of a tired, established brand. The chosen path depends on the brief supplied by the client, with Naked Creativity experienced in both of these types of projects.
When designing an identity, it is essential for the client to provide a detailed brief as a starting point. This would then be discussed with the Naked Creativity team to outline what the company does and what makes them unique. This ensures that a high level of understanding is attained of the core business ideas.
A2PosterPrinting were looking for a stand out identity as their business expanded into large format poster printing; Captain Cyan was the developed identity.
2. Concept Designs
Based on the insights gained from the initial meeting with the client, a selection of concepts are developed that show possible directions for the identity. Depending on the brief and scale of the project, this could include logo designs, colour pallets and font options that are applied to touch point examples such as business cards and websites.
Although these initial mock-ups are often ‘rough and ready’, they allow the client to visualise how the identity would look when applied to their business. The concepts are presented on a mood board and discussed in detail with the client, their feedback noted and used to refine the designs.
3. Feedback and refinement
Refining an identity is always tricky as there are lots of different elements to consider. For example when considering the logo, small tweaks to the font, line height and logo mark can make all the difference, these subtle finishing touches finessing the design.
During this refinement process, the client is kept in the loop by their contact in the Naked Creativity team to allow them to see how the identity is progressing. This ensures that any feedback they have is implemented and the project can run to a tight timeframe if required.
Brand guidelines are also produced by Naked Creativity to allow effective application of the identity by the company or other agencies. These guidelines communicate how the elements of the identity should be applied to effectively communicate the personality and core business idea.
4. Application and print
Once the identity has been refined by Naked Creativity and signed off by the client, it can be applied to various company touch points. Naked Creativity’s involvement in this depends on the project, but as a company are experienced in creating both print and digital media.
It is possible for Naked Creativity to apply their graphic design and website development experience to create a variety of marketing collateral such as business cards, promotional brochures and websites. The majority of past branding projects completed by the Naked Creativity team have involved all of these aspects, the client choosing to remain with the design consultancy that completely understands their company ethos.
Naked Creativity are also able to assist with the design and print specifications. With an extensive list of print contacts who are able to produce quick turn-around and bespoke printed graphics, a clients need can be met quickly, without breaking the budget.
A PDF can be downloaded here of the identity design process.
