What can I say about Identity Design that hasn’t already been said? Not much really, but I’ll give you my take on it. First off, I’m always very excited when I start a project.
I often start by giving clients a questionnaire that they fill out prior to my first meeting with them. I find I work well with what they don’t want versus what they do want in their new identity. I usually get pictures right away in my head of visual possibilities, animations and taglines for different logo marks. I often ruminate in this way before I ever start to sketch anything out and then hit the computer.
I usually deliver first comps in black and white (grayscale), this allows the client to see how a logo mark or type treatment will work on its own. After initial comps are done and a version is chosen, I then move onto colors and then try to make any tweaks that the client has requested.
I enjoy logo creation because they are like puzzles and when you start you don’t know the answer and of course there is usually only one that is the right answer to solve the puzzle. Most good logos play a game of some sort with the viewer. The logo needs a viewer to relate with, someone to view it, it needs someone to interact with it on some level and hopefully on some level create a desired outcome with its viewer. I know it’s simplistic but I strive to create this interaction every time I make a logo. Some logos in my opinion do less than this, but are still effective glyphs at portraying a feeling or one word message visually. We can all think of single marks that identify a brand and yet really could have been made with the burnt end of a stick on a cave wall quite legibly.