In the process of logo design – timing is often a very important factor for the client. Actually, all clients have a sense of urgency, regardless of the size and nature of the company. However, there are no shortcuts to the process, and eliminating steps may be detrimental to achieving long-term goals.
Logo design – timing
Developing an effective and sustainable identity takes time. Therefore there are no instant answers, and a commitment to a responsible process is imperative.
I pay as much attention to the process as to the content.
Your goal as a client is to identify the most appropriate talent for your business, your brands, your organization, and your culture. In fact, you need the right skills, for the right challenges, at the right time, for the right value.
Process is the same
Regardless of the nature of the client and the complexity of the engagement, the process remains the same. Of course what changes is the depth with which each phase is conducted, the length of time and the number of resources allocated.
The process is defined by distinct phases with logical beginnings and endpoints. In my opinion, it facilitates decision making at the appropriate intervals. On the other hand, eliminating steps or reorganizing the process might present an appealing way to cut costs and time. But doing so however, can pose substantial risks and impede long-term benefits. The process, when done right, can produce remarkable results.
How long will it take?
The length of a brand identity project is affected by the following factors:
- Size of organization
- Complexity of business
- Number of markets served
- Type of market: global, national, regional, local
- Nature of problem
- Research required
- Decision-making process
- Number of decision makers
- Number of applications
In conclusion, understanding of the investment of necessary time and resources is crucial in the process of Brand Identity Design. It’s a combination of investigation, strategic thinking, design excellence, and project management skills. It requires an extraordinary amount of patience, an obsession with getting it right, and an ability to synthesize vast amounts of information.
Read more about how do I present logo design concepts to the clients.