The corporate identity designer builds brands for businesses. They do this through a system of thorough analysis and strategic implementation. The designer might be part of an agency, operate as a freelancer, or work in an in-house creative department.
Here is an overview of the process most designers go through to create a corporate identity:
1) The designer will first consult with the client. She will ask thorough questions like what is your vision of your new brand, what message do you want to communicate with your new brand, who is your target market? What kind of media are you wanting to apply your brand to? Identity collateral? Brochures? Website? Blog?
Many times, this initial consultation is free. The designer will create an estimate based on the specs collected from the initial meeting.
If the client agrees to hire the designer, a working agreement is signed and 1/3 of the estimate price is collected as a deposit.
2) For a re-brand, she will do a visual audit. She will analyze all existing materials including signage, business cards, brochures, website, social media, blog, etc. She will be checking to see what’s working with the brand and what’s not working and how consistently it is applied across all mediums.
3) After collecting information and thorough analysis of existing materials, she will then think of an initial concept. This is an idea, a design direction, a vision of what the brand would like. If she needs artwork, she will download or make a For Position Only (FPO) to place temporarily in the image.
4) She will execute a thumbnail sketch or do a preliminary design in professional software, like Adobe Photoshop, QuarkXPress, or Adobe Illustrator.
5) She will print comps.
6) A meeting with the client will take place where the initial drafts are presented. The client will choose his favorite or make suggestions, desired changes. If the client is not satisfied, the designer will go back to the drawing board and come up with more ideas (depends what kind of agreement the designer has with the client).
7) The client will present the changes and will work with the process until a final design is collected.
If the designer has been hired to create marketing materials or Internet media. the designer will create designs and upon approval of the client, finalize them.
8) After the client approves the final logo and/or marketing materials or web media, the designer will collect 1/3 of the estimate.
9) The designer will work with a printer to produce the marketing materials or work with web designers to create websites, blogs, etc.
10) The designer will deliver the complete printed pieces or turn over the web media to the client, after receiving the remaining part of the estimate. If the actual job was less than estimated, the designer will adjust the bill accordingly. A good designer will not charge MORE than the original estimate, unless the client requested a change order. If the designer made a mistake with printing, etc., the designer will “eat” the charge.
That is the basic process of working with a corporate identity designer! With any designer, a company wants one that will ultimately make their brand sizzle!
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