The Design Phase

Previously, we've discussed research and strategy. The next phase in the brand identity process is the actual design. The book covers several elements of design - designing symbols, logotype, signature, color, typography, sound and motion. The design phase culminates in the presentation to the client.

The first topic I'd like to address is a quote by Steff Guissbuhler:

"The trademark, although a most important key element, can never tell the whole story. At best it conveys one or two notions or aspects of the business. The identity has to be supported by a visual language and vocabulary."

I like Steff's point of view a lot. The brand is more than the mark. The brand is the whole experience. It is the collection of all touchpoints.

Next, I wanted to discuss color. Wow. Read up about color theory. Phenomenal concepts. Color is incredibly powerful. It triggers emotion, expresses personality and creates brand associations. In the sequence of visual perception, people register color before content. The importance of color is quantified by the fact that sixty percent of the decision to buy a product is based on color.

My last topic for the evening is based on a Suzanne Young quote:

"Don't expect the work to speak for itself. Even the most ingenious solutions must be sold."

I can't agree more. Ultimately, communication is just as important if not more important than the solution. Yes, your work and the ideas behind it should be solid. But, at the same time, you have to be able to communicate to the client why that work is good. If the client doesn't understand what you've done for them, have you really done anything for them?