Creating a Graphic Identity for a Real Client: A Step-by-Step Design Process

Summary:

This video transparently documents the creation of a visual identity for "Rovyn," a new belt brand, from initial client brief to final deliverables. The process involved:

An initial briefing with client Adrien, leading to a project plan.
Conducting market research to understand the belt market and competitors [Image 29].
Developing two moodboards: "Modern Industrial" [Image 33] and "Neo-Classic & Vibrancy" [Image 42], with the client initially favoring the latter.
Sketching numerous logo concepts [Image 54] and vectorizing them into three initial proposals [Image 118].
After an unexpected client rejection of all initial designs, two new proposals were developed: a minimalist logotype based on Helvetica [Image 230] and a refined version of an earlier dynamic design [Image 226].
The client selected the minimalist design (Piste 4).
A comprehensive graphic charter was created [Image 254], along with mockups for packaging and a website [Image 255].
The video concludes by showcasing both the client's chosen identity and the designer's personal favorite (the refined dynamic design) [Image 263].

Creating a Graphic Identity from A to Z [00:00]

This video shares a transparent process of creating a visual identity for a real client, detailing all steps from conception to final delivery.
It highlights the challenges, iterations, and decision-making involved in freelance graphic design projects.

Project Start and Organization [00:56]

Initial Client Contact and Briefing [00:56]
- The designer, Cubi, receives a client request on April 14th from Adrien for his new belt brand, "Rovyn." [Image 20]
- A video call is conducted to gather comprehensive information and understand the project deeply.
- Key Client & Project Details
  - Brand Name: Rovyn
  - Client: Adrien
  - Sector: Leather goods (belts)
  - Specificity: New ergonomic belts with a unique fastening system.
  - Positioning: Premium but accessible.
  - Values: Innovation, modernity, practicality, with a non-artisanal brand image.
Structuring the Project Plan [01:23]
- Information is organized into a brief, categorized into "Infos," "Univers," and "Particularités."
- A five-phase project outline is established:
  1. Benchmark: Market analysis and segmentation understanding.
  2. Moodboard: Guiding client design reflection and defining artistic direction.
  3. Proposals: Creating three distinct logo concepts.
  4. Development: Finalizing the chosen logo into a complete visual identity.
  5. Graphic Charter: Creating comprehensive usage guidelines and final deliverables.

Benchmark [02:05]

Market Study ("étude de marché") [02:05]
- Research is conducted on the belt market to understand its segmentation and existing visual identity codes. [Image 7][Image 22]
- This helps identify elements to incorporate or differentiate from.
Competitor Analysis [02:30]
- Brands are categorized by price range (entry-level, mid-range, high-end). [Image 25]
- Analysis of typography, color palettes, and overall brand identity in each segment.
  - Mid-range brands typically use natural colors and artisanal imagery.
  - High-end brands prefer simple, legible typefaces with minimal symbolism.
Defining Design Exclusions [02:41]
- Identifying elements to avoid, such as overly bright colors, highly decorative display fonts, and excessive symbolism, to maintain a premium and modern aesthetic. [Image 29]

Moodboards [02:44]

Purpose of Moodboards [02:44]
- To guide the client's decision-making process for the overall design direction. [Image 5]
- To ensure mutual understanding and alignment between designer and client.
- To streamline the design process and minimize extensive revisions later.
Moodboard 1: Modern Industrial [03:51]
- Concept: Minimalist, industrial, and highly contrasted visual vocabulary with sober, clean typography. [Image 33]
- Advantages: Strong differentiation from competitors, emphasizing product innovation.
- Potential Drawbacks: Could be perceived as overly masculine, possibly lacking warmth, and linear typography might be too generic.
Moodboard 2: Neo-Classic & Vibrancy [04:05]
- Concept: Integrates classic belt codes with a modern, vibrant twist, utilizing strong typefaces and impactful compositions. [Image 42]
- Advantages: Projects a strong brand personality, elegance, and charisma, appealing to a broad audience.
- Potential Drawbacks: Might require more development for true originality and could be too close to existing belt codes.
Client Feedback on Moodboards [04:14]
- Cubi sends both moodboards to Adrien for his initial thoughts and selection.

Logo Sketching [04:23]

Client's Initial Choice [04:17]: Adrien selects Moodboard 2 as his preferred direction.
Word Exploration [04:23]
- An initial exercise involves repeatedly writing the brand name "Rovyn" to become familiar with its letterforms and explore various arrangements. [Image 52]
- This process helps generate early graphical ideas. [Image 54]
Developing Sketch Ideas [04:35]
- Various graphical interpretations of "Rovyn" are sketched, exploring different styles and compositions. [Image 55][Image 57]
- This phase involves numerous iterations, including many discarded or "horrible" concepts, as part of the creative journey.
Selecting Top Concepts [04:59]
- Three main ideas are chosen for further refinement. [Image 60]
  1. A geometric and structured logotype.
  2. A dynamic and flowing logotype with interconnected letters.
  3. A refined, elegant logotype featuring serif elements.

Logo Vectorization [05:03]

Digitalizing Concepts [05:03]
- The chosen sketches are transferred to vector software (Adobe Illustrator) for detailed refinement. [Image 8]
- Challenges arise in accurately translating the raw energy of hand-drawn sketches into precise digital vectors, requiring meticulous adjustments.
Iterative Refinement and Challenges [05:15]
- Each letter is painstakingly worked on to ensure correct proportions, spacing, and overall balance. [Image 68][Image 75]
- Specific difficulties encountered:
  - One logo presented challenges in perfectly rendering certain letter connections, requiring significant time to adjust.
  - Another logo's diagonal elements were difficult to balance, making the logo potentially impractical for diverse uses. This led to a decision to straighten the overall logotype while retaining dynamic elements through internal diagonals. [Image 83]
Early Color Exploration [05:49]
- Brief color variations are explored for the vectorized logos.
Re-evaluation of Concepts [05:51]
- After initial vectorization, one of the original proposals (Piste 1, the geometric structured logo) is deemed too "medieval" or "heavy metal," not aligning with the desired brand image, and is discarded.
Developing a New "Sober" Option [06:00]
- A new, more classic and restrained logo proposal is created to ensure a balanced range of options for the client, acknowledging that not all clients prefer highly assertive designs.

First Three Logos [06:05]

Introducing Initial Proposals [06:05]
- Cubi presents three distinct logo concepts, clarifying they are preliminary versions for feedback. [Image 118]
Piste 1: New Classic [06:26]
- Description: Features a serif typeface with diagonal accents, blending classic and modern aesthetics. [Image 89]
- Symbolism: Incorporates a "V" monogram by mixing "R" and "V" letters, with a subtle checkmark. [Image 91]
- Color Palette: Utilizes Platinum, shocking orange, and dark sienna. [Image 92]
Piste 2: Marked Territory [06:58]
- Description: Employs unique typography with diagonal lines that visually echo the new belt closure mechanism, aiming for a distinctive brand identity. [Image 97]
- Symbolism: An "R" monogram is dynamically integrated with the diagonal lines. [Image 105]
- Color Palette: Consists of Rosewood, white, fog, and tulip tree. [Image 108]
Piste 3: Sober Minimalist [07:39]
- Description: A minimalist and elegant design, featuring a subtle geometric symbol inspired by traditional belt buckles. [Image 110]
- Symbolism: An octagonal "R" symbol is reminiscent of a belt buckle. [Image 114]
- Color Palette: Includes Metallic copper, harp, wild blue yonder, and coral reef. [Image 113]

Presenting the Logos [08:25]

Importance of Presentation and Argumentation [08:25]
- Cubi emphasizes that clear argumentation and explanation constitute 50% of effective design work.
- A well-designed logo can be overlooked if its concept is not properly communicated.
Creating a Detailed Presentation PDF [08:35]
- A comprehensive PDF presentation is crafted in Adobe Illustrator, featuring each logo displayed on various backgrounds. [Image 10]
- Each logo is accompanied by an explanatory paragraph, justifying the design choices and their alignment with the brand brief. [Image 123]
Including Mockups and Initial Guidelines [09:00]
- The presentation integrates examples of how the logo might be applied and includes preliminary usage guidelines.
- Cubi mentions future plans to offer these presentation templates to other designers.

Mouse, Trackpad, or Graphic Tablet? [09:18]

Tool Preference Discussion [09:18]
- Cubi shares his initial preference for his Mac trackpad due to ingrained muscle memory for design tasks.
- He recounts discovering graphic tablets being widely used by professional graphic designers in an agency, not just for illustration but for general graphic design and photo retouching.
Benefits of Graphic Tablets [10:14]
- Graphic tablets offer a fluid workflow for various design tasks. [Image 137]
- They feature customizable shortcuts on both the tablet and pen, enhancing efficiency.
- High-resolution displays provide precision in detailed design work.

Client Debrief 1 [10:40]

Client Meeting and Presentation [10:40]
- Cubi holds a video call with Adrien to present the three initial logo proposals.
Positive Initial Reaction [10:45]
- Adrien expresses significant appreciation for all three logos, praising the in-depth research and conceptual development, particularly for Piste 2.
No Immediate Decision [10:56]
- Cubi sends the detailed PDF presentation to Adrien, allowing him time to review and make a thoughtful decision.

Client's Choice [11:05]

Unexpected Rejection [11:05]
- Adrien ultimately rejects all three initial logo proposals.
- Reasoning: Despite acknowledging the creativity and comprehensive research, he felt the designs were "too much" for his evolving vision. He had initially requested a bold identity but realized his preference shifted towards a more sober aesthetic.
New Direction Request [11:43]
- Adrien requests to explore a design based on Moodboard 1 (the modern industrial style), which was not initially chosen.
Designer's Response [11:58]
- Cubi expresses disappointment, having felt confident about Piste 2, but accepts the client's change of heart as a part of the design process. He maintains a positive outlook, viewing it as an opportunity for new creative exploration for the video.

Creation of Pistes 4 and 5 [12:22]

Developing Piste 4 (Minimalist Logotype) [12:22]
- Concept: Inspired by Moodboard 1's minimalist aesthetic, using Helvetica 1957 as a typographic base. [Image 160]
- Customization: Incorporating subtle twists to the typography for personalization and a modern touch.
- Symbolic Element: A simplified "notch" symbol, a feature Adrien liked from Piste 2, is integrated to create an abstract yet recognizable mark. [Image 230]
Developing Piste 5 (Refined Piste 2) [12:43]
- Concept: A re-evaluation and refinement of Piste 2, which was Adrien's initial preference.
- Improvements: Focus on meticulous micro-adjustments to improve visual balance and flow, making subtle but impactful changes, particularly in the "R" letterform and diagonal elements. [Image 226]
- Color Palette Adjustment: The color palette from Piste 1 is experimented with on Piste 5 to see if it enhances the design.
Presenting Piste 4 & 5 [13:20, 13:34]
- Piste 4: Presented as simple, effective, and aligning with Adrien's preference for sobriety, with the subtle "notch" symbol.
- Piste 5: Cubi expresses this as his personal favorite due to its originality and strong brand identity, despite acknowledging it might not appeal to everyone.

Client Debrief 2 [13:55]

Final Client Decision [13:55]
- Adrien ultimately selects Piste 4, the minimalist Helvetica-based design.
Designer's Reaction [13:56]
- Cubi again expresses disappointment, having had strong faith in Piste 2, but accepts the client's final choice.
Next Steps [14:10]
- The crucial next phase is to create a comprehensive graphic charter to ensure the correct and consistent use of the chosen logo and visual identity.
- Cubi also plans to develop compelling visual mockups to showcase the final logo's application.

Graphic Charter Creation [14:37]

Developing the Graphic Charter [14:37]
- This phase involves meticulous work to finalize the chosen logo, ensuring precise spacing and alignment of all elements. [Image 249]
- Safety zones are defined around the logo to prevent it from being obscured or cluttered by other elements.
- Different logo versions are created for various backgrounds and applications, maintaining versatility.
- Permissible and forbidden uses are clearly outlined to safeguard brand consistency and prevent unintended modifications. [Image 254]
Creating Mockups and a Sample Website [15:27]
- Visual mockups are produced to demonstrate the logo's application on physical items like packaging and bags, creating a "wow" effect for the client. [Image 252]
- A simplified, "fake" e-commerce website is designed to illustrate the logo's digital application, helping the client visualize its real-world integration. [Image 253]

Final Graphic Identity Result 1 [15:45]

Final Presentation of the Chosen Identity [15:45]
- The completed graphic charter is showcased, detailing logotypes, construction, and usage rules.
- Mockups featuring the chosen minimalist logo (Piste 4) on packaging and the sample website are presented. [Image 255][Image 256]
- This includes the final logo and its comprehensive guidelines for use.

Final Visual Identity Result 2 [16:00]

Showcasing the Designer's Preferred (Rejected) Identity [16:00]
- Cubi decides to present the refined Piste 5, his personal favorite, to the audience. [Image 257]
- The logo is animated to highlight its dynamic qualities and strong potential for the brand.
- Mockups of Piste 5 on various branded materials and the website are shown, emphasizing its unique and original visual identity. [Image 262][Image 263]