Identity Designed is not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business. The book will give you an in-depth look at one of the most interesting visual identity projects from each contributing design firm, focusing on workflow aspects from pricing and invoicing to generating ideas and reaching consensus on the strongest direction.
The following studios share key insights into how they work with clients.
Base (Brussels, New York, Geneva)
Baxter and Bailey (Brighton)
Believe in (Exeter, Mono)
Foreign Policy (Singapore)
Freytag Anderson (Glasgow)
ico Design (London)
Jack Renwick (London)
OCD (New York)
Pharus (Sao Paulo)
Rice Creative (Ho Chi Minh City)
Robot Food (Leeds)
Case study topics
Featured projects will be split 50/50 between project imagery and insightful reading around the following topics.
- The client approach — how the client was found, the first questions asked, and steps taken before initial payment is received.
- Setting terms and conditions — key insights into how client expectations are managed from the outset.
- Clarifying the design brief — topics covered, and what the client receives for reference.
- Project pricing and timeframes — factors that affect the overall project fee, and how to determine the time it takes to do the work.
- Preparing invoices and handling payments — software used to help streamline the process, charging in full versus percentage amounts, and dealing with foreign currencies and exchange rates.
- Conducting research — what’s looked for, and where, to give the best possible chance of exceeding expectations.
- Merging strategy with design — how a strategic approach to the visual identity is ensured.
- Crafting good ideas — how to know when enough experimentation has been done, methods used to find the most varied ideas.
- Avoiding copyright infringement — ensuring (as far as possible) that no existing design is infringed upon, the process of trademarking a logo.
- Presenting the work — how clients first learn of a potential design idea, tools and software used for mockups and presentations.
- Reaching consensus — guiding the feedback, steering clients toward the strongest idea, keeping control of the design execution.
- Developing guidelines — the role of a style guide, whether prescriptive or flexible, how these documents are formatted and supplied.
- Measuring success — how to determine the impact of visual identities on client businesses.
- Studio marketing — advice on how to find your first clients.
Hardcover: 240 pages
Publisher: Rockport (January 1, 2019)