A Guide to Getting a Visual Identity in Place, Ready to Launch your Idea

(What you really need and how to achieve it… )

10 minute read…Grab a cuppa! | Plus, some additional posts you may also find useful listed at the end

Since the advent of COVID-19 and the start of the UK lockdown I’ve seen an upturn in the number of enquiries received from people looking for a logo or branding for their new business/venture.

For context, in recent years most of my work (at least 90%) has been illustration based. However, with a background in design and an ingrained love of lettering & typography, brand identity & logo projects are still something I really enjoy and am happy to take on - assuming of course my work/style would be suitable for the client. My worked experience means I perhaps have a skillset that sits somewhere between (or combines) an illustrator and a graphic designer and so that makes me a really good fit for some clients, not necessarily everyone...

Through the lockdown our working lives have changed, and for some it appears there has been time and opportunity to reflect on where they are and consider possible new directions - this could be through circumstance/necessity or because you have an entrepreneurial spirit and have taken the opportunity to ‘scratch the itch’ - Do either of these sound like YOU?

(At time of writing, lockdown measures are starting to ease, and so we’re all faced with going back to ‘normal’, whether this is a version of what you did previously or a complete change, with new challenges and potentially new ventures…)

You have this ‘big idea’ and want to get it off the ground…

Aside from developing your product, service or offering (whatever it may be), you want to look and feel professional, and be taken seriously.

This is often where a designer would be useful - to help create your brand and an online presence.

Now, the sorts of enquiries I get range greatly. From ‘I just need a logo’, to what would be a fully considered brand solution complete with a range of bespoke illustrations for use on marketing materials and to send out as printed ‘goodies’ to subscribers - the cost of these would obviously vary accordingly.

To begin with, you should weigh up:

What would have the most value for you now, just to get off the ground
How much you can afford to spend, without bankrupting yourself before your idea can make an income
If you’re commissioning design/illustration, what would be a sensible investment at this time

I would like to offer some assistance if I can, to help you define what it is you actually need in design terms and at this point and how you can achieve this.

It’s quite possible you don’t need EVERYTHING initially and instead could look to build an ongoing relationship with your designer - starting with creating a simple visual identity and then evolving your brand and materials as your venture grows. As well as reducing initial outlay this would mean you can launch and start testing your market, before fully committing to the cost of producing everything you would like.

Every project is different, but here are some general points you could consider:

1. Research & Thinking

What’s the reason for your new venture and who is it for? Being clear about your purpose, values and audience is really important in making sure any visual identity hits the right mark. You can develop your own brand story and positioning or you may look for help in developing it, but this really is something best done before commissioning any design work. Not to do so, may result in spending money on a logo/brand which isn’t right for what you’re trying to achieve and might not communicate to your potential audience. Ultimately (and this may sound overly dramatic but...) the time and effort you put into research could determine whether your new venture will be successful or not.

All of this groundwork can also form the basis of your brief when approaching potential designers.

I use this standard briefing document to gather all the basic information I need about your specific project, enabling me to quote properly for the work. You may also find it a useful starting point to help crystallise your thoughts… Feel free to download, for your own use > HERE

2. “I Just Need a Logo”

In my experience when a client asks for this, it isn’t what they actually mean.

Usually they will have a list of things they know they need to do to get their idea off the ground and a logo is just one box to tick.

I don’t think I have ever done a logo project where I have supplied just 1 file, 1 logo, 1 piece of artwork that works for everything. In my dreams I’d love to do so, but I genuinely don't think it’s possible if the job is done properly (obviously I’d be happy to be proved wrong and open to any advice/tips from other designers!)

The list below shows the final deliverables I would generally supply for a visual identity project. It might be that for what you need, a more basic identity may be sufficient, with fewer versions etc. It’s absolutely fine if that’s the case, and would likely help to keep costs down. It’s just important to be clear on what you’re asking for and expect to receive, and for the designer to quote/deliver accordingly.

Example set of deliverables for a good/solid visual identity, to allow for flexibility of use:

A primary logo - basically the main version of your logo
A secondary logo - this would likely use the same elements/typography as your primary logo, but perhaps in a different format Eg. A landscape or portrait version (the opposite format to that of your main logo). This allows for flexibility of use - what works well on your website, might not be as suitable for a particular print application, for example
There may be other logo versions too, depending on your needs - different colourways, a one colour version (perhaps to make print processes more cost effective, such as screen-printing on Tshirts?), and sometimes to include a strapline?
A social media avatar - square format version. This could be an isolated graphic element, with or without typography?
Brand colour palette - references for the range of colours you will use across all materials relating to your brand - usually #Hex codes for online/screen use and CMYK for print
Some guidance on fonts - there may be a selection of typefaces that you use for different things - from website to documents, headings and body copy…
A simple brand delivery guide - something I create as a PDF, to make it easier for clients when faced with a folder full of logo versions - it references all of the above, and has guidance on what to use where, and do’s and don’t etc

All of this artwork would generally be supplied as CMYK and RGB versions, for print and screen use, and there should be vector versions (AI, EPS or PDF) as well as image files (Jpegs/Png) - so that you’re covered for any future versions needed and if the artwork needs to be scaled up or printed large scale.

Apologies if this sounds overly complicated, it isn’t really. I’m just trying to explain that there are more aspects to designing and delivering a logo than you may initially realise.

Also to note: More in depth brand projects would likely include additional work, around messaging, brand personality, tone of voice, photography styles and cover all aspects of communication.

3. Your Preferred Approach

One recent job I quoted on, the client was trying to weigh up whether to go for a ‘fast and dirty’ logo (their words - which I understood to mean an ‘off the peg’/cheaper option) or to go with a more considered/bespoke approach with a designer which would likely be more expensive... (as I write this I’m not yet sure which they decided on!)

A logo is a logo, right?...

There are online logo services - Fiverr is probably the most well known. Costs will be low, and you’ll have a logo ready to go super quick. It might look good, and if you really do ‘just need a logo’ or if you’re not expecting the logo to have a massively long life, something like that may serve your needs well.

I’m not sure how much input you would get or if any time is spent trying to understand your business. I’m pretty sure they wouldn’t supply all the various versions of a wider visual identity, as outlined above, and the designs generally follow quite a standard format, possibly using stock icons/elements, but if that fits with what you’re looking for and is a cost effective option, why not?

Personally I can’t compete with Fiverr, it’s not a sustainable option for me, or the way I like to work.

‘Buy cheap, Buy twice’ comes to mind - a favourite phrase and one I’ve found holds true in many situations, design being no different. It may sound a bit flippant, but still valid I think. Equally sometimes a cheaper option fits the bill and if that’s the case, why spend more?

If you’d rather look at a more bespoke approach

You’ll need to find a designer who would be a good fit for you. Design is a very subjective thing and so really you need to search out someone whose work you like and who seems to be in tune with you and what you’re trying to achieve.

There are lots of designers out there, so I’m afraid there’s no right answer or route to a quick find. The best thing would be to look around, approach a few, say 2 or 3 and ask them to quote. In deciding between them, cost may well be a factor, but you should also judge on suitability and who you think you could work well with. If all those factors don’t align, personally I’d speak to the one you’d most like to work with and see if you can negotiate or work out what they could do to fit with your budget - that may not always work out, but there’s no reason you can’t ask!

PREVIOUS POST: 8 Steps to choosing the right designer or design agency for YOU! I wrote this a good number of years ago now, but it may still be a useful read if you need some pointers on where to start! — **PREVIOUS POST: 8 Steps to choosing the right designer or design agency for YOU!**
I wrote this a good number of years ago now, but it may still be a useful read if you need some pointers on where to start!

4. The Design Process

Generally working with a designer in the more ‘traditional’ sense offers something else, different to what you could call an ‘online logo delivery service’. For me, that would include starting to build a potentially ongoing relationship with the client and taking time to discuss where they are and what they want to achieve. Once design work starts there would be space within the process to allow for client input/feedback before arriving at final designs.

Other designer’s processes may be different, but as an example, for me every project follows roughly the same pattern, as shown below. This illustration was was part of an earlier post on exactly this subject, the stages of a design project - READ MORE HERE

Once the final logo/brand designs are approved, you would receive all the final artwork, as previously agreed in your list of deliverables. Following on from that anything else design/illustration related can then be done as and when required, or when budget allows...

5. So There’s More to a Logo than I Thought?

Yes, probably. But please don’t see it as a headache! The design/creative side of getting ready to launch your new venture should be the fun bit, and once it’s done you will have reached an important milestone - it will start to feel REAL!

You can then start to build an online presence and whatever else is relevant for you in a real world sense. It’s the start of a new and exciting journey - Good Luck & Bon Voyage!

RECAP : Steps to Take in Commissioning a Visual Identity for Your New Venture

Research to the MAX! - Be really clear on your purpose, values and potential audience
Think about exactly what you need at this point, to get your idea off the ground. How and where do you want to use your logo/branding and roughly what is your budget?
Consider what sort of design approach would work best for you. Would you be happy with something fairly standard or do you want to have more input and something more bespoke?
Look at some different designers, get some quotes and understand their processes to help you work out who would be the best fit for you.
Enjoy working with your designer! Ideally there should be a collaborative approach - where the designer listens to you and your specific needs and you trust in the designer’s skills and expertise.

If you’re about to take your first steps in branding a new venture, I hope this post has helped.

No doubt it has given you lots to think about, but that’s a good thing - the resulting logo/brand identity will most likely come out all the better for the groundwork you do!

If there’s anything else you’d like to know or if you’re not sure how to go about something relating to commissioning a new logo, please do feel free to email me.

*** EDIT *** NOVEMBER 2021

If you’d like me to quote on your project, please fill in this ONLINE VERSION of the briefing document questions… BRAND IDENTITY PROJECT ENQUIRY

Additionally, I have a number of previous posts you may also find useful:

Resource relating to illustration, design and the process of working with creatives