Create Sketches Based on the Initial Customer's Initial Request.

The creation of a series of initial sketches to a request for creative design requires a complex approach. For one, it is necessary to consider the request to design and multiple exploration areas that it provides. It is also necessary to consider the group of sketches, not only as unique concepts that respond to the request, but added that creative attempt to cover all possible areas of creative exploration.



CONSIDERATIONS ON THE REQUIREMENT OF DESIGN

In our case, the survey of customer requirements is achieved through a questionnaire. The aim is to concentrate on a document all information that the designer needs to generate the initial sketches of the logo. In theory, the initial request should provide the designer to communicate a concept, being in charge of the same resolution graphics. In practice, rarely provides the customer information accurate enough to work on a clearly defined concept.

Since our focus to the development of corporate identity, our customers are the vast majority of newly established companies or projects in development. Being at an early stage of their development strategies:

a) They are tacit: The entrepreneur is pursuing the project without developing a formal process of strategic development. "View" a direction and it is going.
b) They are ambiguous: The entrepreneurial aspect of a generalized strategy because he has no clear answer to their market or a commercial in front of him. Example "We sell to all those who want to buy me"

c) They are invalid.

The survey design can only look at the company's competitive strategy. When the strategy has not been properly developed, the survey shows, and there is a conceptual ambiguity that defines an "exploration area". If for example we are designing a logo for a children's clothing store, is not as if the shop is for both sexes, for children 3 to 5 years or 10 to 12 years. An unambiguous indication of the type "sell children's clothes ... we still do not know if it will be clothes for girls only, or also if you sell children's clothing" creates an exploration area that the designer should consider:

a) Sketch for female children

b) Sketch for children of both sexes

c) Sketch for preadolescent children

We're not talking here about a company that has decided to take up new market segments (planning), but on the verbalization of possibilities. In theory, the designer should have accurate information to tailor their work, but it is also true that corporate action is flexible, and the tactics and strategies are in line with the reality of the market permanently.

At the request was also made other definitions of highly subjective nature. Allusions to image or style ( "sophisticated", "traditional", "modern", "technical") but are useful references, also leads to multiple interpretations. The designer must determine what is "sophisticated" "traditional", "modern" for the customer. In the initial requirements are antagonistic concepts from (classical and modern ") to values that are difficult to measure by the designer. For example: a church that seeks a progressive image, or signature of a multimedia production that seeks a conservative image.


CONSIDERATIONS ON CREATING A GROUP OF SKETCHES

We talked about the conceptual exploration area. If all goes well, it will be possible to generate a set of ideas that synthesize the characteristics that identify the firm. Comes to its resolution graphics. Not only is it necessary that the designs "contain" a relevant, but also generate a range of styles that allows the customer to approach the graphical appearance to their liking. In many cases, the style becomes very concept.

Considered a group, the sketches are more than a set of graphic designs that attempt to solve a particular requirement. In fact, all of sketches designed to cover the space defined by a matrix of two dimensions: concept and graphic resolution. On the matrix, the sketches do not overlap, but share the space available to offer alternatives that satisfy customer requirements .. Have been much more ambiguous indications, the wider the space to complete, and thus should be more generic design. Have been much more precise indications, it will be ported to the concept designs.


FINAL CONSIDERATIONS

The markets have characteristics that affect the type of visual identity that companies looking for:

a) High-level segment: Companies no longer point to the market, but market niches. In every niche, competitiveness of the bidders is given by the (high) compatibility with customer expectations

b) The high level of competition out among a multitude of competing demands high levels of differentiation and impact

c) The increasing importance of symbolic aspects of consumption in all markets: symbolic consumption is increasing, even in technology markets

c) The shortening of the life cycle of products and companies are seeking an immediate impact because the commercial and technical obsolescence requires quick results

d) The media and super brands: Nike, Tommy Hilfiger, Gap, Dell, among others, are examples of marketing strategies based on huge investments in communication. The media have an enormous impact on consumers and firms to help build brands more valuable than their physical facilities.

The logos should be created from a vision of self-organization, representing its identity, its values and drivers of differentiation. Today is the common pursuit of "mythical logo" design that dazzle, creates its own demand, and will be remembered as much as those who are backed by a huge (and successful) media campaign for a long time. And this search is not only a mistake in choosing the logo, but the entire strategy firm.

Always has been discussed on the role of design in these cases. We believe that the orientation is implicit in the designs provided. As the design progresses, the client has the opportunity to be the architect of the corporate identity you are looking for.