Visual Identity Creative Process: Part 1

This is part 1 in a series that follows the development process of a visual identity system from concept to fruition.

How we create is a subject that has captured my interest since the onset of my visual communication career some twenty-two years ago. I can recall sitting in design class looking at the other students’ work thinking to myself how did they come up with that idea? For me, learning about the journey is always as intriguing as seeing the end result, maybe even more so! Since undergrad I have documented my own process hoping this practice would reveal common threads within my designs. In fact, my M.F.A. research and thesis focused on creative process and idea generation. Each of us has an individual way of creating: bringing distinctive experiences, diverse talents and a unique voice to the creative table. If we took the time to learn others’ processes, we might be able to enhance our own, in a sense build better creative tools to use when we are designing.

Working as a graphic designer you’ll find yourself involved in many different types of projects. I can say from personal experience design is surely not as repetitive or routine as working in a fast food restaurant where consumers order from a list of predetermined value meals day in and day out (does the phrase “time to make the donuts” ring a bell?!).

In design, each project offers a chance to learn something new about someone else’s business. Sometimes the job is right in line with our own personal interests, other times, not so much. My suggestion is find ways to embrace each project and so you can be inspired and work that creative magic. I’m currently developing an identity system for a tax company named United Tax Solutions. Right out of the gate I can say the subject of taxes truly falls into the “not so much” category of my personal interests but also offers a chance to share my own process and the challenges I face embracing the tax accountant within.

Side note: If you have not done so, now might be a good time to read my blog post “What’s in a logo?” http://dezignrogue.blogspot.com/2011_07_01_archive.html

Question: Working as visual communicators, what is our job?

Answer: Develop stand out, attention worthy ideas and bring them to life through effective use of type and image.

Question: How do we do this?

Answer: Make connections to disparate objects and build an unexpected bridge between them. Only when the consumer is able to walk across that bridge will they understand the connection. The key is to find unique, unexpected connections. If the concept (the bridge) is expected, it is boring. If it is boring, no one will pay attention to it. If no one pays attention to it, you have not communicated anything. Finding that unique connection is where having lots of ideas pays off. The wider the net you cast during your research, development and thumbnail stages, the more quality connections (bridges) you will build.

I’m jumping into the United Tax Solutions logo creative process at the concepting stage. Prior to any concept development I met with the client (several times) to discuss the project and conducted a SWOT Analysis. A SWOT analysis is an examination of the internal strengths (S), weaknesses (W), external opportunities (O), and threats (T) affecting an organization. It is a basic element of the marketing plan used to make projections for the proposed marketing activities. (1)

Word Lists/Word Webs

Many times you are expected to execute high-level concepts and designs in a very short amount of time. It’s tough enough being creative on command. Add deadlines and impatient clients into the mix and you have a pressure cooker situation. One process that helps generate ideas quickly is writing down numerous words or ideas and then building other ideas from them (word webs). For me, concepting with words (jotting down ideas and thoughts) is much faster than sketching them out one at a time. I concept with the mindset “leave no creative stone unturned.” Jotting down anything that comes to mind works: individual words that represent the company, what the company does, what the company intends to project to the consumer, etc. One word leads to another, one thought to many and the process continues. This all occurs before I sketch a thing!

As previously stated, the name of the company is “United Tax Solutions.” Entering into the concepting phase knowing the name was initially chosen to show the company’s patriotism, this direction had to be considered. While anything directly connected to America runs the risk of being too literal the feeling of patriotism can be employed through unexpected visuals. More detail on this to come later in the post.

In this “taxing” challenge, getting into the mind of the consumer helped me quite a bit. How do you feel when you are going in to get your taxes done?! When you hear April 15^th what happens to your blood pressure?! See where my line of questioning is headed? A strong direction for building concepts is focusing on the word “united.” When something unites it joins, comes together. This coming together builds a united front. The company is allies with the consumer, helping them through a very stressful and often confusing situation. Along with united comes the sense of one on one personal support. A symbol that communicates this message has a chance of emotionally connecting with the consumer on many different levels.

Here are a few words extracted from my word lists: America, patriotic, stars, stripes, flag, loyal, reliable, join, together, ally, one on one, personal support.

Thumbnail Sketches

After word listing, thumbnail sketches become the focus. Thumbnails are abbreviated sketches that are done rapidly, with no corrections and in many cases the person creating them only understands them. (2) Thumbnails get ideas down quickly without too much time invested into the process. They are your private thoughts and ideas and only need to be as detailed as you need to understand them. Do not develop detailed thumbnails that are beautiful enough to be hung in the Louvre Museum in Paris! This defeats the purpose of a thumbnail sketch.

I use thumbnails to sketch out initial ideas all of the time and it is a practice I swear by. Below is a page taken from my sketchbook that visually translates some of the written concepts outlined above into thumbnails.

I caution sketching directly on the computer. The problem I see time and time again with using the computer to "sketch" is the sketch looks sleek and professional. While it may look this way, the concept or idea might not be strong enough to be the final design. Many new designers are hesitant to let go of a design if they've spent hours on it on the computer. Thumbnails are low investment idea builders. The benefit: getting ideas down quickly without too much time or effort invested. The low time and effort affords freedom to quickly dismiss an idea and move onto more effective ones. Amount of time spent creating a design is not a measure of a good concept.

Integrate Fine Art

I’m an exploratory designer and often integrate different artistic mediums into my work. In this case, using fine art to create the visuals expresses a personal, one on one approach directly relating to the word list above. I began working with cut paper and a splatter paint technique. Below are a few examples of this part of the process.

Computer Comps

This is the time to digitally create, judge, eliminate and create more! Not that I actually counted, but I am willing to bet about forty logo variations were developed during this phase of the creative process. Be open to all possibilities while concepting and creating computer comps. When editing final directions be ruthless. Use a critical eye and identify the concepts that rise to the top, that build the strongest bridges and solve the communication challenge most effectively. Chances are your client is not well versed in the art of visual communication. Presenting too many options can overwhelm resulting in the inability to make a decision or choosing the safest direction.


Typography
I opted to present two versions of type: one, a geometric, san serif to project a clean and modern feel and the other, a slab serif. The thick serifs visually lock together like gears in a machine or clock cogs. This interlocking helps project a sense of security and precision. And yes, typographic exploration is as varied and expansive as the rest of the symbol design is! Don't forget, our job is effective use of type and image. They need to work in concert to support the message.

Presented Logos
I edited the final list down to five different symbols. At this stage of the development/presentation I don’t bring color into the discussion. I present initial logo concepts in black and white for I do not want color to influence the client’s decision. If I use yellow, the client may dislike yellow and decide not to choose a symbol that features that color. Once the symbol is chosen, then I explore color.

So what do the final five look like? Below you’ll find each with a detailed rationale/description.

Logo 1

A focus on “united” using pictographs. The people unite creating a modern, geometric circle. Left is a vector version. Right integrates texture offering a sense of personalization, one on one interaction with clients.

Logo 2

Another visual interpretation of “united.” Three people unite creating a sense of support.

Logo 3

An extremely bold, abstracted U. The aperture (the partially enclosed, rounded negative space in the middle of the U) is supported by the U’s stems (the outer, vertical strokes of a letterform).

Logo 4

A patriotic approach featuring a large, abstracted U. The right stem of the U is created using stars hand cut from paper and a splatter paint technique offering a sense of personal care and attention.

Logo 5

Another patriotic approach where large, abstracted bands of the American flag are created by stripes hand cut from paper and a splatter paint technique offering a sense of personal care and attention.

So there you have the final five! Curious to know which one the client chose? At the onset of this post I stated this is part 1 in a series that follows the development process of United Tax Solution’s visual identity system from concept to fruition. Perhaps it is best to leave this answer for part 2! That being said, I am quite curious to know which would you choose?

P.S. I thought you might like to see the original United Tax Solutions logo: 

Below are some excellent resources you might want to look into if you are exploring visual identity systems in more detail.

How to Develop a Corporate Identity System

http://www.ehow.com/how_8104193_develop-corporate-identity-system.html

How to Create a Top-Notch Business Identity System: Resources to make Logos, Business Cards, and Letterhead Inexpensively

http://www.brighthub.com/multimedia/publishing/articles/19658.aspx

Identity Design

http://desktoppub.about.com/od/identity/Identity_Design.htm

Blog Resources:

(1) http://www.answers.com/topic/swot-analysis

(2) http://drawsketch.about.com/library/bl-thumbnail-sketching.htm