The journey to finding your brand’s ideal identity is an exciting one, but it can also be frustrating. Here are some basic recommendations for you, in case you are stuck:
1. Do great amounts of research.
It is critical that you see what’s already out there, what the competition is doing, and what the current trends are. It is also vital to consider timeless and classic looks and balance it out with what your brand needs. I also like to add a hint of random research for inspiration, I find it helps breaking the squared mindset and feeds your creativity.
2. Separate your desires from your needs, and you will find that both things are often very different.
We all have our personal taste in things, but it’s important to set it aside for the design process when it interferes strongly with what is functional. You might like something very extravagant and out there, but it you are trying to accomplish a sophisticated look for a high end hair salon, you might want to resist the urge to go for that look you so much love. This depends a lot on the demographic you are targeting as well; get to know your audience. After all, you are selling to your target market, not yourself.
3.Break the rules – in an educated fashion.
Everything is permitted nowadays; and if it hasn’t already been invented, you get the privilege to be the first person doing it. This is the anti logo age; people change the colors of their identity, they play with the shape of things, and they make variations of it to throw to the public every once in a while. What’s important is to keep certain aspects of your logo or identity consistent, to maintain the identity spotless. Go ahead! Make your logo bendable and chameleonic; just always recognizable.
4. DO MAKE THINGS BY HAND!
Mentors used to tell me to do things by hand before even approaching my computer, and I absolutely hated it. I found so much light in the computer, and so much dexterity to do things quickly. After some time, though, I grew tired of seeing the same thing over and over on my screen. Hand rendering things first gives it so much humanity, personality, and character.