The following are the icons designed by us for one of our ongoing projects. This type of design which resembles reality is called “Skeumorphic design” or “hyper realistic” design. We have something more awesome than these to show! Stay tuned.
The following article describes the process behind the creation of Desto logo.
The first question we asked ourselves – What does Desto do? Desto connects designers and business while adding value in this process. Based on this simple answer, we need to move on to generate concepts or ideas for the logo.
Based on the inputs from 1st stage,
The next stage was to develop pencil sketches. We jotted down the following ideas.
With all the above things in mind, we made a few pencil sketches. It was looking pretty good and we were happy and went on to the next step, digitalizing it. Being a design firm ourselves, this step did not take much time at all.
Everything seemed to be symmetrical while designing the logo on screen. So, we thought of including an element of asymmetry because nothing in this world is perfect. What did we do? If you observe the design element (the circular part) in the logo, the width is 9 pixels more than the height! Nobody will know until someone tells about it. An element of surprise too!
This was the final output in white and black backgrounds.
The main point about the items in this category is that they are OOH (Out of Home) media.
They are different from the above 2 categories in a way that the items in the first two categories are given to a person. The person will take them in his hand and read them. Whereas in this case, be it banners or billboards or hoardings or posters, they are fixed in one position; People will come and read it or have a glance while travelling on road.
So, the focus is to divert the eye onto the hoarding! Another important aspect is that these hoardings, billboards etc. should not be information heavy. People don’t have time or patience to stop and read information heavy banners. Even if they do, they don’t remember. Hoardings are usually put at places where we just have a glance at, as we are travelling by the road. In this case, information-heavy banners are not needed. In fact, they should not be used! A good, clean design immediately attracts attention. Simplicity is the key here!
Look at the following hoarding of Dr. SRK Next Generation school, Nellore district.
It is simple and conveys the information that there is a school coming up and it is different from others. This small bit of information is enough to create a buzz among the town. Word of mouth publicity occurs best when such ads are placed. This way, people who are interested will naturally come to visit the school or call the concerned people. After a month or two, once this concept of a new school is well-known in the town, then a new information-heavy banner can be designed and put up.
Ask the client what is the most important feature that needs to be conveyed in such works and try to design accordingly. You should also find out the goal of this hoarding. Is it to make people contact the client? If yes, the contact number should be highlighted. Is it to convey a sales promotion offer like 20% off? Then highlight it in the design.
All the items in this category can be attributed to the brand image of a company. One has to understand the client`s business thoroughly to come with a design theme in his publicity material. Ask the following questions to the client –
What is your business?
What are your products/services?
What is your USP?
Who are your competitors?
Describe the mood of your organization?
With all these inputs, develop a theme in terms of design and all materials such as business cards, calenders, mugs, t shirts etc. should be in coherent with the theme. Make your client`s image different from that of his competitors. For example, if the competitor uses a blue colored theme everywhere, make your client`s theme red. This will basically differentiate him from others and make people aware of a new brand in the making.
Print design includes design of brochures, flyers, letterheads, business cards, merchandise, banners, hoardings, billboards, paper ads etc. At Desto, we divide these items into different categories and follow some guidelines in the design process for each category.
Category 1: Brochures | Booklets | Catalogs | Prospectus | Magazines
Category 2: Flyers | Pamphlets | Leaflets | Paper Ads | Yellow Pages
Category 3: Hoardings | Billboards | Posters
Category 4: Packaging | Business cards | Letterheads | Merchandise
The items in this category are primarily information conveyers. For example, a School prospectus will convey what is special about their school, what facilities are available, what are the timings etc. If you look at the Asian paints catalog, it has numerous colors and a photograph of a room with those colors painted on its walls. A hospital may need to display its facilities in its brochure. An event will need a brochure to attract sponsors. The placement team of a college will need a brochure to attract companies. So as you can see there are numerous examples in almost every industry.
As a designer, to get the best output, you need to know some important information such as the following –
Some more questions regarding the design of the brochure can be asked. Look at the following questions for reference.
The items in this category are short forms of the items in category 1. For example, a school prospectus will convey information regarding the school in detail. But it cannot be given to everybody because printing a brochure itself will cost a lot and giving it for free is not an affordable option for many schools. So, they instead opt for a flyer which does the same job as that of a prospectus by providing the same information but with fewer details.
Therefore, similar questions as presented in #1 need to be asked here as well.
Most important element when it comes to the design of such hand-outs is creativity. Booklets are something which a person voluntarily reads while one has to do something to make a person read a pamphlet. Getting his attention is the key!
So, a good pamphlet is the one which is different from others and immediately attracts the eye. For example, imagine a road where pamphlets of various companies are being distributed to the pedestrians. Suppose there are five companies that offer training in multimedia and their USPs are almost the same. One of these five companies is your client and you need to design a flyer that will get him more people than his competitors. What usually happens on the road is people take whatever pamphlets they are given and throw them away or worse, use them to wipe off sweat! So, a good designer`s job is to do something different and make a person think for a moment to know what the pamphlet is all about. To do this, you can either think of a new shape may be like a circular pamphlet? Or you can give it a custom shape or you can make a trifolded pamphlet etc. You can think of making inserts! The whole idea is to make the customer use his hands or mind to understand or read your hand out. It is left to the designer`s creativity. Think out of the box!
If you are designing an ad for your client in yellow pages, most important criteria is to project the client`s USPs because his ad will be placed among those of his competitors. Let us say your client is a shampoo company and his shampoo is extremely good for preventing dandruff. If the ad just talks about a good shampoo, it will not serve the purpose because all other shampoo ads in the page also tell the same. So, the client`s USP which is ‘being anti-dandruff’, has to be given more importance.
(to be continued)