Brand identity design process

5 steps to a great logo

Wee Creative Brand identity and logo design process

When you need a logo or a more comprehensive brand identity system, our identity design process works the same way.

brand identity design proposal


1: logo brand identity scope + cost + contracts

After you contact us about your identity design project, We’ll be in touch to get an overview of your needs. We’ll go over the scope and timeline. Then we’ll send you our proposal and contract. Once they’re approved, a standard 50% deposit is required to begin a project. The remainder is due when the work is completed. If another payment plan is more suitable, we can discuss options.

brand identity design roadmap


2: logo brand identity research + strategy + direction

To design a logo and the overall look and feel of your brand identity, we need to build a roadmap and that requires research. This is the most important step in the brand identity design process. In this phase, we’ll create key steps to build a better picture. Steps include:

  1. A worksheet with questions to gain clarity on your history, vision, mission, core values, tone of voice, ideal customers, competitors, and future goals. This may be available as a summary of your corporate strategy
  2. A follow-up meeting to discuss responses and dig in deeper
  3. A survey of your existing materials
  4. A survey of the branding of competing organisations
  5. Presentation of competitor branding and inspiration images and colours to get your feedback and approval on a direction

In this stage, we zoom in on a general design direction. Before any concepts are created, we make sure everybody is on the same page. And we’ll keep referring back to this information to decide whether our designs are appropriate. This roadmap phase sets the direction for the next steps.

brand identity design concepts


3: logo brand identity visual concepts

Here’s where our creative processes come to life. We’ll work up a few concept variations—smart solutions that make sense and are a great fit with the parameters we’ve established in the roadmap phase of your identity design process. We’ll provide them to you in a PDF presentation.

brand identity design drafts


4: logo brand identity draft design + review + feedback + revisions

From among the concepts presented, together we’ll choose the best idea to move forward. If needed, we’ll refine it through a few iterations.
Our Process:

  1. We (designers) submit a design draft for review
  2. Client reviews draft internally or with focus groups* and gathers feedback
  3. Client provides all of the feedback** at one time
  4. Designers review and confirm the requested edits, then makes revisions to the design
  5. Designers submit a new draft for review internally or with focus groups

Once the feedback is used to create a new version of a design, that’s the end of one round of revisions.
A project scope typically includes 3 rounds of revisions, but more are always available, if required, billed at an hourly rate.

*Draft designs are often tested in focus groups which can be informal internal reviews and/or with stakeholders and general public. Groups usually consist of between 6 to 10 to gather feedback on key questions and identify any issues. Focus group reviews should not last more than 15-20 minutes and questions should not be leading or suggestive. We can help with setting this up, if required, on an hourly rate.
**Feedback is accompanied by written or preferably voice recorded notes. Putting feedback and needs in writing helps you clarify what you’re trying to accomplish. It also provides a record to make sure no changes are missed.

brand identity design launch


5: logo brand identity final design + artwork formats + brand style guide

Time to show the world your wonderful Brand Identity! When you’ve approved the final designs, we’ll create the artwork files, with print/online formats and deliver them to you by our secure Dropbox or on a stick. If needed, we can contact printers for quotes and manage the printing process for you. If your project includes a brand style guide, all the elements of your brand identity—logo, typography, color palette, photographic style, favicons, images, graphics and more — will be captured and described in this document. You’ll have a handy reference to keep you on brand going forward and keep brand continuity with your suppliers.

When you’re ready to start a project, we’ll be happy to talk it over with you.

Help establish brand continuity across your brand rollout

Now that your logo or visual identity is ready to show the world how wonderful you are, we can apply our branding experience to all points of your visual communication. Starting with your website and across all your media. We will create your branding material in harmony with your core values and project your voice in an increasingly crowded marketplace.

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