Designing the ‘Brand’

I thought I should include the bare details of a meeting I had today with the graphic designer who is working with me on this project.  This meeting was the culmination of a couple of months of to and fro with respect to the branding of the business.  We finally chose a number of the key elements of branding that will be used to define its identity.

The result of these choices you can see on this very page as Dan (the designer) has used some of the elements in creating my blog.  The logo chosen sits atop this page and combines a utilitarian typeface that is softened with a quirkier secondary font that echoes a relaxed homely feel.  The pine tree motif is simple but its clean style is evocative of Scandinavia and Scandinavian design.  Perhaps a little pretentious (and this is my description rather than Dan’s before any accusations start flying around) but I think it is accurate.

Below are some of the other designs that were considered, including only half worked up ideas that Dan would probably prefer I didn’t include as the best advertisement of his work!

 

To save Dan’s blushes I include a logo (below) that I designed on my first foray into the world of Adobe Illustrator.  I believe this serves as a stark warning to other prospective businessmen and women who think that they can just knock up a logo themselves after a couple of hours on the computer.

My advice is to spend your time on writing a thorough design brief and use the services of a professional.  I have included a link to the Branding Brief I gave out to various designers, it’s the first one I ever wrote and some of the ideas I had have not been adopted, but it was a good starting point.

I have found the process of developing the branding incredibly exciting.  Working with a designer who can turn your thoughts into a reality on the page is fantastic and the creative process forces you to crystallise in your own mind exactly what you want.

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0 Responses to Designing the ‘Brand’

  1. Joe says:

    I really like the designs you’ve gone for, they are so much better looking than anything else in Harrogate. I’ve written my own blog post about Dan’s posters, hope you don’t mind! http://designofthelivingdead.blogspot.co.uk/2012/08/finally.html

    • Paul says:

      Hi Joe,

      Thanks for your comments. We have tried to work hard on getting the look of the posters/branding/website exactly as we want it. Dan is working on some artwork for the interior and has also designed our main website – we have it working but it won’t launch until we open next month. I had a look at your blog, I liked some of your hand-drawn designs particularly the ‘Analogue and Digital’, ‘Bow Tie’ and ‘Moose’ and I think the name of your blog is clever. Your work seems quite lighthearted, if you fancy doing anything funny/quirky that you think might work well in the gents toilet I’d be interested in talking to you about it!

      Regards

      Paul

      • Joe says:

        Hi Paul,

        Thanks for the kind words, I try not to be too serious in my work, so it would be fun to do something like that! I think toilet decorator would look pretty awesome on a CV.

        Cheers,
        Joe

        • Paul says:

          Joe,

          Hope you don’t take offence with the toilet thing. I couldn’t offer you any space in the cafe itself as we are trying to keep the Scandinavian theme running through, but I thought I could have something more funny and less ‘on theme’ in the toilets. It’s space to display a piece of your work at the end of the day! I’ll leave it with you.

          Paul

          • Joe says:

            Hi Paul,
            No I didn’t at all! Sorry if I sounded sarcastic, I’ve been told I can have a dry sense of humour sometimes! I would really love to do something for the gents!

            Joe

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