Queen Victoria Seaman’s Rest.
This was a more significant brand refresh project, with a modern and updated logo.
The charity has been established for over 176 years and was keen to really revamp the logo but to retain the important visual history of the brand.
Our brand refresh process.
We don’t employ a one-size-fits-all approach as everyone is different, but broadly, our projects follow this process
The brief and scope.
A brief is not a meeting or a phone call; it’s a document that sets out (in as much detail as needed) the scope of the project:
- Why are we doing this, and what is the driver for change?
- What do we want to achieve?
- What are the expectations for the project?
- What are we delivering?
- How will this be rolled out?
- What’s the budget?
- How will we measure success?
The more established the current branding, the more thinking needs to go into the brief.
For younger brands, where the original branding was often done quickly, and on a shoestring budget, there may be less of a requirement.
Either way, a conversation followed by a written brief is a must.
The more information we have, the better informed the refresh of your brand will be.
- How and why is your branding where it currently is?
- What was the thought process behind this?
- What should be retained, removed or reworked?
- Are there previous iterations of your logo that were more suited to you?
- What do your current marketing and brand collateral look like?
- Have you had negative/positive feedback from customers?
- Is a brand refresh the real answer to the problem you are trying to solve?
Good design is commercially-aware and business savvy, not just eye candy, so research is a crucial aspect of any brand refresh project.
We’re an old-school creative agency. We think first, draw second and explain our creative thinking.
What you can expect from us is the following:
- Hand-drawn concepts that focus on the big idea rather than the minute details
- Fewer rather than many ideas; you came to us for the right solution, not a ‘pick the one you hate the least’ approach
- Meaningful and considered creative that’s on-brief and on-point with your objectives
The initial concepts will all be serious contenders if the brief is well written: clever creativity paired with solid thinking.
This stage involves jumping into Adobe Illustrator to work the selected initial drawings and sketches into more polished designs.
These will be presented for comments and feedback, and we will go through as many rounds of design development as needed to arrive at the right design.
Art working is one of the most underrated branding and logo design skills.
Up to this point, we’ll have been working-up designs to a visual stage and have chosen the right design that answers the brief.
Artworking isn’t about sending you some PNG files; it’s about the actual craft of balancing and fine-tuning the final design until it’s pixel-perfect.
This involves a lot of odd things that professional designers do, like flipping the logo backwards to correct the optical kerning and tracking, subtlety personalising the font, so it’s unique to your logo, and a range of other odd stuff to make the logo 100% perfect.
Many people don’t know that software such as PowerPoint, Word, Illustrator and Figma use math to space letters, align items and layout the composition of items on the screen.
Math can only do an okay job, but when the final design is reached, these things need to be done visually, both on-screen and by printing things out and checking everything.
You may not notice an error in a logo or logotype if this is not done correctly. Still, as soon as you do, you will never be able to unsee it, which is why we are serious about artwork, peer-checking, re-working the artwork and making sure everything is perfect.
We will send you the final artwork files in all the formats you need once this has been done.
An optional element to all brand refresh projects, but one we strongly recommend.
A set of visual guidelines for your refreshed brand will ensure everything is done and used correctly.
These don’t need to be overly complex, but without them, staff, suppliers and anyone that uses your new branding can be left to make their own decisions about how things should look.
A set of visual identity guidelines ensure that all the hard work that goes into refreshing your brand does not go to waste.