In marketing terms, a logo is one of the key tasks that business owners have to tackle to ensure they stand apart from their competition and express their brand values. Logos are essentially symbols made up of text and images that help us identify brands we like. But they can be much more. A good logo is the cornerstone of your brand. It helps customers understand what you do, who you are and what you value.
And as Jeff Bezos, the founder of Amazon.com said: “Your brand is what other people say about you when you’re not in the room.”
I have recently gone through the process of designing a logo for Digital Enablr with the fabulous graphic designer, Tayla Claire Wetherick, who I’ve had the pleasure of working with previously and whose work and approach to design I really love.
We had a chat about how collaboration projects work best, about what helps make them a success and a few more things:
Digital Enablr: What, for you are the most important things about a successful collaboration?
Tayla: Communication. I think having a client consistency involved is so important, talk to them about your ideas, get them excited. Build trust up with them by sharing your thoughts and designs.
Digital Enablr: What do you look forward to when you know you’re about to take on a new creative project?
Tayla: The creative thought process, exploring, researching and being inspired.
Digital Enablr: In what ways can clients help you to get the best results when you work with them?
Tayla: Trust, you’re paying for my expertise. I always strive to get the best possible outcome, creatively and for design outcomes that are fit for purpose and that answers the brief.
Digital Enablr: How do you help clients to ensure they get what they want?
Tayla: Research. The first phone call or face-to-face is so important in finding out what a client is really looking for, I ask questions that will explore what they like but also what their company needs.
Digital Enablr: What did you like the most about this project?
Tayla: Freedom, I’ve worked with you before so I think you trusted me. It meant I could express myself as a designer whilst also coming to a conclusion you loved. I had absolutely no idea as to how this logo would look, but I am so pleased with the results.
Digital Enablr: Oh, I definitely trusted you and was incredibly pleased with the results! How did you go about creating my logo?
Tayla: Research – Thinking time (you’d be surprised how much time this bit takes, but it is so important) – Sketches – Working sketches up on the computer – Development – Filtering the designs down to three concepts to show you!
Digital Enablr: It was a great process for me too, it made me really think about what was important to me and you really helped me through that process! I had no idea what I wanted, but when we sat down and looked at the three options you had created it really helped me to understand how we could then develop the logo into something that was close to what I wanted. I felt very secure about the process which you explained. I love how you have created the logo in both the positive and negative versions.
Digital Enablr: Which parts of the creative process do you think clients find the hardest?
Tayla: Believing in the research and thinking time within a project, I think clients can sometimes see this as wasted time. However, sometimes inspiration can come from the most random thought, place, thing. So, having a bit of thinking time is so important.
Digital Enablr: Yup! What is on the horizon for you at the moment?
Tayla: I’m currently freelancing at IAMT. They are a home to four unique brands focusing on helping women and girls. Opening conversations that sometimes are seen as taboo, basically empowering women. It’s great to work somewhere where the companies ethos is badass. I’m currently doing some cool projects relating to the June 10th’s Processions celebrating 100 years of the women’s vote.
And most excitingly, in May I will be off on my travels to North America for the whole month. Which I’m sure will inspire some great design work. Cultures, cities, architecture (amongst other things) inspire me so I try and do a big holiday once a year with a few in between!
When I get back I expect to still be exploring my design skills in print and digital design (I’m still enjoying both). But I would like to see what other freelance digital projects are around – hopefully, I can nab myself a beefy website project sometime!?
Digital Enablr: Indeed! And which kinds of business have you never collaborated with that you’ve always wanted to?
Tayla: Fashion businesses. I’ve never really got the chance or been exposed to that sort of client when I was in permanent roles. I think the great thing about freelancing is the breadth of the type of client I could work with. I actually have a crazy, bright, fun fashion project coming up so keep your eyes peeled!
Digital Enablr: We will Tayla! Can’t wait!
Tayla Claire Wetherick is a Creative; a UI designer and a UX architect. Always looking for new and challenging freelance design roles. Digital Enablr is a huge fan looking forward to more future collaborations with Tayla!
If you have a branding or logo project you’d like to discuss why not get in touch with Digital Enablr?