The design brief was moulded and the design problem defined. The next step would be conducting an additional research. Getting to know the client’s industry is the next crucial step. Research includes of course general reading on the industry itself. Sometimes reading on its history, and on of course on its competitors.
The first priority is to understand the organization: its mission, vision, target markets, corporate culture, competitive advantage, strengths and weaknesses, marketing strategies, and challenges for the future.
Find out about the competition
Learning must be focused and accelerated. I believe that I have to understand the client’s field in order to ensure that the solutions will be linked to his business goals. For this reason, market research is conducted. My goal is to gather, evaluate, and interpret data that affects customer’s preferences. Understanding and revealing new insights about attitudes, awareness, and behavior of customers often indicate opportunities for future growth of the company.
Get consumer insight
Understanding may be achieved by experiencing the organization from a customer’s perspective. Therefore, I gain insight from navigating the websites. I want to see how easy it is to understand the product offerings or using the products. The goal is to understand how the organization fits into the larger competitive environment.
Not everything that counts can be counted, and not everything that can be counted counts.
Anyone can access research on the web, but research itself does not provide answers. Interpreting data is a skill in itself. Therefore I consider all the data but I go with my gut’s feelings as well.
Logo design research
Finally, I conduct a logo design research. This is a part of the research not into the client’s business, but into the actual design style. This is where I seek out a look or a style, an approach or attitude. Not to copy though. The reason for that is to see what was already done. On the other hand, I want to refresh myself with what is new or successful. For these reasons, I would find logos of similar business’ and critique them constructively.
First, I look more for techniques and to ask myself why a certain logo looks good, or why this particular logo works. Second, why I like or dislike that one? This is where I look for inspiration for my next phase.
Read more about conceptualizing and sketching in the process of logo design.