Designing a Brand Identity: From Start to Finish
Summary
TLDRВ этом видео демонстрируется четырехэтапный процесс создания уникального брендинга для кафе «Brewland». Сначала выясняются детали бизнеса путем «допроса» клиента. Затем анализируются конкуренты и создается настроенческая доска. Далее происходит разработка логотипа, иллюстраций и фирменного стиля на основе полученной информации. Наконец, выбирается цветовая палитра. Каждый шаг детально объясняется и приводятся рекомендации по созданию запоминающегося бренда, который выделит компанию среди конкурентов. Видео предлагает творческий подход к разработке брендинга с упором на оригинальность.
Takeaways
- 🕵️♂️ Начало работы над брендом начинается с роли детектива: важно задать клиенту ключевые вопросы, чтобы понять историю и цели бренда.
- 🌟 Отличительная черта Brewland - создание атмосферы, где посетители могут на время забыть о реальности и окунуться в мир фантазии.
- 🎨 При создании визуальной идентичности важно анализировать конкурентов и отрасль в целом, чтобы найти уникальное преимущество бренда.
- 🛠 Разработка мудборда помогает сформировать визуальный стиль бренда, включая цветовую палитру, типографику и стиль иллюстраций.
- 🔍 Выделение Brewland среди конкурентов требует инновационного подхода к выбору цветов и тематики, отличающихся от стандартных решений.
- ✍️ Персонализация шрифта важна для придания уникальности логотипу, включая работу с формами букв и добавление уникальных элементов.
- 🏰 Разработка логотипа включает в себя творческий процесс, например, интеграцию элементов сказочных замков для подчеркивания уникальности бренда.
- 🖌 Создание иллюстраций в стиле фэнтези поддерживает общую концепцию бренда и добавляет визуальное очарование.
- 🎨 Подбор цветовой палитры на завершающем этапе позволяет акцентировать на уникальности и стратегии бренда, при этом сохраняя его узнаваемость.
- 📊 Презентация бренда должна четко демонстрировать его визуальную идентичность, историю и ключевые элементы, помогая клиенту понять и оценить конечный продукт.
Q & A
Какие четыре шага включает в себя рамочная структура для создания оригинального брендинга?
-Четырьмя шагами являются: 1) Расследование для получения информации о бизнесе, 2) Исследование конкурентов и отрасли, 3) Визуальная разработка с использованием полученных данных, 4) Создание цветовой палитры бренда.
Почему важно задавать клиенту правильные вопросы на первом этапе процесса?
-Задавая клиенту правильные вопросы на первом этапе, вы извлекаете ценную информацию, которая дает четкое понимание бизнеса и желаемого направления, что является основой для дальнейшей стратегической работы.
Что такое 'конкурентное преимущество' и почему его важно определить?
-Конкурентное преимущество - это отличительная черта, которая выделяет бренд среди конкурентов в той же области. Определение этого преимущества критически важно для создания уникального и запоминающегося бренда.
Как создание подборки вдохновения (mood board) помогает в процессе дизайна бренда?
-Подборка вдохновения действует как визуальное руководство при разработке визуальной идентичности бренда. Она гарантирует последовательность творческого направления и согласованность с целями, историей и целевой аудиторией бренда.
Почему важно избегать клишированных элементов при создании логотипа?
-Использование клишированных элементов, таких как чашка кофе для кафе, делает логотип неотличимым от многих других брендов. Чтобы логотип выделялся, важно думать нестандартно и избегать слишком буквальных элементов.
Каким образом иллюстрации помогают усилить визуальную идентичность бренда?
-Иллюстрации, выполненные в согласованном стиле с остальными элементами бренда, такими как логотип, помогают усилить визуальную согласованность идентичности и сделать ее более запоминающейся.
Почему важно сначала разработать все визуальные элементы бренда, а затем добавлять цвета?
-Добавление цветов на последнем этапе позволяет сфокусироваться на четкости и читаемости дизайна визуальных элементов, которые могут быть затруднены, если добавлять цвет слишком рано.
Какова цель представления разработанной визуальной идентичности бренда клиенту?
-Цель презентации - сместить фокус с личного брендинга дизайнера на желаемое визуальное направление для клиента. Это помогает клиенту понять новую визуальную концепцию своего бренда.
Какие ключевые разделы следует включить в презентацию визуальной идентичности бренда?
-Презентация должна включать логотип и его вариации, шрифты бренда, цветовую палитру, фирменные иллюстрации или другие активы, а также макеты, демонстрирующие брендинг в действии.
Какой последний шаг упоминается в видео как необходимый для разработки действительно оригинального брендинга?
-В видео упоминается необходимость предпринять некий последний шаг, чтобы разработать действительно оригинальный брендинг, но не раскрывается, что это за шаг. Для узнавания этого шага зрителям предлагается посмотреть другое видео.
Outlines
🕵️♀️ Детективный анализ и сбор информации
В этом параграфе излагается первый шаг процесса разработки бренда - сбор информации. Автор предлагает задать клиенту ряд ключевых вопросов, чтобы понять историю, цели и уникальность его бизнеса. Приводятся примерные вопросы и ответы вымышленного клиента кафе 'Brewland', на основе которых выявляются особенности бренда: сочетание фантазии и повседневной жизни, создание места для отдыха и побега от реальности, креативность, приключения и очарование. Также определяется целевая аудитория - молодые мечтатели.
🕵️♂️ Анализ конкурентов и индустрии
Во втором шаге автор рассматривает анализ конкурентов и отрасли в целом, чтобы определить конкурентное преимущество 'Brewland'. Выявляются тенденции в брендинге конкурентов, такие как использование определенных цветов и тем. Затем создается модная доска - визуальное руководство для дизайна нового бренда, основанное на полученной информации и стратегии. Описывается процесс составления модной доски, включая цветовую палитру, шрифты и стиль иллюстраций.
⚗️ Экспериментальная разработка логотипа и брендовых активов
В третьем шаге автор переходит к разработке визуальных элементов бренда. Сначала осуществляются эксперименты с шрифтами для логотипа, чтобы найти подходящий стиль, соответствующий концепции бренда. Затем создается знак бренда, символизирующий 'Brewland' как волшебное место с замком, выходящим из кофейной чашки. После этого разрабатываются иллюстрации со сказочными элементами, которые могут использоваться в качестве узоров и брендовых активов. Описывается процесс создания иллюстраций с помощью инструмента 'Перо' в Adobe Illustrator.
🎨 Определение цветовой палитры и презентация бренда
В заключительном четвертом шаге автор выбирает цветовую палитру для бренда 'Brewland', основываясь на предыдущей стратегии и разработанных визуальных элементах. Экспериментируя с различными оттенками, выбирается финальная палитра, которая соответствует концепции бренда. Затем все элементы - логотип, шрифты, цвета и иллюстрации - объединяются в презентацию бренда. В презентации объясняются идеи и обоснования дизайнерских решений. В конце автор упоминает еще один важный шаг для создания оригинального бренда.
Mindmap
Keywords
💡Бренд
💡Стратегия
💡Визуальная идентичность
💡Конкурентный анализ
💡Целевая аудитория
💡Логотип
💡Цветовая палитра
💡Фирменный стиль
💡Презентация бренда
💡Уникальное торговое предложение
Highlights
In this video, we'll be designing a brand for a fictional cafe called Brewland, with the goal of creating an original brand identity that connects with the business's purpose.
The first step is to become a 'detective' and ask the client crucial questions about the business's backstory, goals, personality, and target audience to gain a clear understanding.
The second step is to gather information on competitors and analyze their brand foundations, visual identities, strengths, and weaknesses to identify Brewland's competitive advantage.
A mood board is created to act as a visual guide for designing the brand's visual identity, including color palette, typography style, and illustration style.
The third step is 'entering the lab' and customizing typefaces to create a unique logotype and brand mark for the brand.
Avoid using cliche elements like coffee cups in logos, and instead think outside the box and revisit the brand story and foundations to spark new ideas.
Illustrations are created using the pencil tool, taking inspiration from fairy tale book covers and incorporating mystical elements that link back to the brand's enchantment and magic themes.
The fourth step is 'thinking like Tom' and creating a color palette that sets the brand's visual identity apart from generic coffee shop branding.
When presenting the brand's visual identity, shift the focus away from personal branding and highlight the direction of the brand through annotations, explanations, and mockups.
There is one more secret step required to design original brands that avoid being generic, which is revealed in another video.
Transcripts
in this video we'll be designing a brand
for brewland a cafe based in Atlantis
AKA it's made up branding for places
like this can often be super generic
like we get it you serve coffee and I
want to show you how we can create
something that's original that still
connects to what the business does
because that my friends is how we can
create brands that businesses will
happily shell out the Mula for show me
the
money but the question is how we create
something that's original well there's a
four-step framework we need to go
through and the first step requires us
to become a
detective before we can begin creating
Brew land's visual identity and creating
something distinct from other brands in
the industry we need to put on our
detective hat and ask the client some
crucial questions so how did Brean come
to life give me the backstory I've got
some notes on this so as someone who's
always been a big dreamer and lover of
fairy tales I've always wanted to create
a place that seamlessly combines fantasy
with everyday life and what better way
to do that than opening a coffee shop
right so what goals do you have for your
business so I kind of want to create
this immersive experience for customers
where people can escape for from reality
for a while that's really cool so what
would you say makes Brew land different
from other cafes so coffee shops are
commonly associated with that morning
rush but a brew land we provide an
escape where you can relax and forget
about everyday life this transformed the
transform a cafe into more than just a
place resulting in customers spending
more time at a cafe than they would
elsewhere that sounds so cool so what
kind of personality does brewland have
I'd probably say creative adventurous
playful imaginative and prbly enchanting
so who are you trying to attract it's
probably fellow dreamers but I'd say
young adults maybe anyone who desires
more than just a routine coffee break so
after interrogating the client we we've
extracted valuable information that's
given us a really clear understanding of
the business and the desired direction
if you're unsure about what questions to
ask your clients you can download this
resource from my website that will help
you I'll leave a link to it in the
description but now it's time to put
down the magnifying glass and cover up
because in step two we need to go Behind
Enemy lights during this step we need to
gather information on Bran's competitors
and The Wider industry to identify Brew
land's competitive advantage to
accomplish this we will identify Bran's
top three competitors and analyze their
brand foundations visual identity as
well as note down any strengths and
weaknesses we come across so now we have
all this information on the competitors
we can start to see how Brew land can
differentiate themselves so for example
there's an overuse of using Browns and
greens now while some colors are really
great to use because they're
recognizable to the industry doing
something a little different will be a
really great way for them to stand up
out there's also a common trend of
Brands using the theme of their Cafe
within their branding like Celestial
beans a space themed Cafe using Cosmic
colors and a space themed logo now this
works well as it tells the viewer
exactly what they're going to experience
making it instantly recognizable and
allowing each competitor to stand out on
their own with a competitive Advantage
now identified we can now put together a
mood board that will act as a guide when
designing the Brand's visual identity to
create this we need to gather a colle C
of visuals that showcase the desired
direction of the brand it's important
that these visuals convey a consistent
creative Direction and align with the
Brand's goals story and target audience
details we've uncovered through becoming
a detective so here's the final mood
board and it focuses on three key areas
first the rough color palette we want to
make sure we're creating that enchanting
feeling so we've stuck to the greens
commonly used in the industry we've also
added a dash of purple to help symbolize
potions and Magic then secondly
typography style so when looking for
inspiration there was a common trend of
Fairy Tail books using Whimsical fonts
with loads of flicks and flourishes
which would work really nicely alongside
their brand story and then thirdly
illustration Style again taken from the
fairy tale book front covers now these
illustrations and patterns create a
really nice sense of wonder and also
draw your eye into the center which I
really really liked now putting these
mood boards together now means that we
have a visual guide to follow when
designing the brand backed by strategy
now that we have a strategic feedback
guide to follow the design process
becomes much easier instead of staring
at a blank screen we already have a
clear Direction and this direction leads
straight to step number three in this
four-part framework which is entering
the lab but what's a lab without
subjects to experiment on so before
proceeding I need to find some type
faces that match the direction of the
mood board then I can narrow these
choices down to the strongest contenders
which will serve as the foundation for
our experiments so I'm in the lab AKA
Adobe Illustrator and here are the two
strongest type faces so the first has a
medieval F to it fitting in nicely with
the creative Direction I also like how
the thorns on the side of the letters
add character and then the other type
base feels quite Fairy Tail like with
its swashes and flicks it it's a bit
wild at the moment but I can see
potential with some adjustments so I'm
going to customize the first type base
and something I want to try and do is
adjust the letters to make them more
free flowing and less stiff so I'm going
to start on the r first because this has
a really nice Bowl to it a nice curve
which we can add a flick into so I'm
going to grab the Eraser tool I'm just
going to remove this part here grab the
pencil tool and then I can start
adjusting this part here adding a really
nice flick into it into that Center into
bow so it curves around really nicely
and I'm just going to grab the direct
selection tool move this part
up and then I'm going to just round off
this corner slightly so it is a little
bit less harsh so that little tweak has
made it feel a lot less stiff and has
brought in a really nice Whimsical touch
to it so what I think I'm going to do
now is follow the same consistency on
this D because it follows that same
curve has that really nice bow to it
which is going to make it easy to
replicate so I'm just going to bring
this R across and then the aim is to
just get that top flick so I'm going to
use a direct section tool to move that
down we'll grab the Eraser tool and I'm
just going to get rid of parts of the
letter so I can then put this on top of
the D and then I can cut away at that
original D so I'm just using the Eraser
tool to do that we need to tidy this up
a bit but as you can see we're following
the same consistency we've got the exact
same flick on on those two letters so
after continuing to experiment with this
type base here's what I've managed to
come up with so far now as you can see
something FS just a little bit off I
feel like there's this Halloween feel to
it that I was concerned that would
happen it kind of reminds me of the
characters from the film The Nightmare
Before Christmas the logotype needs to
have a sense of playfulness and
intertwining like the letters are coming
together to narrate a story rather than
being rigid and formal so I'm going to
leave this for now and move on to
customizing the other tight face so the
first place I'm going to start is
removing the swash from this R so that
there's less of a gap between the B and
the R so to do this I'm going to grab
the Eraser tool and I'm just going to
slice off this part of the swash and we
will remove that part and then we will
grab the direct selection tool I'm just
going to bring this anle point down
slightly and then we'll adjust the curve
and that's already starting to look
better already and it means we can now
I'll bring the r closer to the B so
there's less of that Gap so next the E
and the W are too far apart because of
that swash so I'm actually going to
intertwine these two together because
that top of that W forms really nicely
into that e so just line this up I'm
going to grab the pencil tool and I'm
just adjusting this W on its original
path so that it flows really nicely into
that
e and then we just tidy this pit up and
then I'm going to do the same to the e
where I'm just using the pencil tool to
kind of cut away that top flick and then
I'm going to select both of these grab
the Pathfinder press unite so that the
two unite together and then I'm just
going to press the option tool and just
toggle the smooth tool so that these
flow nicely into one another so moving
on to some more letters now the L and
the a are practically touching so I'm
going to adjust this here I think it
might work if this part of the a kind of
forms over this swash of the L so I'm
going to do is actually just drag this
part down so it sits nicely on the
Baseline and
then I think maybe we need to actually
remove that swash because it's too much
with the other swash so I'm going to
just grab the Eraser tool I'm just going
to this probably going to be a little
bit messy but we can always tidy stuff
up so I'm just removing this I'm
actually going to remove this bottom
part here and then we'll grab the pencil
tool and I'm just going to get rid of
that part there and then we could add a
swash in here so that it kind of forms
nicely over that top part of the L so
I've tidied this up and the last thing I
want to do is adjust these sharp eded
swashes into more rounded Corners to
create drip likee features to fit in
with drinking coffee so you may have
noticed that I've been designing inal
caps now this is because it aligns with
the trend scene in fairy tale book
covers which links back to the strategy
any anyway here's a before and after of
the type face as you've seen I've mainly
been using the pencil tool for
customization which is why I put
together a complete course dedicated to
this powerful tool so if you're
interested in becoming a pencil tool pro
I'll leave a link to it in the
description now that our first
experiment has been successful and we
finalized the logotype we need to create
a variation that can be used in a small
space because when we shrink down the
logotype it becomes difficult to read
therefore my next experiment is to
design a brand Mark however this is
where I see many cafes and coffee shops
make a big mistake take a look at these
logos as an example what issues do you
see they lack distinctiveness they blend
into one another and they're too literal
as a brand designer you need to avoid
using cliche elements in your logos in
this case the cliche element to be
avoided is the coffee cup why because
everyone's already thought of it and
it's become the go-to for countless
Brands here's something to remember if
it's your initial idea chances are it's
everyone else's too if you want to make
your client's brand stand out you need
to start thinking outside of the box
revisiting the Brand Story and
Foundations can be a great way to spark
some new ideas so after I did this for
brewland something that really stood out
to me was the word dive now this was
from their Brand's Mission which was to
help people escape the usual routine and
dive into a world of Enchantment this
word sparked an idea in my mind I
thought about playing on the name
brewland and creating something that
would represent it as a mythical place
after brainstorming some ideas I decided
that a castle would be a suitable symbol
AS it often appears in fairy tales that
must be Lord farad's Castle uhuh that's
the
place do you think maybe he's
compensating for
something now my next step was to try
and find a way to merge the brand unique
story with this concept so I started
with the castle inside the coffee cup
but I didn't like the idea of it being a
full cup as it's a bit cliche and it
kind of looked more like a soup bowl so
I scrapped that and then I used the top
of the cup as the hole allowing the
castle to pop out giving it a really
nice sense of movement kind of acting
like it's a portal to a new world
creating that enchanting feeling and
then as you can see I've tested the idea
of drips coming out of the hole but it
didn't quite work um so then this idea
turned into adding water around the
castle to represent coffee as well as
adding stars and Bubbles to link back to
their tagline magic in every zip once I
was happy with the brand Mark I
Incorporated it into the original logo
type to ensure the logo Suite was
consistent and recognizable so now we
have three variations the primary which
consists of the logo type on one line
and the brand Mark above a stacked
variation with the brand Mark in the
middle and Logo type surrounding it and
then the brand mark on its own now this
just means if the logo needs to be used
in wider longer or smaller spaces
there's a variation to ensure its
responsiveness now the logo Suite has
been finalized it's time to move on to
creating some brand assets and in this
case illustrations so for this I'm going
to take inspiration from the mood board
as well as Whimsical illustrations
commonly found on the front covers or
fairy tale books now many of these books
features illustrations surrounding the
edges with the main focus being the text
on the inside and I like how this draws
your eyes in so to create these
illustrations I'm going to use the
pencil tool to draw some mystical
elements like leaves flowers Stars
mushrooms Etc to link back to
enchantment and Magic so my starting
point is going to be drawing a flower so
I'm just going to draw the stem and then
add the flower
head now there's a handy tip here so if
you double click the pencil tool icon it
will bring up the settings now I like to
have this option ticked which means I
can press option when using the pencil
tool and it will quickly switch to the
smooth tool and this way when you draw a
line you can smooth it out if it's a
little too rigid so I'm just going to
make this a little bit longer and then
we'll move on to the next illustration
so I'm going to just draw a really
simple star now it doesn't have to be
perfect at this point because I'm just
trying to figure out the layout of all
of these illustrations together so next
I think it would be cool to add a coffee
reference in here but we'll keep it
small so it's not the focal point so I'm
just going to draw a the top of it
actually we make it a little bit more
pointed
and then we'll draw a
semicircle just pressing option for the
smooth toggle and then we'll draw a
little handle on the side bring this
down slightly and then we'll add some
little Rays coming out of it just to
highlight the coffee so one thing we
need to make sure is that the
illustrations maintain a similar style
to the brand Mark so what I'm going to
do is add in some similar bubbles and
stars to keep things nice and consistent
so I'm just going to continue drawing
some more illustrations adding some more
flowers and leaves and then I'll check
in with you after okay so here's what
I've put together and I'm so happy with
how it's actually turned out because
it's what I'd envisioned which can
sometimes be really hard to know so I
had this idea of the illustrations
forming around the logo like on the
fairy tale books so let's bring that to
life so I'm going to mirror this by
duplicating it right clicking transform
and then reflect
and then I'm just going to remove any
necessary bits that overlap now the good
thing about this is I can use these
illustrations separately within the
brand and not just as a pattern which is
going to be really handy for things like
packaging and stationer with the logo
suite and illustrations done it's time
to move on to step four and start
thinking like Tom this is Tom in case
anyone's wondering see he thinks
differently and we need to adopt this
mindset as we enter the final stage of
the brand design process in this stage P
we'll be putting together a color
palette for this brand this is another
opportunity to set Bran's visual
identity apart from the generic coffee
shop branding so to start this process
I'm going to use the colors that were
included in the mood board and then from
there I'm just going to start testing
out different tones and shades now
whilst I do this I want to explain why I
only add color once all the visual
elements of the brand have been design
so I do this because it allows me to
focus on the legibility of the designs
which can sometimes become blurred if
you add color too early in the process
now with that said I'm just going to
continue experimenting with different
colors and I'll check in with you once
I've landed on something so after some
time experimenting I've narrowed down my
choices to two favorites I've tested
both of these color palettes the Brand's
visual assets to ensure compatibility
and now I need to choose one now the
more I look at them both I think the
first color palette is the strongest and
I'm drawn more to the turquoise color as
it evokes that sense of magic and
enchantment while the brown color links
back to the coffee however I do think
that this palette could be simplified by
removing some of the green Hues so we'll
keep these two and then maintain the
lighter and darker colors to ensure it's
balanced with that finalized I'm now
going to put the VIS identity together
into a brown presentation so we can see
what the finished product looks like so
one important thing to try and remember
when presenting your work is that it's
crucial to shift the focus away from
your personal branding and instead
highlight the dire of the brand it's
kind of helpful to think of this whole
presentation as a mockup that helps the
client understand their new visual
Direction So within this presentation I
showcase the logo suite and its
variations with annotations explaining
design decisions and the thought process
a crucial thing when presenting your
work then the following section
introduces the brands fonts listing the
primary secondary and complimentary
choices with explanations for their
selection and them in action then
another page details the Brand's color
palette explaining the meaning behind
these choices and how they align with
the strategy then a look at their brand
assets and their illustrations and their
connection to the Brand Story and then
lastly there are Pages filled with
mock-ups displaying The Branding action
which really help bring it to life with
the visual identity now finalized
there's one more step required in order
to design original brands that avoid the
pitfall of being generic if you want to
find out what this last step is watch
this video here where I reveal the
secret to designing a pro
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