Being a brand identity designer could be the best job in the world. However, it’s not a game. Your design would be the image that a whole business will show to the world, and it’s such a big responsibility. What happens is that professional brand identity designers still don’t care about that, they just care about three things: glory, money and speed. Well, the last one has two possible meanings. Both are true, so we could affirm there are four things insted of three.
You should always be aware of your market is not a museum and you are not Salvador Dali
One of the most common fails while developing a new brand identity design is known as the “cursed painter syndrome”. It means that the logo designer firmly believes that his artistic talent is bigger than everything. You should always be aware of your market is not a museum, and you are a logo designer, not Salvador Dali. Logos are created to sell, paintings are created to please. Obviously, creativity is essential in branding design. Nevertheless, basing a brand identity design only in your creativity is a suicide as designer.
Without a solid planned strategy you’ll probably get a beautiful painting, but definitely, you wont’t get a logo
Another big mistake that designers often make is not to pay heed to what his market is demanding. For example, if you’re going to create a new brand identity design of a luxury clothing brand you’d need to find this location in the mind of the costumers and give them an icon that fits perfectly in with it.
And the last one is… Of course, the abstract factor. Always the luck, always the destiny… Nevertheless, you should keep in mind that without a solid planned strategy you’ll probably get a beautiful painting, but definitely, you wont’t get a logo.