Whether you consider your brand building exercise a refresh, evolution or revolution, the logo is likely to command a healthy portion of the conversation. Crafting a new brand identity requires vision, restraint and execution—a combination only the most capable brand stewards achieve. Some of the process comes down to an indefinable magic—a meeting of designer and strategist; a striking of creative oil. But there are key qualities for which a team should strive for during the creative process, and by keeping them in mind, can ensure an impactful outcome.
Dissonance: Walking the Tightrope of Design Disruption
So if our game needs to be elevated, one way it to start taking notes from the creative folk who help us choose what shoes, toothpaste and cereal to buy. Here's a good start to getting your gears turning: using dissonance to create tension and attraction. It's sometimes risky, but the payoffs can be game-changers.