Logo Design Process with a Client – Building A Brand, Ep 6

Introduction to the Rebranding Process

Overview of Blind Brand Strategy

• Josh provides feedback on the logo and website posted last week, emphasizing Blind's role as a design consultancy based in Santa Monica since 1995.

• The series aims to showcase the complete rebranding process of a company, offering insights into brand strategy.

Previous Episode Recap

• Ben and Mathieu visited Hamilton Family Brewery to gather feedback from Josh and Kristen Hamilton regarding style scapes.

• Emmanuelle Ricci, a lettering artist, joins the team to create a hand-drawn look for the logo based on client preferences.

Logo Design Process Begins

Refining Client Vision

• The focus is on helping the Hamiltons clarify their vision for the logo while uncovering insights that will guide creative decisions.

• A logo should identify rather than explain; it must be recognizable without detailing what the business does.

Creative Brief and Designer Roles

• Designers are given a creative brief to generate multiple logo options within a set timeframe.

• Emanuelle’s expertise in typography and calligraphy is highlighted as essential for creating refined designs.

Presentation of Initial Logo Concepts

Emily's Typography Focus

• Emily presents her iterations focusing on typography with both boxy and circular layouts suitable for various applications like cans and bottles.

• Discussion around balancing elements in logos reveals preferences for certain designs based on hierarchy and versatility.

Min's Monogram Exploration

• Min clarifies misconceptions about monograms, explaining they consist of two or more letters combined decoratively.

• Challenges arise when representing long names like "Hamilton Family Brewery" in a concise mark.

Design Iterations and Feedback

Exploring Letter Combinations

• The team discusses how to effectively represent the brand using initials, particularly focusing on an 'H' that could symbolize Hamilton Family Brewery.

Design Presentation Insights

Emmanuel's Design Presentation

• Discussion on the design layout, suggesting that the left side could be adjusted for better balance.

• Emmanuel presents his hand-drawn designs from his sketchbook, which impresses others who had been providing feedback throughout the week.

• The skill displayed in Emmanuel's lockups is noted as "awesome," highlighting a unique framing approach to the letter 'H'.

• Concerns are raised about size competition between elements; suggestions include resizing the 'H' or other components for better harmony.

• Emphasis on maintaining symmetry and balance in design while avoiding excessive flourishes.

Feedback on Letter Forms

• Initial impressions of rounded letter forms do not convey a sense of heritage; there's a desire for more traditional styles.

• Two favorite designs are identified, but concerns arise regarding potential busyness in one of them; simplification is suggested.

• Recommendations to explore multi-typeface designs while also considering uniformity within typefaces for clarity and cohesion.

Mock-Up Process

• Plans to narrow down concepts from 10 to 12 strong options to four viable ones before creating mock-ups.

• Mock-ups will showcase how logos perform in real-life scenarios, including various scales and color contrasts for client evaluation.

Focus on Hand-drawn Elements

• After initial presentations, Matthew and Ben decide to emphasize Emmanuel's handcrafted logo version due to its aesthetic appeal.

• Acknowledgment of some busy lines in corners; suggestions made to simplify these elements during vectorization.

Exploration of Monogram Design

• Discussion around the diagonal aspect of the monogram 'H', with encouragement to explore variations that may enhance visual interest.

• Noting that certain angles might evoke imagery related to bridging communities through beer, suggesting thematic depth in design choices.

Logo Design Presentation for Hamilton Family Brewery

Overview of Logo Concepts

• The first logo presented by Matthew and Ben is called "Stamp of Approval," featuring industrial typography with overprinted colors, aiming for a vintage utilitarian design to reflect the heritage of the Hamilton family brewery.

• The second logo, "Horseshoe II," designed by Emmanuelle, utilizes hand lettering to embody DIY qualities associated with Josh and the Hamilton brand. Its chunky and rounded features are intended to evoke warmth and welcome.

• Emily's logo, which bridges previous designs, adopts a more refined circular shape that visually centers Hamilton between people and beer. This design contrasts with earlier concepts.

• The final direction presented is another hand-drawn logo named "Cornerstone," inspired by the story of building a brewery on strong customer experiences paired with great beer. Its bowtie shape aims to capture adventurous flavors.

Selection Process

• After reviewing all four logos, Josh and Kristen express their preference for two designs that lack traditional beer imagery (like hops), appreciating their unique identity without explicit references.

• Ben presents the hand-drawn logos for closer inspection as Josh and Kristen deliberate on their choices. They feel torn between two contrasting styles: one evoking calmness (the horseshoe) and another that inspires action.

Discussion on Brand Identity

• Acknowledging diverse drinking settings—adventurous outings versus relaxing at home—Josh believes both chosen logos can coexist in representing their brand identity effectively.

• They consider how each logo would look painted on a wall in the brewery, leaning towards the circular design while contemplating adjustments to enhance its visual appeal.

Practical Considerations in Design

• As they finalize colors for branding, practical aspects arise regarding visibility within the brewery space; dark colors may create an undesirable atmosphere.

• Josh reflects on balancing creative freedom with business practicality, emphasizing how having a designer allows him to think beyond immediate constraints while still considering operational needs like merchandise color coordination.

Final Adjustments

• Matthew collaborates with Emmanuelle to refine the selected logo's details. He emphasizes that small changes can significantly impact overall balance and aesthetics in typography.

Logo Design Feedback and Client Communication

Challenges in Client Communication

• The design team is facing inconsistencies in the logo's serif thickness, which has led to a lack of uniformity across the design elements.

• A long wait for feedback from clients can be challenging for project leads, as it creates uncertainty about the quality of work and potential revisions needed.

Expectations vs. Reality

• Ben anticipated an approval email regarding the logo but received contrary feedback that indicated significant changes were necessary.

• The client expressed concerns that the monogram resembled a zero, prompting further adjustments to ensure clarity in branding.

Client Attachment to Identity

• Josh, a client, wishes to reintroduce a tree element into the logo design, indicating his emotional attachment to previous branding elements.

• This situation reflects common challenges in rebranding where clients may hesitate to abandon familiar identities despite investing heavily in new designs.

Understanding Client Motivations

• The team recognizes the need for direct communication with Josh to understand his motivations behind wanting changes, particularly regarding his attachment to existing symbols.

• Josh’s desire for deeper meaning within the logo suggests he seeks more than just aesthetic appeal; he wants symbolic representation tied to brand identity.

Pressure of Final Revisions

• With only one revision left before finalization, there is significant pressure on Ben and Matthew to align their design with client expectations while maintaining integrity in their creative vision.