Ever wanted to know what is in the mind of a designer, busy with or thinking of rebranding? Here, Dominique Nelson-Esch gives an insight to her creative rationale while conceptualizing a rebrand for one of our clients. When thinking of rebranding, it’s important to explain the process to clients…they often look at artwork and we can see by the expression on their face, they are thinking, “what was she thinking??”! How designers get to their designs always involves a lot of thinking – strategic, logical, business, and creative thinking.

Designs at mondayfriday are made with enough research and knowledge of the client in order to justify and substantiate a design direction. Not only is this crucial, but also understanding design principles and what type of design will be future-proof and have longevity in its market. This insight comes more with experience than with skill. We’ve included some snapshots of the logo designs for the rebrand, which is just one element of a rebrand. The clients existing logo:

We analyze the current logo and try to look for potential flaws in design, overall impression and longevity, what the logo will look like on other applications such as digital and print.

  • The current logo design could be stronger and bolder
  • We would love to see a more vibrant colour palette
  • The space around the logo is unbalanced and wasted, especially in the speech bubble. We would balance the design by reducing the impact of the logomark
  • Having two logomarks, in this case the ‘speech bubble’ and the ‘pen’, deserves some thought. We think it’s too much
  • We would minimize the letter spacing in the logotype

Now, take a look at what we came up with. Our first option being Creative Example 1: The Designers Hand.

Brand Design Creative Example 1: The Designers Hand

The creative rationale we used for this design is that we would like to show that each contract type is creative and crafted, hence the use of a designers hand with pencil. We included the name ComicContracts into this version of the logo because they are an early brand, and we would need to tie them as closely together as possible. The creative is very clean and bold, with only the use of one primary colour, and one secondary colour.

Thinking of rebranding
Thinking of rebranding
Thinking of rebranding

Brand Design Creative Example 2: The Handshake

The creative rationale for this design, is that the handshake is part of the letter C, leading to partnership, agreement and unity. The idea is positive and fits with the script lettering of the word “creative”. The word “contracts” is formalised by it’s uppercase text and firm lettering. This is a blend of creative and formal (legal). The colours used are playful (yellow & blue = comic/creative) and formal (blue = legal/finance/business)

Thinking of rebranding
Thinking of rebranding
Thinking of rebranding
Thinking of rebranding

Brand Design Creative Example 3

The creative rationale for this design is fabulously bold and minimal. A small icon is a handshake. The colour is bold and bright. The name does the talking, the icon (logomark) does the explaining.

Thinking of rebranding
Thinking of rebranding
Thinking of rebranding
Thinking of rebranding
Thinking of rebranding

mondayfriday offers business growth services with Dominique Nelson-Esch, where she explores how to bring out the best version of your business. Find out more, or speak to her over email about any rebrand questions you have for your business.