The book Identity Designed: The Definitive Guide to Visual Branding by David Airey is one of the few things I pre-ordered long before its release. This was due to my anticipation of the significance and uniqueness of the book and the experience it provides. Unlike many other books and websites that focus solely on inspiration, this book offers a practical guide detailing the working methods of various design studios, with insights and practical tips that are rarely found elsewhere.
In this blog post, I’ll provide a quick summary of the book’s content, style, and what you can expect from it. I’ll start with some points that particularly impressed me, and then I’ll delve into a specific case study from the book, highlighting how the author breaks down the studio’s approach and the key processes involved.
Four Key Points I Loved About This Book
01 – One of the standout features of this book is that it not only allows you to explore the identity and its details but also the team’s experience with the client. You gain insight into the business aspect of the project, not just the creative side.
02 – You’ll notice a clear distinction in the working methods of the studios and their diversity, with each team showcasing a unique approach. This includes how they handle client relations and details like pricing, payments, and project timelines, which add a significant practical value to the book.
03 – At the end of each identity case study, there is a quick review of the key points that summarize the studio’s working method. This serves as a recap or reminder of what you’ve read, making it easier to grasp the lessons learned.
04 – The book’s unique diversity helps you understand the different positions and specializations of design studios. You’ll find some studios consisting of just one or two people working like a startup without complications, while others have a clear hierarchy and multiple teams. Some studios are very selective about the projects they take on, ensuring they align with their vision and identity.
The Book’s Approach to Case Studies
To avoid a generic overview, I’ll use a specific case study from the book as an example, showcasing how the author examines the studio’s work process. The example I’ll discuss is the Primal Roots identity, developed by the studio “Lantern.” The key points in this case study are common across most of the identities in the book, which is what makes the book so enjoyable and unique.
Introduction and First Identity
In the book’s introduction, the author provides a brief history of brand identities, followed by the first case study on Primal Roots. You’ll notice that most of the case studies or case studies follow several essential themes, which I’ll outline below using the Primal Roots project as an example, as it is one of the simpler cases that encapsulates most of the points typically discussed.
Project Deliverables
Here, the team discusses how their expertise lies in creating a unique voice or message for the identity. They mention that their typical deliverables include two different logo concepts, brand guidelines, basic logo applications, and some designs for advertising or social media.
Design Pricing
The team discusses their pricing approach, noting that the Primal Roots identity cost $13,000. Pricing is based on the time required, which varies depending on the nature of the project, typically ranging from 10 to 12 weeks. This section highlights the significant differences in studio pricing, influenced by the project’s nature, the team’s reputation, and the studio’s location.
Terms and Conditions
The team outlines how they handle the initial work agreement, which is sent in the early stages of client communication. They mention that they usually request a 50% deposit upfront and the remaining 50% upon project completion. Again, the approaches here can differ significantly between studios, depending on factors such as the project’s scale, budget, and duration.
Brief
This section focuses on the practical aspects of the project, starting with understanding the client’s business through questions, workshops, and meetings with stakeholders. The book’s introduction highlights that the brief is essentially a cohesive structure ensuring that everything proceeds smoothly and stays on track.
A Strategic Approach
The team emphasizes that their strategy is not just about design but also about conveying the identity’s message. This stage is often the beginning of the identity’s manifesto, which encapsulates the emotions and ideas behind the brand, and how it differentiates itself from competitors.
Finding Ideas
This section deals with the team’s actual working method, explaining how they brainstorm, tackle challenges, and ensure their concepts do not infringe on existing designs.
The Design Presentation
Here, the team describes how they present their results to the client. They typically start by revisiting the brand’s manifesto, followed by showcasing the logo concepts, color schemes, and design applications across different platforms like websites or social media.
Guidelines
The team discusses the importance of providing brand guidelines that include the brand’s colors, typography, and elements, alongside instructions on how to combine them creatively and consistently.
Key Points
• Understand your client’s business and aspirations for their brand.
• Always request an initial deposit before starting any creative work.
• Working with clients who are willing to take their brand in a bold direction makes your work stand out.
• If you hit a creative block, take a break from the project to clear your mind.
• It’s crucial to recap the brand’s journey during your presentation.
• Presenting too many options can dilute the impact of your work.
• Remember, the client knows their brand better than anyone else.
• Use brand guidelines as a tool for maintaining consistency and fostering creativity.
Conclusion
The book is far more comprehensive and significant than I can capture in a single blog post. Different case studies may vary slightly based on each design team’s approach, with some offering additional or different insights than those mentioned here. My goal with this overview is to introduce you to the book and its general approach.
I highly recommend it to anyone working in this field or aspiring to become a professional designer. It’s a book that could truly change your career.