While every designer and design studio probably has their own unique process for developing identity marks and logos, we thought it might be useful to shed some light on our creative process here at Iron. From blank sheet of paper to final files, here’s how the magic happens.
This is where it all begins. For many clients, it is their first time working with creatives, and as in any relationship, it is important that both ends communicate what their expectations and goals are from the very start. Clients should stay “in the loop” throughout this partnership. Our job is to bring your vision to life, and your feedback is important. Combining your knowledge on the brand with our design expertise will elevate your product to its utmost potential.
Research & Strategy
With a defined scope, our design process begins with extensive research and strategizing. Through fact-finding, artistic planning, and real-world comparisons we gain a comprehensive understanding of your brand, audience, and industry-related standards which will inform our design thinking. We’re always on the hunt for inspiration, and may come across it in the most unlikely of places. Our design shrine (aka our brimming bookshelves) is where we like to start.
Brainstorming & Sketching
Whether we brainstorm as a team or come up with concepts individually, we constantly review and give thorough internal feedback throughout the initial stages. The outcome of this phase in the process really depends on the project. Here is where our verbal and visual ideas spill out on paper. We believe there is no bad idea at this point in the process, but that each idea may lead to another, and eventually develops into its own original direction. We then hone in on a few of the strongest concepts and get to work.
Design & Exploration
Once potential concepts are identified, we begin developing design treatments. These variations can be numerous, and each execution can take a different path. Some may be simple type solutions, others may involve exploring deeper identity elements like icons, patterns, textures and illustrations. Whether we’re pairing typefaces, or constructing custom logo forms, we keep striving to find the solutions that best represents all the brand attributes.
Dotting the i’s and Crossing the t’s
Figuratively, for the most part. In the refinement stage, we are constantly tweaking even the most minute details of the mark to ensure it meets both the client’s and our expectations. Whether it’s polishing an existing logo, or creating a new brand logo from scratch, we are all about collaborating with our clients to achieve marks that exceed expectations.
Keep in mind, a logo is only a part of a brand— simply the foundation. While a memorable logo does pave the way for a successful brand, the environment where the logo lives, its connection to the supporting message, and the way it reaches its consumer is equal to, if not more important than a logo on its own. Every piece of your brand plays a role in what your company stands for and the emotion that it evokes. Although each of those pieces can probably survive on their own, together they could become a force to be reckoned with.