I had a brainstorming session with Dev and two other firm employees, Sakshi and Rashmi. They went through the options and we discussed what was good and what was not working at all and why. The problem that came out of this was that in an attempt to create more options, a concept was lacking in the iterations.
First of all, Dev asked me to go back to the research phase of my project, and really chalk out what they as a firm stand for and what tone of communication they want to use. How do they want to position themselves? They did not know, it was my job to figure that out.
What he did know is that he wanted a compact unit which would fit like a seal. He pointed out that this did not mean that I should necessarily put DKM in a seal like I had done in one of my iterations. A logo should be able to communicate it without the extra visual baggage of the seal itself. The current identity does not look like a logo, because of which the firm is losing a lot of marketing.
He also said that when a project is done in college, there is no responsibility attached to it. If the assignment is type integration, the sole purpose is to create one, and there need not be a full fledged concept behind it. Not everyone gets the entire concept behind every logo and it does not matter if people do not get the concept behind their logo, but what matters is that they should know what story lies behind their identity and if some one asks they should be able to say more that it being just a type integration.
Decide which type of typeface to use according to the key words of the firm. Is it going to be a serif or a san serif. The details of weather it is humanist or transitional or classical can be decided later, those are just details which should come only after the idea has been finalised. What I have been doing till now is "treating" a logo, not creating a story behind it, except for the "starry" K, which has some idea behind it in terms of it coming from his signature, but why does it juxtapose to more variation? There work is not always all out, it also has a lot of restrain and an implementation of a classical principles in design. It is not completely "funky", but is made memorable through the tweaking of something more traditional.
He asked me to think of the ideal clients the firm would like to reach out to. What I need to do is come up with a set of key words, from which a story can be derived. A logo is just the tip of the brand triangle.
After this there was a brief discussion on how other design firms have positioned themselves in the market and how DKM should position itself.
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