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Some designers will just send a branding questionnaire or have a more informal discovery phone call. However, I use my proprietary brand strategy framework that I run with my clients prior to embarking on any design work. So I run the strategy workshop with my client, and during that session we go through a series of branding exercises that help me extract all the necessary information about the projec
Now, in the second step, I take all the information form the discovery phase and conduct further research to draw insights that will serve me later on in the ideation phase
Sketching logos is where real creativity comes into play, but since I’ve done my homework I’m able to judge my sketches against clearly defined criteria
So once you have a ton of sketches, then you can judge them against the strategy and select the most promising concepts to execute them digitally. Now, design part is all about translating your sketches into digital form and then further testing viability of each concept. So don’t rush here to execute every single logo idea that you have, but rather focus only on concepts that you think can work effectively for your client.
Once you have your client’s approval, then it’s time to deliver the brand identity package including logo artwork and a style guide. The delivery package should include logo source files and a style guide that describes on how to use that logo. And again, you will know exactly what kind of files you should deliver based on the applications outlined in the strategy part