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Crafting Your Brand Identity: My Design Process

Writer's picture: Den TkachenkoDen Tkachenko

1. Discovery Phase (Week 1)


Goal: Understand your brand’s core essence, audience, and preferences to build a strong foundation.

  • Step 1: Client Brief

    • The client fills out a questionnaire with key insights about the brand’s mission, audience, values, and competitors.

    • Outcome: A clear understanding of your brand's goals and practical needs.

  • Step 2: Visual Mood Board

    • Based on the brief, I’ll create a digital mood board showcasing potential styles (colors, typography, visuals).

    • Outcome: A shared visual reference that aligns with style and tone before starting designs.

  • Step 3: Communication Research

    • The client provides examples of brands they admire (e.g., screenshots of social media posts or ads).

    • Client lists their primary communication channels (e.g., Instagram, email newsletters, physical packaging).

    • Outcome: Insights into your communication preferences and where branding will shine.


2. Logo Design Phase (Weeks 2–3)


Goal: Create a logo that reflects your brand’s personality and works across all platforms.

  • Step 1: Concept Sketches

    • I create 6 hand-drawn logo concepts inspired by the discovery phase.

    • Outcome: 6 unique concepts showcasing diverse creative directions.

  • Step 2: Client Feedback & Refinement

    • The client selects 3 concepts for further development and provides initial feedback.

    • I refine these into polished, mid-fidelity designs with color.

    • Outcome: 3 refined logo options with distinct color and style variations.

  • Step 3: Finalization

    • The client selects 1 logo for final tweaks (e.g., font adjustments or color refinements).

    • I deliver a high-resolution logo in various formats (e.g., PNG, SVG) and 3 color variations.

    • Outcome: A polished, versatile logo in multiple formats and one final color scheme.


3. Brand Identity Phase (Weeks 4–6)


Goal: Develop a cohesive visual identity that ensures consistency across all platforms.

  • Step 1: Identity Foundations

    • Define the brand’s color palette, typography, and core visual elements (e.g., patterns or icons).

    • Outcome: A visual foundation tailored to your brand’s personality and audience.

  • Step 2: Applications

    • Apply the brand identity to key templates (e.g., social media posts for Linkedin, Instagram, Facebook, email headers).

    • Outcome: Real-world examples that demonstrate the brand’s flexibility and consistency.

  • Step 3: Style Guide

    • Deliver a comprehensive guide detailing logo usage, color codes, typography, and visual rules.

    • Outcome: A professional brand style guide for seamless implementation by your team or vendors.


Timeline

  • Week 1: Discovery (brief, mood board, and communication research).

  • Weeks 2–3: Logo design (sketches, mid-fi refinement, and finalization).

  • Weeks 4–6: Brand identity (visual foundations, applications, and style guide).

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