Curious about what goes into logo and brand design? Keep reading to see the journey behind the final product.
We'll dive into the brand design I did a while back for NutriNook, a Clinical Nutritionist empowering women to feel their healthiest and most energised!
We began with an online meeting to help me understand what the business is all about. This step is crucial to ensure the design aligns with the business's objectives and vision. I also send a short Brand Questionnaire to the client to fill out, so I have everything I need to get started. Some of the questions include:
- Explain what your business does in one sentence.
- Describe your target market.
- How would you describe the personality of your brand/business (if it were a person)?
- How do you see your business in the next 10 years, and what do you hope it will have achieved by then?
This step is key to making sure the creative elements align with the business’s objectives and vision, so the final design truly reflects the brand's personality.
Next, I gathered design inspiration and did some research to establish the creative direction we would be taking. And since this client was my bestie, I definitely felt a bit of extra pressure to give my utmost best! ;)
I created a Pinterest board, checked out sites like Behance, and explored trends that aligned with the vision and mission of NutriNook.
*On the topic of trends: It’s wise to create a timeless logo for a client, as it needs to stand the test of time. Trends come and go!
Establishing keywords early in the design process also helps keep you on track and prevents straying off course. In this case, it looked as follows
With inspiration in hand, I start sketching ideas, either on paper or digitally.. while some projects only need a wordmark, most require a unique brandmark (icon). At this stage, it’s all about experimenting, not perfecting. A blank canvas can be intimidating, especially when creating something unique, but when I hit a creative block, I revisit my inspiration boards to keep the flow going.
At this stage, I start to refine all my ideas for the 1st draft presentation. I also add suitable colour palettes, imagery, and brand typography options. I normally give about 2-3 main concepts with some variations where applicable. Below (left) is the logo’s that was presented and on the right is the winner/chosen logo.
In this case, the client chose a logo concept in the first draft, and no additional logo drafts were required. However, some clients may not find something they resonate with in the first draft presentation and may require additional drafts or tweaks.
Once the final design is officially approved, I begin cleaning up the designs, icons, wordmarks, and other elements (collectively known as brand assets). I organize it onto a document and export each color variation. Along with the final files, the client also receives a simple brand guide that outlines all the key assets.
And there you have it! I hope you've enjoyed getting a peek inside the process of designing a visual brand identity.
👉 CLICK HERE to view all final designs.
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