Easy steps for designing a successful company identity
When you receive a client request to create a new identity for his products and services, it may seem a little bit frightening, but there is no need to worry; all you need is to use your design skills in a slightly different way. In order to help you with this, we give you some expert tips on how to create a great identity that will satisfy both you and your client .
1. Developing a strategic action plan since the onset of the project:
Prior to starting work on the new identity of the trademark, you should develop a Trademark strategy to identify a set of values and proposals, which are consistent with both your plan and the client’s desire. If such a strategy is not submitted since the onset of the project, the customer will not find that the creative work you offer is related to the product’s identity.
2. Working with a detailed summary of the identity:
In the absence of a detailed summary of the identity that outlines the characteristics of targeted customers: (Gender, age, interests, product details, the scope of identity in the first place and other information); then, the client and the designer will have envisage different identities, which may lead to conflicting opinions and totally non-objective requests and suggestions from either parties.
Thus, we find that the design summary adopted from the identity strategy is very necessary, as it makes the decisions and suggestions of the client and the designer costumer in the right direction.
3. First conduct research:
You should fully know the trademark you are working on and the history of the company that owns the trademark, its operations, objectives and values.
Subsequently, try to identify all the details in terms of the targeted customer, what the company provides to its customers, the nature of the targeted market, how the company desires to introduce itself to its customers as well as the forms and the means through which it seeks to promote itself.
4. Identify your client’s expectations:
It is very helpful and highly valuable to ask your client to provide a reference or a relevant example of the design or the identity he seeks. Then, you will have a better understanding of your client’s taste, what he prefers and the extent to which he can recognize the value of the design you will create. Thus, things will become clearer, expectations will converge and work will become smoother and easier.
5. Identify competitors
- Take a comprehensive overview of the colors, fonts and graphics used by competitors, and start working on something completely different.
- Think carefully about the shapes, colors and graphics, then look at them from your client’s point of view and then decide whether, or not, to continue working in the same way.
6. Do not depend on the logo only:
Although the logo often represents the core of the company’s identity, connects all its elements together, and visually identifies the trademark. However, you should realize that the identity of the trademark is not only based on its logo.
Therefore, when you create a trademark identity, do not focus on each element separately but always make sure to look at the large and comprehensive image of the identity and make sure that all elements successfully interact with each other.
7. Highlight the most important characteristic of the company:
If the product or the company has something special or a highly competitive advantage, the identify should focus on this element in a substantial and effective way.
Failing to do so will affect the company’s chances of reaching the audience for whom the identity is created. Focus more on this issue to make it halfway in your project.