brand analysis
SWOT
brand story
- Background
- How the business started
- Name of business story
- Connection to community
- Meaningful quote or tagline
What brands are you drawn to and why?
brand values
- Environmental causes
- Social causes
- Boldness
- Accountability
- Collaboration
- Community
- Curiosity
- Customer commitment
- Diversity/equality
- Honesty
- Humility
- Inclusion
- Innovation
- Integrity
- Making a difference
- Passion
- Persistence
- Self-improvement
- Sustainability
- Teamwork
- Transparency
- Trust
- Vulnerability
brand personality
Give your brand human characteristics
cute/charming
sophisticated/refined
friendly/helpful
reserved/poised/distinctive
casual/informal
formal/elegant
inclusive/accessible/approachable
exclusive/upscale/luxurious
contemporary/modern
classic/traditional/timeless/retro
safe/comfortable/approachable
adventurous/daring/fearless
quirky/unconventional/sassy/unexpected
common/familiar/standard/expected
energetic/excitable
soothing/calm
light-hearted/amusing/witty
serious/deliberate/contemplative
youthful/fresh
mature/experienced/trusted/established
simple/minimal
complex/ornate
edgy/disruptor/visionary/exotic
mainstream/dependable/familiar
utilitarian/efficiency/no-frills/economical
luxury/curated
artisinal/authentic/handcrafted
consistent/predictable/mechanical
add your own wordsÂ
Recalibration of existing brand: which characteristic do you need more or less of?
Choose 3 more important characteristics
imagery
Literal
- Nouns
- Adjectives
Metaphorical
- Nouns
- Adjectives
Style
- Exact/precise
- Messy/informal
- Refined
- Expressive/Artistic
typography
Type styles
- Serif
- Sans serif
- Slab
- Script
- Handwritten: less formal
- Hand drawn
- Display
color
Warm
- Earthy
- Red, Orange, Yellow
Cold
- Modern
- Green, blue, purple
Saturation
- Aged
- Pale
- Pastel
- Vibrant
Combinations
- Strong contrast
- Complementary colors
- Analagous colors
logo design process
- Client meeting
- Design brief
- Noun brainstorm
- Visual brainstorm
- Concept sketches
- Digital sketches
- Phase 1: Ideas presented to client, with written explanations for design choices
- Phase 2: Client shares feedback, selects 2 preferred concepts, and feedback is applied
- Phase 3: Client shares feedback on one preferred logoand feedback is applied
- Final files are prepared and sent to client
deliverables
- Logo guidelines for branding, uncluding symbolism, colors and formulas, elements, font info, file type guide
- Logo and elements prepared as rasterized graphics (JPG and PNG)
- Logo and elements prepared as vector graphics (SVG and PDF)
