How a brand identity is born
The steps I follow in an identity project, from the briefing meeting to the final files.
Every identity project is different, but most follow a similar path. In this post I walk through it step by step.
1. Listening
I don’t sketch in the first meeting. I try to understand the brand’s story, its competitors and its audience. The right questions at this stage save time in the weeks that follow.
2. Research and direction
I prepare two or three directions built from visual references. Each one brings a different side of the brand to the front.
A good identity works not only at first glance, but at the hundredth.
3. Design and application
The chosen direction is developed into a logo, colour, typography and application examples. Finally I deliver all files along with a short usage guide.
- Logo files (vector and screen)
- Colour and typography definitions
- A short usage guide