Logo Development: Identity Design and Discovery

Introduction

• Welcome
• What to know

1. Understanding the Why

• The breadth of brand impact
• The value of preparation and research

2. Understanding Client Motivation

• New ownership
• New leadership
• Product shift
• Ethos shift
• Course correction

3. Understanding the Client's Business

• Who you should ask
• What should you ask
• Three tips for good questioning

4. Discovering Business Personalities

• Brand personality
• The big five
• Finding your blend

5. Research and Discovery

• Self-immersion
• Meeting prep
• Identifying customers
• Visual discovery

6. Competitive Analysis

• Identifying competitors: Logos and visual brands
• Identifying competitors: Visual assets

7. The Design Brief

• Crafting your design roadmap

Conclusion

• Next steps