The Logo Smith Logo Design


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December 5, 2013

My Logo Design Brief in a One Page PDF

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I get a lot of people filling in my logo design brief with junk copy just so they can get a sense of what questions are spread out over the five pages.

This actually bothers me for a few reasons, but the main one is the sense of disappointment I feel immediately after being excited at thinking another job has come through.

I see the email; I think I have a new job; the excitement hits me; I read the email and discover it’s just been filled in with gibberish which ultimately leaves me with a huge sense of disappointment.

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December 22, 2010

An identity is not so much what a client does…

It’s common for people to ask ‘So, what do you do‘ as an opener in conversation, opposed to ‘who are you‘. Same with a project brief for a logo or identity design.

People believe that asking ‘what we do‘ defines who we/you are and once an answer is given, we are labeled accordingly. The mass stereotype begins.

Society often steers definition away from the self to the collective.…

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October 25, 2010

A Passionately Detailed Logo Design Brief

If you’re stuck trying to make sense of a clients brief or explanation of what they do, try simplifying the task and start again.

I will read the online form that potential clients take the time to fill yet all too often feel I am reading an obituary rather than a colourful and useful introduction to their business.

Not everyone finds it easy to verbalise such things or even consider that this business has potential to be a strong personality with a dynamic heart and soul.…

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April 27, 2010

Brand Identity Process – Foehn & Hirsch Identity Development

Foehn & Hirsch Identity Development

I was approached late last year by Foehn & Hirsch and asked if I would consider taking on the job of rebranding their existing identity. In terms of client prestige, this was a huge motivational boost me. Certainly the most comprehensive project I to date.

This isn’t just a logo design, this is the redesign and implementation of the core brand identity, the visual personality that speaks and attempts to establishes itself as a worthwhile brand in the eye of the consumer.…

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