Portfolio: Corporate ID Branding Exercise [1]

To help you get an idea of how M&M’s creative team works when assigned a branding exercise, we’ve picked one of clients to show the process in more detail.

Ensuring your pensions and monetary assets will be able to support you into your retirement is the key aim of Insight Financial Planning. Our brief was to create a logo which gave the impression of forward planning and upward mobility.

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Stage One

Our designers spent time brainstorming and sketching ideas, then went to various photo libraries for imagery that fitted the brief. Visual elements such as stepping stones, seeing stones, crystal balls and seeing eyes were selected to represent “insight”. Thinking laterally, graphic items such as arrows and coalescing blobs were also brought into the mix.

These seemingly disparate elements were brought together with varying typography and colours. Once a variety of designs had been created, the designers went through a self-selection process, where the designs which obviously didn’t work were culled. The final selections were laid out and printed out to A3 paper, mounted on board and taken to present to the client.

Click here to move on to Stage Two…