A well-designed logo is the distillation and prioritization of information regarding a specific set of behaviors, needs and goals. A logo created without critical thought often rings untrue, does not provide value and can in fact, do damage to a brand. A creative process ensures that clients have a substantial personal investment in their visual identity, as they should. A visual identity should be viewed as a long-term investment of time, capital and resources. Guiding clients towards making that investment is one of the functions of the creative process. When clients are guided through a creative process they are investing in exploring key business decisions and exposing critical issues they may not have been aware of or were choosing to ignore. They have to be able to answer the questions above for a designer to create an appropriate visual identity.
Sharing How You Got There
The site will serve both as a source of inspiration to designers as well as a platform to illustrate the benefits that only a customized and structured process can achieve. Unlike the logo-of-the-day sites that exist, all work shown will be the result of a client/designer relationship, so all designs will be from published projects.
