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The Premier Design logo design process
Posted on September 12th, 2012
(Posted 12th September 2012) We’ve recently created a brand new logo design for MA Consulting Engineers. They came to us with a blank canvas and no clear identity in place, so the logo design process started from scratch. This is the perfect example to show you the entire behind-the-scenes process from initial face-to-face meeting with our client to completed brand identity.
Our logo designing process is as follows:
1 – Face-to-face meeting with client
It’s always best to talk over the table to get a clear feel for the project from the off. We ask the right questions, find out as much as we can about the business, the people, the company ethos, the target market, perceived usages of the branding, the aims of the new identity and from this we formulate an in-depth brief.
2 – Research – lot’s of it!
It’s no use randomly picking ‘nice’ colours, fonts and shapes that are our (or your) favourites, even if they visually look good together – this is the difference between ‘a logo’ and a GREAT brand identity! Branding must have meaning, thought, research and substance behind it, it is the face of your business and portrays a message – that message has to be the right message.
What works well for one company identity may not work for yours, that is why all our designs (across all our design services) are totally bespoke, tailored specifically to your individual business. We don’t use templates or recycle our designs!
Through our extensive research, we suss out the competition, research into competitors branding, note any ‘trends’ within the industry, note what works and what doesn’t. Very importantly, we take a good look at your target market’s own branding and logo design, we need to appeal to their senses and get into your client’s head, their own look gives out vital clues!
3 – Initial sketches
Although we have the latest design tools and technology at our finger tips here at Premier Design, we’ve not forgotten how to ‘create’! Throughout the brief formulation and research stages, ideas are buzzing and numerous notes, roughs and sketches are scribbled down to aid the development. The ideas must be there before we hit the computers!
4 – Initial logo design concepts
Now armed with all the invaluable information we’ve gathered and various ideas ready to create, we produce a set of ‘Initial Concepts’.
This is a range of several roughly created graphic elements together with the company name, using a selection of carefully chosen fonts and layouts. We aim to approach the designs from different angles and to offer a choice to our clients, but all with the same level of reason behind them. A detailed description accompanies the logo concept proofs we present, so our thought process is clearly highlighted.
5 – Chosen logo design concept development
Once our client has taken a look through the various concept designs we further develop the ‘chosen’ concept toward the final logo design. We encourage our clients to gather their own feedback from staff and market research from their own customers on the concepts to get a feeling for how the new look will be received and is perceived.
The logo design really starts to take shape now, the graphic rendering, text spacing, precision alignment, layout and well thought-through colour options produce a set of ‘Logo Developments’ with subtle differences to get the perfect end result. Another set of proofs are supplied to our client for their approval.
6 – Final logo design
Now the final logo design has been chosen from the development stage and minor tweaks and adjustments made, the brand new logo is created in a range of file formats so that it can be used on all kinds of media.
Again, this is what sets ‘a logo’ and ‘a GREAT logo design‘ apart. We have full expertise and understanding of the print and digital media industry and therefore create a logo that can be used across the board without losing integrity. From stationery and vehicle signage to website design, large display banners and clothing your new logo is supplied in formats that work for all and can be blown up to any size without losing quality.
We are not ‘precious’ with the artwork either, your new logo design is yours! We don’t cling on to files not allowing you to create the rest of your material with different suppliers if you wish – although why would you?, when Premier Design can create your matching stationery, website design, brochures, signage, exhibition displays…
What we do ask is that strict brand guidelines are adhered to however, to maintain consistency:
7 – Brand guidelines
As an optional extra to your logo design and files supplied, we strongly recommend having a brand guideline document produced to accompany it. This ensures consistency throughout all items your logo appears on or in, which in turn portrays your company in the best, professional light and shows that you care about how you are seen. This speaks volumes about your attitude to business.
Within this guideline document we state the colours that are used, in their ‘spot pantone’ form and in the ‘full colour CMYK’ format – vitally important to different formats of printing. The layout of the logo that is accepted, the space required around the logo to let it ‘breath’ and stand out, a reversed version if your logo needs to appear on a dark coloured background, fonts to be used in marketing material etc. All of which, if followed, result in a professional, powerful brand presence within a competitive market place.
If you need your current branding re-visited or a new logo design created, Stage 1 of the process is free! Come and chat to us about your requirements, call now to make an appointment on 01245 363163.
Royal Mail Post Marks have changed – you MUST use the new ones from 2nd January 2013!
Posted on September 7th, 2012
(Posted September 7th 2012) Did you know that Royal Mail changed their ‘Printed Postage Impression’ (PPI) designs in June this year? This applies to the following delivery speeds or products: 1st Class, 2nd Class, Economy, Advertising Mail (Big Book and Heavyweight options), Royal Mail Tracked®, Special Delivery™ and International (optional).
They have changed the PPI marks so that the mail receiver can easily see who is responsible for delivery, by adding the ‘Delivered by Royal Mail’ mark, and therefore know who to contact if there is a delivery issue.
Although the new PPI marks have been effective since 23rd June 2012, Royal Mail are aware that customers will have stocks of envelopes with the old marks to use up. Therefore there is a six month transition period in which old envelopes can be used and businesses can get ready with the new design.
AFTER 2nd JANUARY 2013, OLD ROYAL MAIL PPI MARKS WILL NOT BE ACCEPTED!
• Your logo printed on your envelopes, single to full colour designs
• Coloured envelopes
• Conqueror envelopes
• Window envelopes
• First and Second Class
• DL, C6, C5, C4, C3 sized
• Seal and Peel envelopes
Call us on 01245 363163 for more details.
A great use of marketing time that won’t cost a fortune either…e-newsletters!
Posted on September 3rd, 2012
When used correctly, e-newsletters are a great way to get information over to clients on your mailing list. This works especially well when you’re using the concept if you’re selling a product(s) or want to impart urgent information, such as a press release, and need to educate the reader or encourage them to visit your website for further information.
Something else to bear in mind is that a professionally designed e-newsletter avoids the “spam” look of a DIY or mass-produced version. Consistency should run through your marketing, and your newsletter should not be any different. Keep it in a similar style to your existing marketing material and website and you won’t go far wrong.
There are some very important rules to bear in mind when producing an e-newsletter though:
DO have a catchy and interesting subject line.
DO ensure that it’s obvious who the sender is – if they know you, there’s more chance the recipient will read the message.
DON’T use background images as they may not load when the message is opened.
DO encourage viewers to visit your website for more information, or to purchase, via links.
DON’T send e-newsletters (or any bulk mail) to unsolicited addresses.
DO ensure important information is on the left and at the top of your message.
DON’T overcomplicate the message. Keep it simple!
DO include a call to action; phone number, email address or website are vital.
DON’T overload on copy; it won’t get read.
DO have a link that will open the e-newsletter in a web browser.
DON’T send your message without thoroughly testing that it will work on the majority of browsers.
DO optimise your e-newsletter and check for errors. This includes both grammatical and technical.
Finally… DON’T give up! If at first you don’t get results, keep trying. They will come eventually!
Remember that the aim of an e-newsletter is to ENGAGE the viewer, ENCOURAGE interaction and get a RESPONSE.
It is important that you are able to MEASURE the response and incorporate this information in future e-newsletter campaigns. Amongst other things, a professional campaign will be able to show how many recipients opened the mail and what actions they took, such as visiting your website.
We’ve all got something we’d like to shout about, and all you need is the confidence to do it! Get the ball rolling now – call us on 01245 363163 for more details.