More logo design tips for the creative designer
Every so often I add sections to my logo design brief form (always a work in progress), currently hosted by Google Docs. Anything to help in with the 'getting to know your client and their business' makes for a more exact and satisfying project. To this end I came by something else that one could add that I feel in some instances could be very informative and valuable.
It was quite by chance actually, during a conversation with a new client the other day. After they had filled in my own logo design brief, we arranged to have a conference call to further discuss the possibility of working together and what it was I needed from them in order to 'get them'.
Logo Design Tip: Testimonials and Perception
When I asked them to try and describe their good points, the MD jumped in with an interesting thought, it was all about how their existing clients viewed them and the product. It turns out that they a number of stellar testimonials, letters of praise, emails of encouragement and other forms of flattering feedback. Each one pretty much reinforcing the rest, all focusing on a few specific areas of their interaction with the company.
This was incredibly enlightening. I knew immediately this would be valuable insight to factor into the brief when working out the best strategy for the design of their Identity. It also seemed to spark a new level of motivation within themselves on the phone, it's like they had just realised how much they were appreciated.
Logo Design Tip: Incorporate into your project brief
The short story version. If your clients have stellar feedback, even better if it's received on a voluntarily basis, knowing how they are already perceived by existing clients is very valuable information. It means that you are not just taking the clients word at how great they are, but that you have firm proof about their existing perception and experience.
It needn't be specific to a rebrand or an existing company, in this case they have been in business for some time, but have a new commercial product that needs to be branded. This means we can apply the success of their current business and emotionally build this into the DNA of the new product, somehow.
Sort of seems common sense, and in some cases this information usually turns up at some point during conversations, but for me it's going to be a key part of my logo design brief. So rather than it being 'information to acquire' it will be addressed right at the beginning, when you are first collating your thoughts and impressions on the new project.
Clearly not all clients will have this sort of client feedback but for those that do, it could prove very information to sift through and incorporate into the identity in some way.
Cover both bases
Would make sense to also ask if they have had any negative feedback and ask to see these, so at least you are aware of the full story. You never know, for every one good testimonial, they might have 2 negative ones. Last thing you want to do is be lead down the garden path.
Man, I love this app
Once in a while something pop's up that really get's your attention. A product that works, looks great and is fundamentally dead simple.
When you are dealing with multiple logo designs, sketches, ideas, proofs, it can be a mare to really manage them all in one place without having to go the whole route of a full blow management system like BackPack etc. I used logo for my own purposes but this is far more than just a logo application, ANY image file, a website design, pretty much anything you can upload or save as a URL can benefit from this...
Enter, BackBoard from Increo Solutions.
And no, this is not Affiliate related, I have taken no backhanders or taken footer links in part payment for this glowing post. I just think it's awesome and I have used it pretty much all the time last several weeks.
OK man, what is it.
Simply speaking it's a Feedback and file approval web based application. Yes, there are a number of others, all of which (most) I have tried, including, Olive, SignedOff, even ScrnShots to a lesser degree etc.
It pretty much does that one thing and does it quickly and efficiently, both for the user and the end client who has to check and approve the files. This works both ends.
I could sum it up in just a few steps, and you know, I'm gonna do just that. Taking it from the simplest workable level...
- First of all you upload either images, logos, pictures, PDF's, website designs, animation, musical scores etc. It also has a brilliant URL capturing system, so you can actually capture the URL as a working live page.
- Add some details, title, description.
- Choose if you wish to send to someone in your address book, or make it available to anyone who you give the URL to.
This is a snapshot of my gallery where I can view ALL the images I have uploaded for management.
I mean, that really is the basis of it, it takes only a minute or so for me to upload say a Logo revision, send out multiple emails if I need to or manually notify whoever that there is a file ready for feedback.
One you have selected the image/URL you then fill in details like name and description, choose who has access and various security options depending on the plan you have.
After selecting the files for upload, here you can choose who gets notified by email of the new upload, or if you decide to manually give out the URL.
This is the screen both you and the client see's. With options of full screen preview, full magnification. Leave feed back, request changes and make Red Pen annotations.
Once the client, friends, customers receieve notification of a new file, they visit the site and can leave multiple comments and feedback. They can approve it or request further changes.
The neat part is the Red Pen tool, which allows the client to actually ring edits 'annotate' on the image to tell you specifically where a change has to be made for example.
They have made it as easy as possible to submit files/URL's. As well as the standard web interface choose file method, they have created a Mac Drop Window that sits in the Dock, for yes, drag and drop uploads. Also, there is a BackBoard Bookmarklet for when you would like to upload and share cool web pages like this. The webpage remains active within the window, just as it would in a standard browser, so like a browser within a browser.
I seriously suggest you check this out. I am still on the Free plan and at the moment but there are benefits to upgrading for minimal cost.
It's just so intuitive to use, clean and fast. And from the client perspective, they love it. One job they have left numerous comments rather than going back to email, which to me is a sure bet that it's a product you don't have to think about using.