the “pitch” is in the eyes of the beholder
What you do, the execution of your craft as a designer, is not as important as WHY you do it. A design that emphasizes pretty images or insanely large font folders rather than a clear customer message is just smoke and mirrors. Who are we trying to make look good here?
Successful branding projects don’t begin with a sketchpad, but with a long list of questions. There’s a problem to be solved—what makes your client better than the rest? Determine the words and the picture is not far behind.
Communication is king, both consumer/business and designer/client. A logo design must clearly reflect the business it represents, visually and verbally. When there is no clear definition of functional value, a logo is seen only as clipart. A good “pitch” justifies a design. By establishing this foundation, changes will be more tweaks of message than form. The client will see with different eyes. Not “make this bigger” but rather “let’s emphasize this concept”.
November 27, 2009
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March 20, 2010
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