We often say that half of the ‘work’ in our graphic design projects is carried out before we even put pen to paper. It’s our skill in understanding the client’s needs (even if they aren’t sure themselves) that helps us to provide a design that wows them from the first concept. It’s not full-proof, but it’s a learning process and each project gives us more information to improve it. A recent logo project for the charity Service Six is a case in point…
- We met them for one of our ‘Discovery Meetings’ where we used a number of lateral-thinking exercises to help us to get ‘under the skin’ of their business and tease out information that otherwise would have been missed.
- We considered a number of possible creative directions and developed the most promising ideas as sketches.
- After selecting and refining we produced five initial concepts for them to consider.
Although the concepts were fairly well received, there was no consensus, and even after a round of additional concepts, we did not seem to be any closer. We could have simply continued to throw ideas at them until we got lucky, but we realised we needed to change the process. We, therefore, met with all the staff together which allowed us to:
- Review all the concepts so far and reduce them to a shortlist
- Demonstrate the practical issues with the current logo and why it needed to change
- Suggest some ‘evolutions’ of their current logo
On the very next proof, the team unanimously approved the most ‘radical’ evolution of their logo – confirming that our approach was justified. This new Service Six logo keeps the core identity of the old one, but:
- It’s much simpler and cleaner.
- It’s now a Vector file so is much more versatile.
- Looks more modern and professional without losing the essence of the original.
Onwards and upwards!
This project highlighted some key changes we could make:
- Give you fewer initial concepts to reduce confusion and indecision. If they’re not quite right, we can still provide additional ideas at later stages.
- Use our experience to guide you in how to feedback effectively: i.e. help you to ensure that feedback is not simply a list of likes and dislikes, but a constructive review with decisions and selections.
Can we help you?
Does your designer just throw ideas at you or do they work with you as a creative partner? We’d love to discuss any campaign ideas you have so get in touch 🙂