when the development of a brand reaches its visual expression, we approach the dangerous zone where everyone has something to say.
illustration: luis echánove
there is a moment when it becomes clear that branding is not really an exact science, much less a pseudo-science. it is the point at which the visual expression of the brand is designed. starting from the same concept, the same positioning, values, etc., the designer can come up with different options. if there are several designers working on the same project, these interpretations start to multiply.
all of these possible versions of visual expression of the brand can respond to a greater or lesser extent to the needs that have been previously identified, and
What is certain is that all these possible visual identities will be submitted to the opinion not only of the client, to whom this role legitimately corresponds, but also of practically anyone, whether or not they are aware of the previous steps taken during the creative process.
everyone has an opinion, everyone gives their point of view and our job should be to know how to take each of these opinions in its proper measure. the creative process is enriched with contributions from third parties but the criterion that should prevail at that moment is that of the designer. the ability to discern between the opinions that contribute something to the brand and those that do not, is key for the final result to be optimal. all this is the good and the bad of working on something that is so opinionated. what do you think?