Attention to the need for accomplished corporate identity is a constant in all of the creative services provided by Andy Attiliis. His experience dictates that a portion of the information gathered before beginning any kind of communications job should be geared towards understanding the client's brand history. This helps ensure that additions, enhancements and/or modifications are made without unnecesary detours off of a proven productive path.
Corporate identification, branding and logo design are the 3 subjects usually mentioned when address the same important goal: making the most of creative consistency. In most cases this involves visual elements, but for best results, all aesthetic values that play to the senses should be considered for their potential as an integral part of an ongoing campaign. In fact, music, writing, style, a spokesperson, even taste and smell could also be important identifiers.
Time is the great tester of how well an identity has been conceived. During the decades that a brand is typically expected to serve, changes are inevitable. New products, new services, new policies and new leaders are just a few of the unforeseen challenges that can stunt a brand's positive growth. Precise planning, well considered creative and seasoned anticipation skills are responsible for efforts that are able to weather most anything. In a way, small mainstream businesses are in the best position to maintain a high level of brand integrity. Simply because they don't need to influence the entire planet by advertising all the time. For the vast majority of these, a well- done corporate identity, could remain in tact and exceedingly productive almost forever. Ironically, the very lack of a need for retaining top professionals over an extended period often misleads a start-up into thinking that the best advice isn't necessary even in the beginning. Instead, a series of inexperienced attempts based on little more than personal taste and current trend begins. Then and there goes the golden opportunity to enjoy the long-term benefits of good corporate identification. To avoid such a beginning, clients should listen for good common sense in the approach of a potential creative provider.
a. Review information and materials supplied by the marketing director and/or job originator. Make use of a job information form to organize and consolidate necessary input. b. Determine how this input is relevant to the development of a new or modified identity. c. List all the production parameters that must be satisfied during the finished art stages of design. d. Begin to develop a sense of feeling and style that will best carry the new message. e. If a name has not been approved, submit possibilities. f. As necessary, write theme lines that support the approved name. g. Upon approval of the name, render thumbnail ideas. These first rough concepts benefit the creative process in a variety of ways. Free from the pressure of having to be perfect, they encourage spontaneous thinking. Quick to do and easy to understand, they distill an idea into the simplest of forms. Such a modest approach reveals conceptual merit, or lack thereof, immediately. Even after much creative exploration, an initial thumbnail sometimes turns out to be the very best solution. h. Review all the ideas to decide which is most likely to succeed. i. Present the decision and a written rationale to the client and/or other project originators. j. In some situations, to help make the final selection, provide the client with a fax survey form, e-mail survey form or multiples of enlarged thumbnails for a focus group study. k. Upon approval of the direction, provide semi-comprehensive(work-in-progress) versions of all the designs. l. With client input, complete final designs in digital file formats that satisfy the original production parameters.