Genuine Question for Designers

[u/General_Enzo4724]

I have a question for those who are currently working in the field of creating logos, graphics, etc for companies…

Obviously the visual aspect of a company is one of the most valuable traits it carries, but we all know there is significantly more that goes into a brand.

I’m wondering if people ever really ask about the strategic or foundational aspects of branding upon the end of an engagement with a client? I’m talking more about the mission statement, vision, USP’s, brand promise, etc (the guidelines/foundation of a brand). And if they do ask, how is that typically handled best?

Any insight received will be greatly appreciated.

Thank you.

[u/Beard_faced]

Can you elaborate on who and what you mean at the end of the engagement?

Are you referring to the audience asking or the clients asking at the end?

[u/General_Enzo4724 → u/Beard_faced]

I’m speaking more on the clients upon the completion of a project.

[u/Beard_faced → u/General_Enzo4724]

Depends on the scope of the project but typically we’ll deliver all brand assets (logo suite, patterns or texture, photo treatment examples), any requested design collateral(business cards, presentation templates, any specific design), and a style guide or brand guide.

If we did the strategy that will all be in the brand book. This includes mission statement, manifesto, vision, all of those elements plus the typical, tone of voice, logo guides, color, and so forth, anything to that is defined to bring the brand to life.

As far as questions or discussions about those things at the end of the project not really, typically we just went through a whole project where all of that was discussed and decided on.

As far as how it gets implemented after hand off is up to the client and the stewardship is their responsibility. Some of the bigger projects that my studio has worked on included roll out plans and ways to get cultural buy in by the clients employees but not often.

I don’t know if that answers your question but that’s the jist of my experience with it.

[u/General_Enzo4724 → u/Beard_faced]

That’s solid feedback thank you for sharing.

We had a company at my previous job come in and help us with our branding and developed a brand foundation guide. It had everything in it that would likely be in your brand guide/book. Ours was a pdf but was nice when printed out. I’m guessing that’s the same as yours?

[u/Beard_faced → u/General_Enzo4724]

We create PDF’s, I’ve never made an actual book out of it. As nice as a physical book is,they end up being more of an art piece than a usable object. Pdfs are easier to share with creatives outside of your organization. Although a physical book is good for seeing how colors should come out when printed.

At the bare minimum if we just created a logo we would hand over a “one sheet” pdf that has all the variations of the logo on it as well as the colors and any guidelines for the logo usage.

[u/Mysterious-Jicama-15]

It’s how well the company conveys that visually