Work in Progress

Open publication - Free publishing - More refinement

Feedback and New directions II

When I presented my key findings to the client, they added a few more, which included restraint. They also said that I should get more familiar with the way they handle their clients and about how they like their clients to trust them completely and they tell them what to do unlike ad agencies where what the client says is considered true.
These elements of course do not need to come into the logo, but they need to come out in the whole branding.

We decided that we will keep the logo the consistent element in all the applications, and everything else can really be "out there".

Contrast was decided to be the key word that would be worked with to create the positioning of the firm. Again, we tried to find other design firms who had interesting logos, and were surprised to find that most of them had a plain, neutral, minimal logo type. Here the discussion went to hand writings and the starry "k". Here I happened to mention to Dev that my review panel thought that his signature would make a whimsical identity, and he decided to give it a try.

I am unsure about it, but I think the starry K idea has been fixed upon. I have to wait for Dev to give me his version of the K, since it is from his signature, ideally he should do it. I will then contrast it with a bold typeface.

Currently, I am staying away from the logo for a while. It is really time for me to put my head into the whole brand and consider how everything is going to be applied and where will the visual inspiration come from.

My head is usually brimming with the wildest ideas, but now that I have been asked to go wild, I find myself coming up with the sanest solutions. How very ironic.

research and findings

Mission

To guide our clients in choosing effective solutions and making communicative material more engaging and easier to comprehend

Vision

Having a name not only in the design world, but also in the local, national and global scenarios

Why was this company created?

To translate thoughts into effective visual communication media that is backed by multi-layered meaning and concept.

What products and services does the firm have to offer?

Communication Media in print and web.

Who is our target market?

Broadly put, people looking into new business ventures, revitalising their existing business, events organisers, publication houses, content organisation related fields, campaign and awareness related  organisation.

What is out competitive advantage?

Contemporary work which is excellently executed and based on the classic principles of design, yet different. Bold and sophisticated, contrast is brought out in different ways in all outcomes.

Customers who wants something younger, more engaging and distinct.

What is out there?

There are a few broad categories in which the existing firms in India could be placed. These include conventional and traditional, quantitative, minimalistic, contemporary and individualistic.

How do we currently market our services?

Website, word of mouth, clients, market reputation and goodwill. 


KEY WORDS

communication
multi-layered
holistic
____
CONTRAST
traditional vs. untraditional
bold vs. elegant
familiarily vs. unfamiliarity
structured vs. unstructured
big picture vs. details
typography vs. image making
_____
personalised and individual attention
translation of thoughts into visuals
Responsible
bold, sophisticated 

Feedback and New directions I

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. 

Identity Crisis

Options I did in the last two weeks, and am now going to start afresh again. Best of luck to me :)

Open publication - Free publishing - More process

The wandering mind

Everything, like the weather outside is still cloudy... and I have no idea where my project is going. Corny and Vishnu-like as it may sound I am waiting for some "sunshine"... (metaphorically, ONLY metaphorically, but yes, sunshine)

Restart. Refresh

More than a month has passed,
and I need to re ideate everything from scratch.

I am really scared.