BRAND IDENTITY DESIGNED FOR A BUSINESS CONSULTANT COMPANY
Our 1st principle of design is that, design is not a self-expression, but a process to understand the client and their market, and a graphic translation to help the two sides communicate. In this project, the client is a team of people who have been doing business operations between Italy and Asia for many years. They have a large network in between the two areas, covering from commodity sourcing and shipping to finance, marketing and operation management.
During the meeting we've learnt a lot in detail about their businesses and future goals. We act like one of their customers - trying to help them get to the top two keywords of what this business does, because in a busy world, customers can only remember one or two points about what you do. It was a hard meeting, because making a conclusion of what a business does means giving up many beautiful words and only keep the top ones. The good thing is, the client has a good understanding of customers' memory and wanted to have a clean logo and identity system for that purpose. The top two keywords concluded from the meeting were "Bridge" and "Double Directions", and for the fact that most bridges in the world are double directions in traffic, we went further down to the only one keyword "Bridge". Thanks to this conclusion process, we now have a clear design direction that the client is happy about. The 1st stage of the entire design process is done.
Our 1st principle of design is that, design is not a self-expression, but a process to understand the client and their market, and a graphic translation to help the two sides communicate. In this project, the client is a team of people who have been doing business operations between Italy and Asia for many years. They have a large network in between the two areas, covering from commodity sourcing and shipping to finance, marketing and operation management.
During the meeting we've learnt a lot in detail about their businesses and future goals. We act like one of their customers - trying to help them get to the top two keywords of what this business does, because in a busy world, customers can only remember one or two points about what you do. It was a hard meeting, because making a conclusion of what a business does means giving up many beautiful words and only keep the top ones. The good thing is, the client has a good understanding of customers' memory and wanted to have a clean logo and identity system for that purpose. The top two keywords concluded from the meeting were "Bridge" and "Double Directions", and for the fact that most bridges in the world are double directions in traffic, we went further down to the only one keyword "Bridge". Thanks to this conclusion process, we now have a clear design direction that the client is happy about. The 1st stage of the entire design process is done.
Giving the fact that, the word "Bridge" in our mind may not be the same bridge as in the client's mind. We did not head into design right away. The stage 2 is to find out which bridge type does the client prefer. We pulled together many examples of bridge inspired logos in different styles from internet, and show to the client. Clients don't know how to tell what they want in a designer's language, but they can instantly tell the likes and hates of each example. We now know what types should be absolutely avoided and the client's preference must be one of the rest. We then quickly drew some sketches by hand of what we had in mind from those example styles the client likes. These are not art works, but really a meeting note for the client to further pick and choose down to the exact point they had in mind. Together with the client, we came down to the two bridge styles. At this point, we feel a good success already.
Based on the two chosen hand drawings, we created four different combinations with two font types, which are good match to the character of the chosen bridges.
We presented these combinations to the client and see which one they prefer to continue with.
We presented these combinations to the client and see which one they prefer to continue with.
By far, both the client and us are almost clear which one is going to be the final shape of the logo.
The same process went again for the selection of colors.
The same process went again for the selection of colors.
and the 3 language brochure design as well.
Finally it turned out a great success of design - the client was happy about the help and result from the process.
The success is a result of an inclusive design process, where the client knows what's going on from the very beginning and has the freedom to choose on each developping stage.
The confidence of every party in the process are all high, and that had made to the success.
For any branding design projects, feel free to reach out to us!
THANKS FOR READING
The success is a result of an inclusive design process, where the client knows what's going on from the very beginning and has the freedom to choose on each developping stage.
The confidence of every party in the process are all high, and that had made to the success.
For any branding design projects, feel free to reach out to us!
THANKS FOR READING
