2. Sketching time!
Your visual identity includes your logo, color palette, typography, visual elements and possibly photography, illustration and a design system or brand book (a set of rules of lay-out specs to make sure your communications actually look coherent overall). You decide how detailed you want to specify the visual aspects of your ‘face’.
Let’s say you need a basic visual identity with a logo, color palette and typography. Some clients come to me with a strong color preference, which makes me want to start with defining the color palette first, before starting with the design of the logo. Others might have some rough ideas of what they want (or don’t want! Also very important information) for their logo, but no idea of the colours. In this case I will make my logo proposals in different color versions and derive a color palette from the logo. Typography can also be difficult for some business owners to visualise, so I always present different font choices in such a way that you can easily ‘feel’ if they work for your brand.
I will create 4 or more concepts of logo’s for you
The first round of logo proposals consist of 4(-ish, can be more) rather elaborated sketches (this means, they are not fully ready-to-go logo’s yet, but clear enough to choose from), in full-color. Within these 4 ideas/sketches (with possibly different color versions of each idea) there’s almost always 1 (or sometimes 2) winner(s)! If not, rest assured, we’ll figure that out as well.
Color palettes and font options, presented to you in a clear way
In this first round of sketches I will also send you 4 different color palettes to choose from. Sometimes it is difficult to imagine this color palette ‘in action’, that’s why I visualise these colours in a ‘standard’ web page, together with different font options (typefaces). This way, you can see the colours and fonts working their magic on a standard text with headings, body text and buttons.
Your logo and your color palette go hand in hand. Depending on our first talk I start with either your color palette, or your logo. Logo colours are then derived from your brand color palette, or vice versa, your color palette is an extension of your logo colours.