Q&A with Art Director Andi
Andi Harman is the brains behind the visual branding of countless clients. She knows a thing or two (or three or four) about creating an incredible, memorable brand, so we asked her to share some of her insight with us about branding, her process, and why it matters.
What does “branding” mean to you?
Branding is the building blocks which create the personality of a business, organization, person, or product. For us, it goes beyond a logo; a comprehensive brand identity is a toolbox filled with the following components:
Logo package — Many variations can exist for one logo, such as digital vs. print color, horizontal vs. vertical, with or without a brand tagline, additional color variations like black and white, etc.
Design guide — Logo usage guidelines, custom color palette, typography, iconography. This might also include something like an interior design moodboard, or any other goodies needed to visually direct a brand.
Communication guide — Mission, values, talking points
Copy style guide — Grammar rules, brand naming conventions, stylistic direction
All of these pieces combine forces to ensure that no matter who is telling a brand’s story through words or design, that story is unified and true.
Does every organization need to go through a branding process?
Short answer: Yes.
If your logo is something you whipped up yourself in CorelDRAW back in 2009 because you needed business cards but didn’t have the budget to hire a designer — you’re overdue for a makeover.
What are the steps in the branding process? What should a client expect when working with you?
Research
When a client comes to Swash for branding, they can expect a few initial exploratory questions to come their way either via a call or a survey. Before I create a new logo or visual identity, I like to understand the brand’s desires for their future, long-term aesthetic. I also like to research competitors in order to understand what the audience is familiar, and therefore what will stand out from the pack.
Think about shopping for deodorant. You’re standing in front of a shelf that has, side by side, tubes of Old Spice, Axe, Tom’s of Maine, Dove, Gillette, Speed Stick.
Forget about the price or efficacy of any of these products for a moment. What brand do you reach for, and why? You might have an old standby. “Old Spice Swagger.” Why? “I’ve been using it since high school.” Sweet, sweet brand loyalty. But aren’t you curious about Harry’s? The logo is clean, the tube is a nice shade of blue, and there’s a scent called ‘Stone’ …maybe you want to smell like a stone? Whatever that smells like? It sounds fancy.
I play through scenarios like this at the start of every branding process. I look at competitors, put myself in the shoes of a customer, and run through what it might take to sway me to check out a new brand. I also consider existing customers if it’s a rebrand — and make sure I don’t alienate them.
Creation & Iteration
After I’ve finished my preliminary research, I start thinking of the right kind of logo for the brand.
Should it be logotype? A symbol? A monogram? Something else?
I start sketching, flipping through typefaces, thinking in color, and trying my best to be a smartypants. Some days it comes naturally. Some days it doesn’t. Logos can take a little time to simmer. You step away, you come back, you make adjustments, and then at some point there are enough quality concepts to present to the client.
From there, I stick those concepts into a presentation document, along with a short description or explanation of each mark (if needed). Sometimes they are full color if the color palette has revealed itself early on. Sometimes that is the last step. Color psychology is real, and can cause unnecessary hang-ups if introduced at the wrong time.
The next step of the process focuses on the client’s subjective feedback. I hope we nail it at the beginning, but sometimes we need three or four revision rounds to get on the same page.
Acceptance & Delivery
Once we’ve found “the one,” I spruce up the vector files, fine-tune the color mixes, and prepare all of the different formats required for final delivery.
What do you love about branding?
I treasure when someone brings me a source of inspiration, whether it’s all in their head or they’ve done the work of putting together their own mood board. Sharing the process makes it so much more joyful.
And then as time passes, it’s a treat to see how a design is applied across branded materials out in the world.
What do you wish more companies understood about branding?
Branding can be fun and flexible — especially in an era where we encounter brands in endless scrolling feeds. It’s okay to switch things up a bit, especially on social media. Let the logo be timeless and the designs be of-the-moment.
Take pictures of everything. Document change and growth. History is a powerful part of your brand’s story.
What are your favorite branding projects you have worked on?
It has to be the Landeros family of restaurants in Denton — Milpa, Pepitas, and Wild Cactus. All of those brands have their own unique vibe and that carries throughout the physical spaces so well.