Logo Design Process: Hello Digital
I’m always interested how other designs arrive at their final design solutions, and to the alternate concepts that didn’t make the cut. In this instance, Logo Design Love highlights the process taken by Fluid in developing the identity for Hello Digital, a kind of digital design festival in Birmingham, UK.
Check it out for more in-depth images and some light explanatory text.
Whenever I see a process case study like this I’m reminded of the staggering number of ideas that aren’t accepted or chosen. In fact, upwards of 90% of our work never makes it. Imagine if other professions only approved 10% of their work — it would be amazing if anything got done. Imagine further if that rogue 90% actually grew and became something useful. In many cases, the concepts are perfectly viable and satisfy the same brief — it often comes down to someone’s personal preference and gut instinct.
// a tale of Britain, brands & branding, the industry
// 2 Comments »
// 24 September 2009, 16:35
Hey Prescott, I want to know how many of the concepts were shown to the client. I’ve previously made the mistake of showing too many ideas, leaving my client unable to choose.
Restricting the options is definitely a plus point when it comes to closure.
// 24 September 2009, 16:46
David,
I too have made that mistake — it gets into a sticky area when you’re discussing with the client how to revise concept #13-b.
I have found recently that clients are more impressed if you choose 3-4 truly viable concepts and flesh out the overall visual style so they can see how the identity “lives” in materials like stationery, website, print collateral, etc. Just a mock-up, but it goes a long way to becoming “real.” I suppose this does make it harder because you’re afraid that you’ll cut something off before it ever had the chance to grow, but that’s the tough part of the job.
I too would be interested to see how, exactly, the choices for Hello Digital were made. Some of the outtakes were very sharp, and I feel that the final result was a little conservative in comparison. But these guys are still in business, so what the hell do I know.