To correctly and successfully create a client’s unique brand, a designer must understand the ideals behind the business. It takes a bit of research to covey the image that the client wants.
Choosing a color palette that portrays the ideals of the company is a good way to build on the brand.
Some ideas develop better than others. Being able to reject an idea is important in becoming a successful designer.
Analyzing competitors will allow the designer to create differentiation and provide the client with a design that matches the purpose of the company.
It takes collaboration with all who are affected in the company to create a brand that is timeless, meaningful, and unique. “The brand is the promise, reputation, and big idea” (Adams 2015).
Innovative Thinking
An identity system, or visual identity, and logo was needed for Rainy Day Toys, a mock organization that specializes in wooden toys and books for toddler aged children. The goal was to attract the attention of grandparents, parents, and children and convince them to purchase the products Rainy Day Toys offers. “An identity system is the combination of all the pieces that work together maintaining a singular voice for the brand. The logo is one part, now add a proprietary color palette, choice of typefaces, image style, choice of materials, and copy style” (Adams, 2015).
The creation of the visual identity was achieved by researching ideals from Alina Wheeler's book, Designing Brand Identity. "Ideals are essential to a responsible creative process regardless of the size of a company or the nature of a business" (Wheeler 2012). Specifically, the ideals of meaning and differentiation are used to display the company’s core values and make the company stand out against the competitors.
Rainy Day Toys’ visual identity was created entirely on the company goals and how it would affect the community. It would be simple to create a design that involved a rain drop or an umbrella based on the name of the company. The final design is a unique representation of the company because it exceeds the basic idea that most designers would have. In choosing a visual system, it may seem easier to copy material from another source or reference another style. To correctly design for a company, competitor designs need to be explored and discussed, but the design needs to be unique and contain differentiation from other designs in the same market.
References:
Adams, Sean. 2015. Foundations of Branding for Designers. Retrieved From
https://www.lynda.com/Design-Color-tutorials/Foundations-Branding-Designers/363131-2.html
Wheeler, Alina. 2012. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John
Wiley & Sons P&T, 10/22/12. VitalBook file.