A lot of people are enjoying a well-deserved summer vacation. The vacation you are enjoying probably started with the simple question: Where to go? Do you want an adventure experience or a more relaxing getaway? After a little location research, most of us dust off the calculator to match our budget to a location. Then we start to plan our vacation experience, making tour arrangements or restaurant reservations. The bigger the vacation, the more planning it requires. While we all want to get to the fun part (really, who doesn’t love an umbrella drink poolside?), it’s all the work you’ve done before departure that makes the vacation so much fun. Much like a summer vacation, the creative process is a whole lot of fun. But behind every logo, video, website or marketing campaign is a thoughtful creative process. This process digs into the weeds of your marketing needs, and it is what turns a great design into a powerful marketing tool. For example, a logo advances your company by supporting desired perceptions. Brand identity expresses itself in every touch point of the brand, and becomes intrinsic to your company’s culture and a constant symbol. Wow! That brings into perspective why branding requires a disciplined process. Admittedly, it does take some patience to complete a logo design questionnaire (yes, every question) and spend time in conversation about the nuances of your product/company. Clarifying brand strategy through a full discovery makes it possible to design a logo that frequently appears in a space of about 1 ½” x ½” to represent your brand. Sometimes the excitement of the creative process can overwhelm one’s patience for the process. It really is important for you to compile all your logo design feedback into one document. This step brings your focus away from the individual elements and back to the big picture. Your feedback written down into one document also gives your team a chance to make sure everyone is on the same page. Our designers will use your specific direction to move your logo through several rounds of revisions until the final concept is achieved. With this perspective, you can see this outcome, your company logo, is worthy of a thoughtful and intentional creative journey. We love bringing our clients into the artistic world to explore colors, style, fonts, etc. But just like the roadmap to your summer vacation destination, it is our creative process that gets us to our destination -- the right idea and design to meet your marketing needs. Thanks to all our clients for the awesome road trips we have experienced together to market your brand.