In September, I posted Visual Identity Creative Process: Part 1 which is the first in a series of blog posts following the development process of a visual identity system. Before reading any further, please reference Part 1 first to help get you better acquainted with the topic! ( http://dezignrogue.blogspot.com/2011/09/visual-identity-creative-process-part-1.html ).
I concluded Part 1’s post with five distinctive symbols that were presented to the client. When presenting initial symbols, I typically don’t bring color into the discussion. I present these initial concepts in black and white. I don’t want color to influence the client’s decision. Once the symbol is chosen, then color is explored.
After much discussion with the client, we narrowed the selection down to the following:
This symbol is a solid solution for it closely aligns with the concept outlined at the onset of the creative process: a focus on the meaning of the word “united.” United Tax Solutions wants to position themselves as allies with the consumer, helping them through a stressful and often confusing situation. The word united offers a sense of one on one personal support. United Tax Solutions can use these strong, emotional connectors to instill confidence and trust in their clients.
When reviewing the colors with the client, I made certain to introduce a very similar line of questioning that I asked you in Part 1: How does your customer feel when they are coming in to get their taxes done? When they hear “April 15th” what happens to their blood pressure? Their symbol needs to offer a sense of friendly energy and put the tax clients at ease. Asking United Tax Services to observe the colors through their own client’s perspective makes the decision process much easier. This “walk a mile in my customers’ shoes” practice is especially helpful when you’re working with clients who aren’t accustomed to making creative decisions.
Three distinct color palette areas were presented:
All American (row one of symbols)
If you recall, the name United Tax Services was originally chosen to reflect the company’s patriotism. Including some sort of Americana color scheme had to be considered. That being said, the vibrant colors found on the American flag are way too overstated and literal. The suggested muted blue, burgundy and steel gray (to replace white) color palette alludes to the “patriotic” but is toned down and is more approachable.
Looking at the world through “red” colored glasses (row two of symbols)
The client has a fondness for red and specifically asked to see versions of the symbol in shades of red. This is a perfect example of appeasing my client’s wishes, showing I’m a team player and allowing them to take an active part in the creative process. Let me be crystal clear on something: my intent was to show variations of red as requested, but more importantly, convince the client their passion for red isn’t necessarily speaking to or communicating the right message to their intended audience. This supports the “walk a mile in your customers’ shoes” statement above.
There is a risk involved in this approach. What happens if the client sees red and red is the “one?” I’m not comfortable presenting any work I don’t believe in so I’m not about to just throw red versions into the mix and hope for the best. I make certain I’m content with the red palette that’s presented. Even though I listened to their initial request, an all red symbol is too aggressive. I added a few grays to some versions to counterbalance the intense red. Call this my attempt at compromise or meeting the client in the middle. A little give and take perhaps?
It’s not easy being green (row three of symbols)
Clean, fresh, contemporary and approachable. All that, and alludes to money too! ;) Every point of contact United Tax Services has with the customer must speak in the same visual voice or their voice runs the risk of becoming splintered and confusing the consumer. What does this mean exactly? Every piece of communication coming from United Tax Services has to consistently look, feel and sound like every other piece so the viewer gets to know and becomes comfortable with the brand. One design can’t be aggressive, another demure and yet another design obnoxious. If this happens, United Tax Solutions will present as though it has some sort of multiple personality! How can anyone be comfortable with a brand and build a relationship with this type of confusing, inconsistent communication?
Their identity system reaches so far beyond just the symbol design. Yes, the symbol is the foundation of the brand, but once this foundation is firmly established, the rest of the identity system can be built upon it. United Tax Solutions’ identity system reaches into environmental design too. I worked directly with the client and contractors to redesign the entire office space to be reflective of their new visual voice.
The it’s not easy being green series is a direct reflection of this mindset. The green color palettes are extracted from the actual, dimensional space of the office. Here’s a scenario for you. You’re a potential client of United Tax Solutions and you receive some sort of graphic communication from them in the mail. Your dialogue begins and you get acquainted with the brand. You then walk into the office and you’re completely submerged in the same, familiar voice of the brand! You can touch it, feel it, experience it… Do you see how vital this consistent presentation is to the consumer?
So which one is the final winner? TaDa!
Here are proposed digital mock-ups of the stationary set:
Letterhead
The backside of the letterhead prints with a flood coat of green. The abstracted version of the three figures holding hands is printed in a clear, glossy spot varnish that shimmers when the light hits it and seems to disappear when not reflecting the light.
Envelope
The inside of the envelope prints a flood coat of green. The abstracted version of the three figures holding hands is printed in a clear, glossy spot varnish that shimmers when the light hits it and seems to disappear when not reflecting the light.
Business Card
The translucent plastic business card alludes to the materials utilized throughout the office space: floor to ceiling frosted Plexiglas wall panels/doors, frosted glass lighting fixtures, etc.
Dimensional Design
Dimensional, environmental graphics were also used to connect the United Tax Solutions symbol to other aspects of the office space. Many elements in the space (the modular furniture, door and cabinet hardware, lighting fixtures and accents throughout) are made of brushed nickel. Below is a digital mock up of the dimensional logo mounted to the wall facing the front door.
Today (Friday, November 11), the interior signage was installed. The installation was scheduled for 1PM. I arrived at the office only to find the images below staring back at me. The installation time was moved up to 12PM without my knowledge.
It’s always good to have a little sugar with your lemons so here is some sugar. The close up detail of the laser cut metal letterforms was exciting to see. The letters are mounted about an inch away from the wall surface so there is a cool shadow effect created. The sign commands attention when you walk into the space. This is exactly what I intended the signage to do.
Now for the lemons... I almost fell over when I saw the text was moved to the right of the symbol. You know, we designers are an obsessively detail-oriented people. I gave the sign company vector files with measurements and digital mock ups of what the sign should look like when mounted to the wall. I coordinated with the client and the sign company to ensure all were present at the time of installation. I didn’t anticipate the install time being moved. My bad. Guess what happens when a client and vendor get together without the keeper of the brand guidelines present?
Remember what I just wrote a few paragraphs above? In this case it’s certainly worth a repeat: every point of contact United Tax Services has with the customer must speak in the same visual voice or their voice runs the risk of becoming splintered and confusing the consumer. What does this mean exactly? Every piece of communication coming from United Tax Services has to look, feel and sound like every other piece so the viewer gets to know and become comfortable with the brand. All other collateral has the logo and type stacked but the interior signage has it placed left to right. Houston, we have a problem.
In Conclusion
I intend to continue to discuss this emerging brand as it develops and will keep you posted on any developments. I began Part 1 stating 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. The more I learn about my own process the more I seem to learn about myself. Have you documented your own process before? What have you gotten from the experience? If not, now is a good time to try. I can’t be the only designer who does stuff like this?! ;)
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