At SpellBrand, we take brand designing very seriously. We go beyond the aesthetics and think deep about the strategy, message and impact of a brand on the target market.
After an exhaustive discovery and research phase, we will create between 4 and 6 different unique brand identity design directions - each telling a story and communicating a specific message.
We will work with you tirelessly to ensure you are completely happy with the final brand design. Your brand identity is going to be the face of your business and we want to make sure you truly believe in it.
Once the brand identity is complete, we will provide you with all the final brand assets and files so you can go into the world and start your marketing with confidence.
Creative Brief – The first step of the logo design process after engaging our services is the completion of the creative brief. This includes questions about the company, products, service or business but more importantly questions about the target market, the kind of message the client wishes to broadcast through their logo design and their design preferences.
Team Assignment – Once the creative brief comes in, a creative lead is assigned to the project. This would typically the strategist or creative director the client would have either communicated via email or phone. The creative lead then picks a small team of 4-5 designers to work on the logo design process. The assignment of the creative lead and the designers is based on the industry segment of the client’s business and the kind of service level they had purchased so that senior staff can be assigned to more comprehensive client projects.
Project Creation – The project manager continues the logo design process by creating a project on our online studio floor where the client can see the team assigned to the project, can communicate with each designer, check out the milestones and calendar and see the design presentations.
Once the project has been created on our studio floor and the team assigned, it is time for the creative director/lead to start the research and brainstorming process. This can be spread across multiple days and sessions and all members of the team are involved. One third of the time and effort is spent on research into the company/business. Another third is spent on competitive landscape analysis and research and the final third is spent on the target audience research.
After the research phase is completed, the team will be armed with 6-8 different brand story directions. Each of these directions is then turned into a creative solution by the creative director and the team of designers.
Each designer takes ownership of one or two different design directions and they start sketching out ideas and doodles to translate the brand story into a visual representation. Most of this happens using pencil and paper. Sometimes scores of different design ideas are drawn up.
The creative director then works with each designer to filter and choose the best candidates to take forward into the digital design phase.
Once the hand drawn sketches are sorted and prioritised, the team gets to work building the digital versions of the logo design ideas. Each logo design is built in vector format using clean design principles. We use Adobe Illustrator for building all our vector art work.
These digital designs are fine tuned and crafted with so much care that sometimes one of them becomes the final design and is selected by the client to use as is. Other times, clients may choose one direction and then request some tweaks or changes to the design – either the typography or layout or even the color palette. These are called revision rounds.
Revision rounds involve tweaking typography, layout or sometimes even adding additional elements to the logo icon. After one or more revision rounds, and once the client is happy with the final design, the team works on whatever other brand elements the client had engaged us for – such as secondary icons, brand patterns, matching stationery designs, marketing elements and even a website.
At the end of the process, we create printer ready final files formats and camera ready vector artwork (including EPS and AI files) as well as web ready files such as JPG, PNG, GIF and PDF files and upload them to our servers so the client can download them for safekeeping and usage. If a brand manual was included in the contract, we create that too.