January is an odd month, loathed by so many for its cold, miserable weather and its dullness compared to the exciting festivities of December. Yet this month is the start of so many new ventures. It’s a month of resolutions to do better, be kinder and finally start that business, write that book or follow that dream you’ve had for so long. January, in all its boringness, produces many wonderful and exiting beginnings.
I like to have good tidy up of my studio in January so I can start the year with a clean desk and a clear mind. But the most exciting thing about January for me is all the new projects, ventures and new client meetings I have lined up in my diary.
Visual Identity Artists are passionate about helping entrepreneurs and small business owners and corporate clients attract their desired customers by making their brand look the best it can. But how can you make sure you get a Visual Identity, or Brand Identity, that truly reflects and communicates your brand’s ethos, values and quality?
Below are six tips to help you get the very best out of your designer, and end up with the Visual Identity your brand deserves.
Find the perfect fit
Having a Visual Identity designed for you is a very enjoyable process for both you and your chosen designer. It is important to work with someone who is excited about what you do and who understands your business. A face-to-face meeting is the ideal way to get to know each other and decide if they’re a good fit. The chemistry must be right.
It is also essential that you like their style, most designers have a website where they show off their work, so have a look through their portfolio to see if you like what they do.
The price is right
There are vast differences in price when it comes to Logo and Visual Identity design and when you’re on a budget, which most new businesses are, it might be tempting to go for the cheapest quote you can find. But as with most things in life, you get what you pay for. To avoid ending up with a logo that looks as cheap as it was, try to focus on the value it will add to your business rather than making cost the deciding factor.
You want your brand to be unique, appealing to your target audience and stand the test of time. So get the very best you can afford.
Your designer will ask you lots of questions about your company, your brand, its values, story, pricing, target audience and vision for the future. It’s best to have your business plan and brand strategy prepared when you meet your designer for your initial consultation.
To be able to provide you with an accurate quote for the complete Visual Identity project, they will also want to know what you need in terms of deliverables; i.e. stationery, leaflets, roller banners, flyers, social media banners etc.
Although it is important to tell your designer what you do and don’t like, you should keep in mind that what you want, might not necessarily be what you need. Your designer will put themselves in your customer’s shoes and will come up with a design that is adaptable, extendable, timeless and recognisable to both your current and potential clients. Approach suggested concepts with an open mind. Give your designer space to impress you with their ideas.
Timing is everything
A well thought out, beautiful Visual Identity is not created overnight. The initial discovery process of research, idea development and mind mapping is a crucial stage before moving on to the actual sketching of logo ideas, colour theme development, digital drawing of the logo through to the preparation of Visual Identity Concepts. This process takes time, make sure you allow yourself and your designer enough time to create the perfect result.
Applying for trademark
If you plan to apply for a trademark for your company name, make sure you file your application in good time and wait for final approval before you meet with your designer. The process can take up to eight weeks. Be patient because the last thing you want is to find that your company name is already trademarked, your amazing Visual Identity cannot be used and you’ll have to start the whole process again.
Be aware of these points and you will end up with the perfect Visual Identity for your brand and enjoy the design process as well.
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