A good solution cannot be devised without fully understanding the problem.
IVAN CHERMAYEFF, TOM GESIMAR AND SAGI HAVIV • FAMED GRAPHIC DESIGNERS
Design Methodology.

An excellent design methodology begins with a deep understanding and purposeful strategy. Through thorough research, analysis, concept development, refinement, and final implementation, designers typically must collaborate with various team members, providers, and clients. This approach ensures that every design not only meets the client’s objectives but also resonates meaningfully with the audience.

Research and Analysis.

In this initial phase, designers categorize and dissect gathered information to define the target audience, market trends, competitor products or services, and project constraints. The goal is to build a solid knowledge foundation for the design process. This includes conducting a SWOT analysis, competitive visual audit, verbal audit, and defining the core purpose. The key is to gather comprehensive information. During this phase, designers also develop a creative brief. This document outlines specific targets for the creative teams.

Concept Development.

Here, designers brainstorm and generate ideas based on research insights and a creative brief. Creatives explore and assess various conceptual strategies to find the best solution. They also create initial sketches, prototypes, or iterations, considering reproduction methods, timeline, and the client’s budget.

Design Refinement.

In this phase, we refine and iterate on the strongest concepts to present to the client. Designers also produce tighter comps or prototypes and schedule meetings with paper representatives, printers, or developers. This step ensures a smooth transition to production and that all client expectations are met.

Production and Implementation.

The final stage involves bringing the design to life. This includes preparing reproduction files, coordinating with manufacturers or developers, and overseeing production. The designer supervises and implements this part of the project, ensuring a seamless execution.

Impactful Results.

The before-and-after section showcases several comparisons to demonstrate the profound impact that conceptual and strategic design have had on different brands I have worked with. It is a misconception that only big brands or substantial budgets can achieve impactful changes, or that businesses must invest a significant amount of resources in design.

50/50 Methodology for designing identities.

A logo is a graphic representation of an idea, entity, or object. It is also referred to as an identity, mark, or brandmark. A successful logo should always represent critical thinking; in other words, the mark should be conceptually strong. Thus, every graphic element on the mark must have an intentional purpose. To accomplish this, a perfect balance between an image, a letterform, a sign, or a symbol should exist—known as the 50/50 rule.

The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design because that is what it lives with. The new becomes threatening, the old reassuring.

Paul Rand • graphic designer