So, you’re in the middle of starting or rebranding a company and you need visuals. You’re asking yourself, “Where do I start? Who do I have create my logo? I have an uncle who’s a graphic designer, there’s that woman I met at that thing, I’ve played around with Photoshop before, maybe I could do it, wait… I think there’s this website called 99 designs… “
If you or anyone you know resonates with the above, keep reading!
I’ve been working in the world of branding and digital media for almost 8 years now, and recently had the awesome opportunity to design the new visual brand for “FLDWRK”.
In working with brands and businesses over the past 8 years, I’ve worked on projects that are smooth and move quickly, and others that have been… let’s just say an extremely bumpy ride. If you are in need of some great visuals and want your project to move forward smoothly, there is ONE thing you need to do.
The main differences I see in the projects that turn out awesome and the ones that are more difficult can be narrowed down to this: knowing your why. The one thing that makes designing a brand extra difficult is when the business has no idea what their core values are, the mission of their brand, or what they stand for. The opposite is what makes designing a brand go easy peasy, much like designing the FLDWRK brand.
The FLDWRK logo represents the core values and desires of the business. Brandon and Jeff (The Co-Founders of FLDWRK) knew exactly why they started FLDWRK and what the name represented. This is what they themselves say about the new name:
“We’ve chosen to spell FLDWRK without vowels because it speaks to the process of divergence and convergence. It makes people take a second look and see something in a new way. The spelling and branding is meant to be a visual representation that communicates our desire to deconstruct the traditional ways work is done and to form a new way – a new culture of work that is other oriented. It is also obviously missing something (the vowels) which reminds us that the work is never complete and compels to continuously work on it.”
As you can see, the men and women at FLDWRK know their WHY very well. This makes my work as a designer easy peasy. All I have to do is reflect their why with a visual brand.
To mirror the deconstruction, I’ve taken out lines within the letterforms and brought them down to their foundational state. The logo is left with room for growth, reconstruction, and acts as a foundation for others to build upon. Just as the logo has incomplete letters, the brand of FLDWRK knows their work is never done and will be a continuous effort.
I showed the FLDWRK crew one logo- because I knew it was a fit. The visuals fit in like a puzzle piece to their why. Everyone agreed. Decisions were made and the real work was ready to be done.
If you are someone looking to rebrand or create a visual brand for your business, make sure you know your why. Know your mission, know the thought behind the name you’ve chosen and have your core values set. This will be what you filter all of your decisions through, including your visuals.
Then, when you decide to hire your uncle or go to 99 Designs (life tip: don’t go to 99 designs) you will know when the right visuals approach you, because they will fit in with your mission seamlessly.
Know your why, then create the visuals.
PS: In addition to my work in branding, I run a conference for women who desire to use their gifts, skills and talents to serve the greater good called The Yellow Conference. Because I love FLDWRK so much, I’m giving all FLDWRK readers a 10% discount to the conference! Use the code: FLDWRKINSIDER at checkout! Go to yellowco.co/conference to get your ticket!
PSS: Prices go up June 1st, so to get the best price out there, grab your ticket before then!!