When Otherwisz Creative designs a logo and brand identity for a client, a lot of time and thought goes into the project. We take the time to research the company’s background, products and services, brand positioning (where they fit in the marketplace) and competition. Our design team gathers all this data and uses it to explore concepts for a logo design and accompanying visual brand elements (fonts, colors, photo styles, etc).
When we have finalized our ideas into logo comps, we meet in-person with the client and present our solutions. Our pitch often outlines the thinking and direction of each concept as we reveal the designs. Often at this point, these are initial designs and – while they are very close to finished – the accompanying visual brand and its design elements have not been completely explored yet. As the company brand is a top-down directive, we view the development of the identity as part of a full team effort and look to the client for feedback as we proceed to the next steps.
If you are legendary graphic designer Paul Rand, you only need to design a single logo and present it as a finished solution, no questions asked. In 1986, Steve Jobs hired Paul Rand to create a brand identity for his new company, NeXT. Watch the video below as Rand introduced his logo for the NeXT identity with a 100-page Brand Guide detailing the brand. He presents one option, completely finished.
You’ve got to admire Rand, for his singular focus to a concept and the presentation skills to bring it all to fruition. But of course, he wouldn’t be able to pull it off without the commitment from Steve Jobs. Is your whole team committed to the brand process? … not just your design and marketing team, but your clients and key stakeholders as well?