i rarely consider a branding project just a logo — it’s a system of communication to me.
an exclusive interview w/ Ben Hulse, lead designer on the new @CDNOlympicTeam @olympics logos.
as you can imagine, each project has unique creative needs and timelines. the majority of the canadian olympic team brand was developed in about six weeks (including research, design, and development) … then we flushed it out and began building the brand guide over the next six weeks. a lot of time and energy went into that document. all told, it was over four months to develop the brand scaffold.
on the flip side, some of the ‘logos’ i’ve done have taken a couple days. but i rarely consider a branding project just a logo – it’s a system of communication to me. a logo is an important part of this.
i generally start the design process by looking very carefully at the history and/or intention of the brand, and go from there. it is incredible how many designers/agencies don’t look at the past. the past can tell us where a company came from — it’s iconographic and thematic roots. to me, there’s always value in understanding where a brand is coming from — even if the intention is to shake an ‘old’ image.