When Clients Change Their Mind – Building A Brand Ep. 7

How do you deal with client feedback? What happens when a client gives you notes on your logo? What happens when a client changes direction last minute? How do you design a logo for a company? What is the logo design process?

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A logo helps identify a brand in the simplest way possible. It can convey emotion, reputation, and a plethora of other feelings about a brand. When done right. In this episode, Creative Directors Matthew Encina and Ben Burns face a huge dilemma – With only one round of revisions left, Josh Hamilton, owner of Hamilton Family Brewery, has expressed that he’s not in favor of the current direction of the logo. Ben and Matthew only have one more chance to get it right, and design something that makes the client happy, as well as identifies the brewery.

🎬 Episode breakdown:
00:45 – Previously On
01:32 – Matthew and Ben comment on Josh’s feedback
02:27 – Ben and Matthew meet with Josh to try to gain insight
03:43 – Matthew weighs the value of hidden meaning in logo’s
04:43 – Ben talks about time and budget constraints
05:22 – Crysten and Josh explain their concerns
06:42 – Pressure produces Diamonds
07:22 – Ben talks about not wanting to use an illustration
08:07 – Matthew tries to figure out how to perfect Josh’s directions
10:16 – “I think my concerns would still eat at me”
11:02 – Ben and Matthew discuss how to move forward
11:59 – Matthew and Ben struggle to find their way
12:19 – Min’s explorations
14:30 – Ben brings an idea to the table
15:53 – Working with Min to refine the new logo design
17:38 – Ben and Matthew discuss presenting the new logo to Josh
17:56 – Final logo presentation
23:18 – After thoughts on the presentation
24:42 – On our next episode

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A note on Stylescapes:
The “Stylescape” (mood board) is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.
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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne http://www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne