The value of Branding and the creative process
Technology, trends, and audiences are constantly changing or evolving. As much as we need to embrace them all, there is no denying the value of quality and timeless design.
Branding value is sometimes hard to put a price tag on and define not in its complexity or simplicity but rather in the strength of the idea and concept behind it. Defining and positioning a brand can be done in several ways, but it often comes down to designer experience and understanding your client's preferences or needs.
Software-Generated Design
Some of you know of or have probably seen advertisements for these new "do it yourself" services offered by big tech companies. There are more and more software-generated solutions offering low-cost branding services online. This service could interest local businesses or start-ups with smaller budgets. However, we can not deny this impact on our industry and how it undermines or removes our profession's value from the public eye.
They attract entrepreneurs with slogans such as "Create your logo in just 15 minutes". This trend makes us wonder how personalized these solutions are and how far you can go before everyone has similar brand images within the same industry.
The Truth
If you have yet to have the chance to work with a creative team like ours, you are missing out on an excellent opportunity. A lot goes into it, from the start to having your brand on a billboard sign. There is a meaning for every decision to favor your brand, no matter how simple it may be, from the choice of fonts, the wordmark, the colors, the symbol, and even the art direction itself.
The truth is that branding goes far beyond the creation of a logo. The objective remains the same, representing your brand most efficiently and with originality.
“The importance of solid branding and the process to achieve this goal is why you should hire a team of professionals.”
The Process
Everyone has their way of working, and we can't say there is a "right way" to quality design. We apply good practices based on our experience. We developed techniques broken down into simple steps to deliver quality work in the best delay.
Creative Steps
1. Client Meeting: This step serves to learn about the company culture, its preferences, and the client's needs.
2. Mood Board + exploration + presentation
3. Conceptualization + design (based on client preferences).
4. Concept Presentation: We present at least three design options with descriptions and suggested applications.
5. Branding Delivery
6. Brand Applications: Design branded visual assets that respect the creative direction helping unify and reinforce the company's overall image.
7. Brand Book: Creation of the brand book to ensure proper brand use. This document guides the creative team in their application or whoever will use the brand.
8. Brand Reveal
Brand Style
There are different popular or noticeable logo styles out there. Like fashion, some follow trends, and some fall in or out of style. At Tsé, we believe in creating lasting and timeless brand images, no matter the direction we choose. These styles also tend to be attached to particular industries or demographics. As much as these styles can benefit by helping audiences identify with the company's products or services, it is essential to be careful and not fall into obvious "clichés." An easy example would be the military stencil font overly used for paintball clubs.
We always suggest researching the competition, and count on us to find the right way to distinguish yours from others.
Here is a list of logo styles: Pictorial, Lettermark logos, Wordmark, Abstract marks, Wordmarks, Emblem logos, Mascot logos, and Combination logos.
Send us a message and let us know if you have questions or if you would be interested in our branding services. Check out our work to discover some of our most recent branding creations.