Written by Jeremy Sanford,
President of SPU chapter of The Professional Association for Design
It’s hard to say exactly what goes into branding a company, because every company is different. Designers usually try and identify problems that need to be solved. So, when a designer starts there is usually one (or multiple) problems in the back of their mind to solve. It’s important to note that a brand is not just a logo, but consists of all of the touch points of a company.
The process for logo design is generally as follows. A designer will meet with their client, and possibly obtain a design brief including all the specific requirements (how many colors can be used for the logo, style, ect). There are multiple rounds of sketches, usually by hand, that are focused more-so on form. These sketches are usually then brought into the computer, and another couple round of sketches are made. Once happy with the form and shape, color can be introduced. Even more sketches result from adding color. Generally there are multiple revisions and tweaks that occur. It’s important for designers creating logos to keep in mind all the different ways their logo will be displayed. How will it look big, small, reversed out, black and white with no color, ect.
Something to point out, Pepsi will spend some $1.2 billion over three years to make changes to their brand. The change to their logo seems quite small, but a ton of design went into creating this subtle change.
(SPU AIGA, a student media club is offering their services to social venture plan teams. You must first enter their competition by explaining your social venture. Submissions can be sent to brandedaiga@gmail. For more information look at “Dates to Remember or contact Jeremy at email@example.com)