The second part of ‘The Supreme guide to good branding’ looks at logo design and consists of four simple stages: brief development, first-pass design ideas, design refinement and final design. Below we outline the basic components of each stage

Brief development
Wherever possible, we work closely with our clients to help develop and agree the design brief before putting pen to paper in terms of logo design. We conduct a short phase of fact finding, when we ask our client questions on, amongst other things, brand personality, brand style, brand look and feel, brands they admire or aspire to, whether they want to stand out amongst their peers or sit comfortably alongside them. By doing this, we can build a clear picture of how the branding should be developed.

First-pass design ideas
We typically present five to six well-crafted design routes in our first-pass presentation. These are explorations around the brief we’ve agreed with our client. We always try to map our design work back onto the key points contained in the brief, whilst exploring as many ideas and options as possible.

We show each piece of branding in context, typically in the form of a business card and a web page mock up, to give our clients a better feel for how the brand could start to develop as a visual system.

Design refinement
We look to refine 2–3 of the original design concepts, as chosen by our client. This may involve trying different colour palettes, typography, iconography and layout combinations. We then present our work back to our client for final feedback and decisions.

Final design
In this last phase, we develop the favoured route through to completion, incorporating any final feedback from our client. This gives us our final brand mark or logo.

Read part three here…