How to Streamline the Design Process | Part 2

Designing the logo will be much easier after part one is done! It will give you a great idea as to what is in the client's head and the style that will appeal best to the target audience. 

The Top 7 Things To Do To Design
and Present the Perfect Brand



1. Adjectives for Target Market

• Write down as many descriptive words as you can think of for the target audience.


2. Describe the Vibe

• Now, write as many descriptive words as you can to describe the vibe of the client's secret Pinterest Board.


3. Assign the Fonts

• Select the font or fonts for the logo and, if applicable, the tagline. I like and for unique but not too trendy fonts at reasonable prices.

*Quick tip: buy your fonts. This eliminates the problem of copyright and usage restrictions and is the most professional thing to do. Some designers are so attached to their fonts, they are like their prized possessions. Not me! I usually don't have a lot of extra money and am happy to work with what I have most of the time. This allows me to dig deeper and be more creative.

Before going there, check out the 100 best fonts of all time, by awesome fellow designer, Jacob Cass. You will be able to see each font in action, which will help you choose what is best for each project. I personally have been using Minion, Gil Sans and Garamond, the most lately.


4. Color!

A great rule of thumb that I follow, is to combine the color profile you get from the client's mood board and the feel that is appropriate for the target audience…then throw in your gut feeling and creative inspiration. That is the secret sauce that can't be advised step by step. Have fun! For more inside info on color, if you are new to the branding scene or just need a brush up, check out this article full of easy-to-follow info graphics. Don't forget to make sure your logo looks great in black too!


5. Design Three Different Logo Variations

With all the information you have gathered, you are more than prepared to develop three logo designs for your client. The final three go onto the private client page and after two revisions, you are ready to build your final brand board.


5. Tagline

I love writing taglines! If you don't, make sure you have your client include one, if they want it. You may even want to suggest they hire a copywriter to create one. It would be a good investment. Everything the client can do, to add to their professional persona is an investment worth paying for. 


6. Sub mark Design | Secondary Logo

Create a "stamp" with the initial or initials of the brand, styled in a way that reflects the main logo, but is a short representation. Sub marks look great on Pinterest pins and other social media images as a watermark. Not all brands want or need a sub mark, but for those of you that have women as the target audience, I think it is a good idea. Mostly because us ladies like little design elements and sweet attention to detail.

You can see mine on my own branding board below.


7. Branding Board Assembly

Setting up templates for your system for branding is essential. I have created a branding board template in Adobe Illustrator that I am happy to share it with you. Feel free to adjust it to your needs, since everyone will need a different type of format. This is the template I used for my branding board, which you can see below.



Do you like the idea of using branding boards? How do you present your brands to your clients? Let me know in the comments below. I love to hear what you have found that works for you.

Jean Coelho