Branding & Positioning
Phase 1: Planning This phase focuses on gathering information from the client and collecting a significant sampling of visual material. A creative brief is developed after evaluating the research conducted and establishing image criteria. Communication objectives, a plan of action, and a nomenclature (hierarchy and system of language to be used within the identity system) are established. Phase 2: Brand Development In this creative phase, design ideas of the mark, logo, or other primary identification device are developed. Applications to stationary will also be presented to demonstrate the versatility of each design option. Recommendations are also made regarding color schemes and secondary typography. The design selection process should be made according to the approved image criteria. Phase 3: Implementation This phase of the process is where the brand is expanded beyond the logo concept. Sufficient application formats will be developed to visually demonstrate and showcase the nature of the corporate identification system. Brand guidelines establish the management-endorsed design policy and implementation procedure: Rules governing proper usage of the brand's design elements, formats and color guidelines, to help the client make most effective use of the new brand identity.