How your business is perceived is integral in attracting customers, particularly if it’s a new enterprise. People are more likely to buy a product or service if they believe it to be authentic. A visual identity, and graphic design in a broader sense, can form that perception; one of authenticity, expertise and trust. A strong visual identity informs those beliefs and perceptions by identifying your business in a clear, functional and elegant way.
The central element and most important part of an identity is the logo; its primary function is to identify the business, not explain what it does. It derives its meaning from the quality of the product or service it represents. Take the Apple logo, for instance, beautiful, iconic, minimal, distinct – all attributes associated with their products.
Paul Rand, the seminal American designer, said, “A logo is less important than the product it signifies; however, what it means is more important than what it looks like.” Therefore, the logo, as part of the identity system, is not just a visual representation of the company you wish to promote but also an expression of the core values that are intrinsic to it.
I believe that intelligent, creative results, that meet the client’s needs, can only be found through a process of learning and familiarisation; meeting the client, understanding their business and culture, thorough research, interviews and asking lots and lots of questions.
Only then can the design process begin. A rigorous process of sketching, drafting, iteration and editing follows before the final work is presented. The needs of each client are distinct, varying in scope and tone, and this approach allows me to create relevant, bespoke design solutions for each one.