My brand design process

I understand that a well-crafted logo does more than catch the eye; it’s a strategic asset that can significantly enhance your business profits. By focusing on your target market, conveying the right message, and distinguishing you from competitors, my goal-oriented approach ensures your logo not only looks professional but also aligns with your business objectives for a lasting impact.

Andrew Backhouse Design Logo - brand design process
brand design process
brand design process
freelance logo designer
freelance logo designer

What’s the process for creating a brand identity?

I use a goal-oriented approach to logo design. This ensures that the final logo accurately reflects your business and appeals to the right audience.

To start, I will work with you to establish a clear set of goals. This helps me make design decisions that ensure the final logo serves its purpose and adds value to your business.

During the design phase, I will explore many potential directions. However, I will only present the ideas that best align with the agreed-upon goals.

Next, I will prepare a formal presentation document. This document displays each logo design individually, along with images showing the design in use. This helps you envision the identity in a real-world setting. Ian also includes notes with each option to explain how the objectives have been met.

The logo presentation document, along with my advice, will help you choose the most suitable logo for your business. This also gives you confidence that the logo designed for you will be effective.

Once the logo has been agreed upon, the artwork will be refined and finalised. A set of logos will then be created for you to use across web and print. You will also receive full copyright ownership of the final logo design, so you can use your new logo freely and without concern.

my logo design process
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Freelance Web Designer Harrogate - noun abstract 1574636
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Client Responsibility

Step One: Questionnaire

The questionnaire will need to be filled out by the client, once that is filled out we will be able to create 3-5 goals based on the answers to those questions.

Freelance Web Designer Harrogate - brand design

Designer’s Responsibility

Step Two: Identity Goals

After the questionnaire has been filled out goals will be created based on the answers. The client will then be responsible to provide feedback and approval on the goals.

Freelance Web Designer Harrogate - brand design

Client’s Responsibility

Step three: Logo inspiration selection

The client will be sent over a selection of logos to choose from and will be responsible for choosing their favourite.

Freelance Web Designer Harrogate - brand design

Designer’s Responsibility

Step four: Mood boards

Once the identity goals have been created and approved mood boards will be generated based on the visual style that was highlighted in the questionnaire along with a style that will assist in accomplishing the identity goals.

It is very important in this step that the client provides as much inspiration as they can. Without a clear visual direction the project can be at risk on not meeting expectations further down the project.

Freelance Web Designer Harrogate - brand design

Designer’s Responsibility

Step five: Logos generated

In this step black and white logos will be generated. Sometimes this will be just a logo and sometimes this will include the typography, each project is unique and thus allowed to have flexibility at this point.

Once the designer is excited with at least 3 of the logos they will be presented for client approval. If the client is unhappy with any of the 3 logos than 3 more will be presented, if the client is still unhappy the project will be terminated at that time. (I have never had this happen)

Freelance Web Designer Harrogate - brand design

Designer’s Responsibility

Step six: typemarks generated

These are generated separately from the logo mark but will be presented paired with the selected logo.

As with the logo design there will be three of these generated, If the client is unhappy with any of the 3 logos than 3 more will be presented, if the client is still unhappy the project will be terminated at that time (again I have never had this happen).

Freelance Web Designer Harrogate - brand design

Designer’s Responsibility

Step seven: Three colour palettes generated

These colour palettes will be generated based on the goals that were agreed upon in step two along with the visuals from the mood board from step four.

Color choice is also influenced by the emotions that are associated with the select colour along with what kinds of colours are associated with the industry.

Freelance Web Designer Harrogate - brand design

Designer’s Responsibility

Step Eight: final identity presentation and off-boarding

This will be presented in person or over zoom with all the work being presented for the whole identity.

This presentation will include all the content above along with mockups of how to use the identity and a book on how to properly use the identity, dos and dont’s and how to implement the identity.

Off boarding will also be occurring in this meeting including where to access the files and answering any questions the client would have.

Freelance Web Designer Harrogate - brand design

What do you get with my measured & balanced brand design process?

Once the logo is finalised and paid for in full, I will provide you with a comprehensive logo kit in various formats. These files are perfect for both digital and print use. You’ll also gain full copyright ownership of the agreed final logo design.

To make sure your new logo is adaptable and you have everything you need for the future, the logo kit will include different versions of the logo. In addition to the full colour version, the kit will also contain various arrangements. This includes single colour versions (both black and white), as well as a Pantone version for consistent colour and cost-effective printing.

The file formats provided will be in scalable vector format (Ai, EPS, PDF and SVG) as well as raster-based images for online use (Jpeg and PNG).

Alongside the digital files, a guideline document will be provided. This will help you understand how to use the logo files. If at any point you have questions or need guidance with the files, Drew will be more than happy to assist and support you.

If needed, other file formats not mentioned above can be added to the kit upon request.

Your logo design package will include the following files:

  1. CMYK version – This format is for full-colour printing using cyan, magenta, yellow, and black. It’s suitable for printed materials with full-colour images. Provided in vector (Ai/PDF/EPS) format.
  2. Pantone colour version – ideal for single-colour items like literature, pens, and stationery, where print costs are limited or precise colour application is needed. Provided in vector (Ai/PDF/EPS) format.
  3. Pure black version – a black-only version of your logo, perfect for black and white or single-colour documents. Provided in vector (Ai/PDF/EPS) format.
  4. Pure white knockout – a white version of your logo for use on dark backgrounds or photos, ensuring visibility and good results. Provided in vector (Ai/PDF/EPS) format.
  5. RGB version – for screen colours, which are made up of red, green, and blue. Your logo will be provided as an optimised JPEG, transparent PNG, and SVG (a vector version for digital use).
  6. Favicon – a 32 x 32 favicon of your logo for use on your website.
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freelance logo designer
brand design process
freelance logo designer

A bit about me

Find out about brand design!

I am a professional brand design service with nearly a decade of graphic design experience, operating out of Harrogate, North Yorkshire. As a modernist-inspired logo designer, I am driven by a passion for brand identity design, with the aim to create awe-inspiring logos that align with strategic objectives.

I am confident in delivering the ideal custom logo for your business or product, setting it apart from competitors and targeting the right market. This ensures your business makes a powerful first impression, providing the best opportunity for growth.

Every logo designed by myself is crafted with care and passion, following a refined design process. This guarantees effective results, giving you the confidence that the identity designed for you will withstand the test of time, and perform for your business now and in the future.

If you have any further questions; about my process or being a Full Member of The Chartered Society of Designersget in contact with me?

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