Branding
We all know that branding is more than just a logo. That being said, here's a bunch of my logo designs, followed by a case study around my process.
My Role:
Tools:
Length:
Freelance Designer, Design Consultant.
Adobe Illustrator & Photoshop
1 month for the initial branding. Ongoing for the consulting.
Why Me?
My wife was hired as the Marketing Manager for a commercial battery storage company called Flexgen. When she asked me for my initial impressions, my immediate reaction was that they needed a new logo and a stronger overall brand.
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With my help, she was able to convince her leadership to hire me on a contract basis to revamp their brand, starting with their logo.
Process
I started by working with my wife and the founders of the company to establish what the brand stood for and what they wanted to accomplish. Then I started sketching out rough ideas that would help us zero in on a couple favorable directions.
Then I did some research into the competitive landscape to see where the opportunities were. Followed by an exploration into color and type.
Using the client's feedback from my first round of sketches, I created some mockups that played with different font and color combinations.
At this point the client and I were able to narrow it down to one direction. All that was left to do was some last little tweaks to find our favorite typeface and color combination. I also wanted to make sure the logo worked at smaller sizes, in black and white, and with their various program iterations.
The final result was a logo mark, typeface, and color pallet that stood out from their competitors; felt modern, fresh, and dynamic; alluded to the electrical nature of their business; and had the energy and forward movement they were looking for.
In addition to packaging up all of the various iterations of the logo and file formats, I also created a short brand guideline document to help in their usage.
Results
Flexgen loved their new brand and design direction. They took it and hit the ground running. I was immediately asked to consult on how third party agencies and vendors implemented the brand in everything from collateral, to web experiences, to experiential design, to swag.
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