Comprehensive Design & Troubleshooting

Developmental Sketches

By CRAIG KUNCE

Let the brand and target market direct your design work

Your brand and target market should influence and direct everything you designing for your client's brand . Everything you choose (name, typeface, color,logo shape, art image,illustration style, photos, etc.) should help communicate the brand/message to the target market. Period.

Things to consider

Name

Naming a business or organization is hard work. The one thing you MUST REMEMBER is that your organization’s name must reflect your BRAND WORDS. As I said before, It is extremely important that all of your brand identity decisions be made based on the brand words. This way you will always be delivering a consistent message and design theme to your target market.
Do not choose a name of a bank or business in the area you may look for a job when you graduate. You may apply for a job at their competitor, and they won’t like seeing that you did design work for a competitor—even if it was in a college class. Also, some companies and organizations don’t like seeing other people do design work that is unapproved. Original work is the best portfolio sample.
Look at the companies and organizations that you researched to get name ideas. Many names are created by using someone’s last name, a first name, or by combining two words. Whatever you do, just make sure it fits with your brand words.

 

Typeface

Once you have your name solidified, typeset it in several different typefaces and type styles. This process is important because your typeface will represent the brand words to your target market, and will be on almost everything you design.


Form/Artwork

Be sure to try all different types of forms, shapes and artwork when you start sketching your logo concepts. Think of art elements that will represent the benefits of your brand. What art is appropriate for your brand? What style should your art have? Loose or technical? Detailed or simple shapes? Think or thin lines? Realistic or abstract? Remember that your logo should be easily recognizable and memorable.


Color

Color is important when establishing a brand. Color is such a memorable factor in establishing brand loyalty that color can become synonymous with a brand. In fact, the concept that a color can identify a brand, and that a color can meet the legal requirements for a trademark registration, was set in the 1995 US Supreme Court ruling involving Qualitex v Jacobson. So, color can become a brand in our consumer's eyes and in the eyes of the law.

There are three main areas a graphic designer should consider when choosing colors for a brand identity:

  1. Does the color appropriately represent the client's brand/message?
  2. Is the color appropriate for the target audience?
  3. Is the color free to use? Does any competitor already "own" the brand color?

Developmental Sketch Examples

 

- Backbone Branding, on Behance

 

- Diego Leyve, on Behance

 

- Backbone Branding, on Behance

 

- Steve Simpson, on Behance

 

More inspirational Examples: Developmental Sketches

 

 

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