Our Identity Design Process

The identity design process does not rely on a large team or on subcontract photography and writing. Because of this, it can be a very efficient and enjoyable experience. However, the gravity of such a large decision can sometimes bog down judgment. It is important to remain open-minded and flexible so as to arrive at a solution that isn’t too restrictive or conventional.

  1. Design brief: Through the initial brief from the client and further questions and discussion, information and design criteria are established. These criteria include the needs, objectives, and problems to be solved. For more information on how to best brief a designer for identity work, please reference the Atom Graphics’ identity design brief guidelines.

  2. Design quote: An estimate and a list of what is included is agreed upon. This estimate is established with scope for reference (for example, an established number of rounds of revisions).

  3. Design concepts: Depending on the scope established, the presentation of at least 3 initial logo concepts in black & white.

  4. Design adjustments: Made to chosen concept; based on client feedback and discussion.

  5. Design completion: Finalize colour and instances of logo.

  6. Delivery: Supply of logo in a variety of electronic formats.

  7. Application: Stationery layouts created, if required.

  8. Implementation guidelines (optional): These are recommended and would be agreed upon at the initial design brief meeting. Shorter documents would simply review the basic use of the logo; longer documents could include extended colour palettes, typeface guidelines, and supporting imagery recommendations.

A few simple recommendations that we have found help projects run smoothly and stay on budget:

  1. Have a dedicated point of contact at your organization for the project.

  2. Avoid the need for consensus among a large group of people. One person, or a few key people, should have final decision-making power regarding the design.

  3. Consider the design’s effectiveness in relation to the agreed criteria, not personal taste.

  4. Immediate reactions to the proposed concepts are typically more useful than in-depth analysis. Logos should function with instant impact. Also, while symbolism can be important, keep in mind that the main goal is to create a memorable, distinctive, and appropriate mark. Too much symbolism and metaphor can come at the expense of aesthetic qualities.
Atom Graphics