Key steps and features of the image design process
27 February 2023
Branding - what is it really?
The very first impression of your company or business is an impulse that can only reach a potential customer or consumer once. It is the experience of that moment that really matters, and in our highly visualised world, its importance is indisputable. Positive first impressions can even influence important decisions, so it is worth paying attention to the design of the image and to seek expert help in its implementation. For a long time, it was considered to be the prerogative of large companies. Today, we know that small and medium-sized businesses are just as concerned about projecting a sense of professionalism and confidence.
Why is image design important?
Communication studies and measurements have clearly established that when two strangers meet, some kind of impressions, feelings and thoughts are formed towards each other in the very first seconds, which we could even call perception. Consequently, it is our natural instinct to seek sympathy by presenting the best version of ourselves, by maximising our appearance.
Just as between people and people, between brands and consumers impressions are created, and the communication professionals have adopted and are fully aware of it in their everyday work. And not without reason: image design is a key step for ever better results. Spending money on advertising and branding is only really worth it if the brand is enticing and positive, if it can be differentiated from the competition and if it attracts attention. Otherwise, your competitor will be the winner when potential customers and partners are torn between two products or services.
We take you through the steps of image creation point by point in this blogpost, with practical advice to help you.
The determination and the message
Like all projects, it starts with the same step, a strong determination. This is closely followed by the message, the message of what we want to communicate about our company or product to the outside world. It's unnecessary to think about visual elements and solutions at this stage, it's the well-defined message that we need to create.
So, present our profile and strengths to the client, highlighting the important and relevant features that need to be emphasised, so that they get to know us and our best side. If we have any other specific ideas, anything that we would like to highlight, we should also include them in the brief. But be careful with the latter, as it may misdirect from the main message. It's worth asking the designers for their opinion at this point, as they can provide their expert perspective.
The next step: choose a designer!
There are so many graphic designers and visual professionals on the market that it's a real challenge to find the best one for you. However, there are certain aspects that can help you make the right choice:
RELEVANT PROFESSIONAL KNOWLEDGE
It is essential that the team or company you are engaging with clearly has the right expertise. It’s best if you check the company's references and previous assignments.
EMPATHY AND COMMUNICATION SKILLS
It is also very important that the company we choose for the identity design process has the right empathy: they must be able to understand our objectives and everything that is important to us, so that they can deliver the best possible outcome that we perceive as our own.
It is also important for the company to represent the other side, to understand the motivations of customers and consumers and to represent their interests, as the image is created for them and should help them to engage, or make decisions.
It is therefore important that the design team or person is open-minded, understands and feels the essence of the task and communicates smoothly, so that the end result is accurate and satisfies all needs.
FULL OF IDEAS
You may not necessarily expect concrete ideas at the first meeting or exchange of letters, but there should be a "creative spark" in the air that will lead to more concrete ideas later on. In addition to a wealth of ideas, it is important to have the right project management skills: not only do you have to come up with the idea, but you also have to see it through to implementation, which also requires the right skill set.
Of course, pricing is a very important part of choosing the right service provider, obviously everyone has their own financial limits. So how much does a good image cost? Is it even measurable? We prefer to put it this way: we must set a budget for ourselves that represents what a good image is worth to us. Think about how it will then represent us in our advertising and on other online and offline platforms - should we risk our success and first impression by choosing a less high quality but more financially affordable subcontractor for this project?
The steps and elements of the design
Once we have found the person with the right chemistry and feel we can successfully design the image of our company, brand, product or service, we can start the design work.
THE LOGO
This phase usually starts with logo design, which is the first and perhaps most difficult step. It is the base for all the other elements, as the logo will be the starting point on which to build. A logo can express many things, from a flexible, delicate look, to a robust and striking appearance, strong or soft colours, or even a symbol, a figure, a sign - it all depends on what you want to convey.
In most cases, a logo is a combination of a slogan and an emblem, a design of graphic elements. An emblem is a simple shape that refers to our service or anything else that is associated with us. It can be stylized or accurately depicted, but we can also break away from this, especially if we need to depict something complex. In such cases, it is worth giving ourselves over completely to the creativity of the designer.
The signage can be the company name itself, or even the slogan - it's important to communicate the right amount of information and not go overboard. When designing a logo, it is essential that the elements are coherent and proportionate to each other, that the colours are optimal and that the typography is chosen to perform well on a variety of surfaces. The logo will ensure that your business is remembered by your current and potential customers, and that it differentiates you from your competitors.
WHAT HAPPENS NEXT?
After a preliminary needs assessment, the design team starts to work intensively. In many cases, a joint brainstorming session is held to collect a variety of opinions and perspectives on the project.
Depending on the ideas, the designers will then often create a moodboard as step 0, which already includes the main visual directions (typography, signage, logo, colours, etc.) and present it to the client.
Once this has been accepted, the concrete design phase can begin, with the first round resulting in several versions of the logo, giving the client the opportunity to choose the logo that best suits him and with which he can fully identify. Once this step has been completed, we can move on to the design of the other elements of the logo.
WHAT DESIGN ELEMENTS SHOULD WE ASK FOR?
There are basically two types of corporate identity: small corporate image, which includes the logo, email signature and header. These are the elements that all our partners are likely to encounter.
There is also a large corporate image, which is an extended version of the small one and includes a number of different additional elements. It can be really useful to request a brand book for larger volumes. This document lays down all the rules for the identity: how to use the colours, the logo, what to display and when, etc.
The aim is to ensure that the identity reflects its original purpose and message in a consistent way, even if the original design company is no longer working with us. In this way, each piece of material produced will be created and presented consistently, following the rules laid down earlier. The brand book will explain how the logo is put together, what versions exist, how it can appear on different surfaces, how it can be used, and will also provide samples of the layout.
ADDITIONAL DESIGN ELEMENTS
Depending on the size of the business, the logo can appear on an increasing number of different surfaces. For a larger company, it could even be corporate workwear and souvenirs, the sky's the limit. For smaller companies, the branding is used on websites, business cards and social media platforms. We've provided a few examples of other platforms where branding can be used:
A. Offline items
1. BUSINESS CARD
We can tell a lot about ourselves by our business card offline and our email signature online. It conveys credibility and trust when you present a convincing and visually pleasing business card to your partner after a face-to-face meeting. You don't have to tell your company story; just project a professional image and you'll be remembered.
The colour, text and texture of your business card says a lot about the quality of your branding. It also makes a good impression to have an exclusive signature at the bottom of the emails you send out, containing all the important information and with an exclusive look. You can even convey your company's mission and message in a little interface like this.
2. FLYER AND BROCHURE DESIGN
Even for smaller brochures, it is important that they reflect us properly. The basic colours, the typography you choose, the layout, the header, the footer and any other additional elements are all important parts of your brand identity.
3. POSTER AND ROLL-UP DESIGN
A roll-up at a conference can have an advertising value, or it can be a simple signpost. Of course, we all know which version is the more valuable for our brand, so these materials should also be memorable and include our company colours, logo and appropriate message.
B. Online elements
4. DEFINE THE WEBSITE IDENTITY
Being present in the virtual space is essential today, so of course online interfaces are also part of the image, starting with the website.
There are already a lot of web platforms where you can promote your company or service with online marketing tools. However, the huge competition means that it does matter how we appear and how we advertise, because if there is a glitch somewhere in the machinery, our advertising will be of little use.
5. SOCIAL MEDIA SITES
Our social media presence is practically our second identity. The content and the way we present ourselves on social media is nowadays a primary guide, a kind of "first point of contact", so it is not all about what we communicate about ourselves, and even more about how we communicate it. The related elements of the image are therefore key. In addition to the channels mentioned above, the following online corporate image vehicles are relevant examples: newsletters, advertising banners, YouTube channels, etc.
Common mistakes to avoid
We've put together a few typical mistakes to help you avoid unnecessary wrong turns when designing your image:
The most typical mistake is when the company's mission and credo are not clearly defined, so the final result cannot reflect the company's message 100%. So it's important to think about this before you start designing a brand identity.
The logo is too complex, too complicated, too graphic and lacks the necessary simplicity. The logo should always be easy to understand and interpret.
It is a visual expression of the brand, so it is important that it is easy to remember and recognise.
The colours and typefaces used are also important, if the design elements are chosen wrongly, they will not blend harmoniously and will create a dissonant feeling.
Branding is not only necessary for new start-ups
Sometimes the image associated with a brand can look tired and outdated, while other brands and especially competitors can make our own look dated and we realise that we need to change.
The point of innovation is to reinforce our message and values in the minds of consumers. Which we have provided some examples of where this may be necessary:
1. AN AGEING CUSTOMER BASE
The former potential target group is ageing, it is a natural process and they have been replaced by the younger generation, so reaching them is now important. Adapt your company image to their tastes!
2. THE CURRENT IMAGE IS OF INADEQUATE QUALITY
Sometimes your failure was due to an inappropriate look. If you've spent time and effort running your company with the right strategy, but you feel that your success is not 100% and that the image doesn't reflect you and your company, it's time for a change!
3. WITH OTHER LOGOS
In case your branding has the hallmarks of your competitors and is difficult to distinguish from them, you need a new branding! One of the most important characteristics of a brand is that it is unique and unrepeatable, specific to your company, so one of the very important reasons for a brand change could be the one mentioned above!
4. YOUR COMPANY'S REPUTATION HAS BECOME CRITICAL
Jokes, slander, lawsuits, negative rumours... with a new image you can start your journey with a clean slate from many unpleasant situations. Because we all know: rebuilding lost trust is a thousand times harder than voting for something new.
Why choose Meraki?
You've seen how important it is that people remember your brand even after one encounter and that it gives them a good feeling. That's why it's important to create a harmony of colours and shapes, to systematically build a company image that follows the latest trends, and only a professional can help you do this in a way that is truly effective.
The Meraki team is an agency with a fresh approach and many years of experience in finding answers to the challenges of image design. With our team of experts, we can successfully answer all your questions and help you and your company, brand, product or service, whether you are starting or re-starting your business, with the best solution for you.
Contact us and let's talk! We are happy to be at your service!
