Brand Evolution: Quest Groups
The engagement always starts with a series of interviews. Usually, I will have a one to two preliminary meetings with a perspective client. Once I fully understand the client’s needs, I will draft a scope of work and said deliverables. This is very important in that it keeps the lines of communication very open and ensures that both parties are on the same page. This is the client’s chance to look over the scope of work, without any type of commitment, and determine all the specifics of their wish list. Once they agree upon the scope, I can create an official estimate and contract. Then the real work begins.
My next step here is to create an official questionnaire, a document with a series of questions which will help further define the needs and goal of the project. This is really helpful for the client because it engages them into the thought process. It’s one thing to tell me what you want to see, but it’s another thing to think intelligently about your project and articulate with words what it is exactly that you want.
From there, I will review the answers and we will have one more conversation to make sure we both understand what is needed to complete this project to the client’s satisfaction. I usually follow this up with a Goal and Strategy Document which outlines the project Goal and a Brand Definition. I want to define the brand and it’s significance is. This way the client can agree or disagree with the direction I want to move in. Once approved I can move on to research and the creation of my mood board.
The Mood Board
When I perform research, I tend to look at all different types of resources. I will reference books, other designers, competitors in the space, influences, etc. All the research is a process which helps nurture and foster the incubation of ideas and thoughts. These are all components which will eventually create the blueprint and foundation for the creative direction and theme for the project. I then translate my research and findings into a Mood Board. It is with the Mood Board that I incorporate preliminary colors, key words and phrases and design elements which pertain to the direction of the solution I want to move in. I am providing an example of Quest Groups’ Mood Board here.
Once the client approves the Mood Board and is happy with the direction of the project, I then start my sketching and visual development for the logo. The goal of any successful mark is that it MUST work in black and white first. Colors, visual treatments, shading, etc., these are all secondary. This is the reason why I always work in black and white in the beginning stages of design. I also like to work “rough” which means no ideas are ever labored or perfected, particularly in the early stages of development. I want the client see the work and idea, but also feel like they have the input in the design. This way, the design is more collaborative and the client feels their needs and ideas are being incorporated.
Design Presentation: Round 1
The client was happy with the initial concepts. They were creative with the critique and they made some good suggestions which allowed me to further refine the design. I then came back and presented a strong round 2.
Design Presentation: Round 2
Now that we were getting closer with the mark, I knew that we would also be incorporating type to the solution. So, I took feedback on the mark from the second round and performed the tweaks, but then presented with the addition of typography.
Design Presentation: Round 3
Now we were getting closer. The client was starting to get very excited, but they had a few more suggestions and changes. Nothing major, but some exercises in creative ideas which would eventually support the final logo’s effectiveness. At this point, I am listening to what their needs are and rather than shooting their ideas down, I am listening to their thoughts and creatively guiding them in the right direction with the design decisions I am making.
Design Presentation: Round 4
At this point, the mark is pretty complete. We just need to tweak the typography a bit more and tighten it up. This round presents the final mark with three different variations. Why the different variations? For sizing and application. There are going to be times where you just need a vertical or horizontal version of the logo. I also included a version of the logo with tweaks to the line weights of the mark so that it reproduces correctly when it gets reduced to a small size.
Design Presentation: Final Logo
Here is a finished presentation of the final logo, with color. The final product defined was defined by the initial Goal and Strategy of the project and was visually successful. The process guided the project effectively and produced a quality mark we were both satisfied with.
The Final Product
“Marwan did an extraordinary job redesigning our website and brand. He took the time to listen and fully understand our company and culture. ‘He gets it’. A no-brainer, I recommend Marwan”