Every company has an identity. That identity is represented by a certain type of branding. Just recently, a few months ago we realized that we needed to rebrand due to the overly complicated identity we had. It’s important to get it right from the beginning, so you’re not stuck “Pepsi’ing” your way through business.
Where It Started
More often than not, branding consists of a logo that separates that company from the rest and allows it to be recognizable, unique and memorable. There are typically two types of logos, and I don’t mean to preach but its simply exciting to talk about this stuff. There are Type Treatments and Type and Image Mixed Treatments. That’s not to say you are limited to those two, but majority of the logos consist of either of those two types.
As a production company, it made the most sense to go with a type treatment with an image element that would be representative of the company. The process began with a sketch, and then another, and then tens more.
Never be afraid to sketch, and sketch a lot. Sketch until you come across something descent, your fingers bleed, or you get kicked out of your mom’s house – whichever comes first. Don’t worry about your sketches looking good at this point, either. You’ll have your chance to flesh out all the details later. Much like scriptwriting, you won’t get a finished product if you don’t keep writing (or sketching). That is probably the best advice I can ever give, sketch three pages before you even begin to settle on a concept.
Sometimes it helps to write out some word vomit. And I don’t mean throw up your lunch on a piece of paper and hope some brilliant shape comes out of it, but play a word association game and slap down some adjectives, verbs and nouns that relate to the purpose of the company. Ask yourself what the company’s mission statement is. What are you trying to achieve with the identity?
Soon after I had a few good ideas fleshed out a bit more, I presented them to friends, family and most important – the team members. Being a collaborative unit – it’s vital that each and every member has an ownership and a deep involvement in almost every aspect of the company. And so asking their opinions on what the company’s brand should look like was pertinent to our mission. It finally came down to the decision of combining a puzzle piece representing the definition and essence of being “Perplexed” with a hint of a film strip, which is obviously telling of the film aspect.
Interestingly enough, the logo came together nicely, even following the rules of grid-based design. I went on to submit the logo to Logo Of The Day and to my surprise, the Perplexity logo was picked and featured on the website!
Have you gone through a redesign process for your company? How has it improved the overall image of your brand?
Post a comment below.
About George V.K.
Born in Almaty, Kazakhstan in 1990; moved to Denver, Colorado 11 years later and became interested in the art of filmmaking soon after. He is pursuing a career as a Director of Photography while having the privilege to lead the very talented Perplexity Pictures team alongside his partner, Sinjin Jones.