: Methods for designing identity systems beyond the logo I've been designing logos for awhile now, and I'd like to think that I've gotten better at it over time. Part of that is because I tend

@Murray664

To answer the question in practical terms (from my experience of working for a brand design agency):


designer researches the company and competitors
comes up with ideas/concepts and brand values
creates a logo based on brand values and research
mocks logo applications (mock up of the logo
in various contexts like a website, a shop, a letterhead) eventually
he modifies the logo based on his mockups and customer feedback and
market research if any
creates brand guidelines which could include (in addition to the brand values & logo): typography, tone of voice, imagery (photos/illustration) and the mock-ups nicely presented.


I don't think you need to be a professional photographer to give some indication of the sort of photographs that would go well with the logo.

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@Jennifer810

A brand is not just the logo and the usage of visual elements. It is instead a promise of what users and buyers will get by using said branded company/organization. It's the entire experience, from the moment a user discovers the brand down to how complaints and feedback are handled. Brand is the ultimate user experience - it is the sum total of the company or organizational culture. Thus, while the designer may help provide styling for the brand (think of it as a perfectly tailored suit), it is the person inside the suit (the organizational culture) that makes or breaks the brand.

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@Holmes874

It's context-centric, for the most part. It really depends on the particular business and the needs of the client.

Let's take a restaurant. They need an identity.

That could be:


a new logo


and be all that the job entails. Ideally, though, you'd get to talk with them some more and explain to them how a cohesive brand identity is important as it's not just the logo your customers will interact with but everything that has to do with your business. That could then be expanded to include:


advertising
menu design
signage
table ware (custom plates, napkins, etc.)
interior design
employee uniforms
accessories (take out bags, table tents, delivery vehicle livery, sandwich boards, tray liners, etc.)


You can't really define the style guide until you address the actual needs. The style guide--if needed--will usually come at the end. Now that you've created their brand identity, here are some rules that they can take and pass along to the next designer but still stay 'on brand'.

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@Michele215

Probably a good start is a good interview with the client. You can not (or should not) start designing a logo if you do not have a minimum information.

For example, a logo for a electronic medum only, lets say a web site, can use gradients and shadows, but if the logo must be printed in a shirt, or must be phisically built in the exterior of an office building the characteristics are completly different.

As part of this interview you should ask the uses of this brand, Do they have a fleet of vans to deliver the products? Do they like to use uniforms? Does the company uses bags, like a retail store, with the brand?

Besides that you can make a short list... or a long one of possible aplications, and categorize them. For example:

1) Basic ones. Business card, a folder, or some leterheads.

2) Electronic usage. A simple website header, a facebook wall image, some email firm, a Power point presentation.

3) Integration to a printed ad, the use with some photo as a background, in a magazine.

4) Possible 3d aplication. A video intro or a phisical construction in metal.

5) Etc...

You do not need to make all of those if your client does not need it, of course, but you will have the gidelines you need, and it is a good mental exercise too.

Of course in the process of thinking this aplications you can modify some aspects of the identity manual, you discover that a colour can not be reproduced on a specific product, or the lines are too thin for another aplication or size. Its better to think in advance that possible problems.

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