Reflection: Visualization

The Logo design process. The first tool used here was the tool of Visualization, or Visual Thinking. I

implemented visualization to be able to analyze the shared trends in modern Company Branding and  Logo designs attempting to identify and define possible solutions to the our current problem, which

was a rebranding project for an Agro Farm. I use this approach a lot with our customers, who are

startups, fin-tech companies working to apply technology innovations to modernize their mission or

the delivery of their services to their customer, franchises or Firms. I have used the technique of

visual pairing which enables us to see patterns and decipher the emotions each design evokes. This  further prompts for discussion to allow a diverse group of designers to learn from each other in the  process of defining the scope, boundaries, and key elements. It also fosters relationships between  elements to consider when identifying pain points and opportunities for improvements or solutions

that can be adapted to the design.

Application and Tools selected

I start the process by curating multiple logos and branding projects I can find on Behance.net and  create boards on Pinterest.com. This enables me to have a minimalist mood board to work with  based on the current project at hand. Materials from Balance range from Graphics, Photography  elements to fonts and mockups and Tools used by the designer in achieving the precise layout and  Logo presentation. If appropriate, after checking the situation, I will head over to the bookstore to

obtain some art supplies, which is used for sketches and conceptualization

For the activity, I divide the designers on my tram into groups of 3-4 participants each representing a  different area of interest and logo design style. Each group receives a poster-size copy of the mood  boards created which they can write on directly, or use sticky notes to make comments and highlight

important aspects and features of the reference logo in which they can incorporate into the new

design. The mood board enables them to answer some questions like:

1) What key elements are missing from the Logos and Mockups 2) what would you change about

the graphic to make it more accurately reflect your problem space and the company message?  3) Would the Logo design be relevant in the next 10 -30 years? I give them approximately 20

minutes to discuss the questions and come up with various concepts.

After all, we make presentations and vote in the best four Logo designs, which end up sent to our  clients. This is usually a fun aspect of the design process.

Insight and approach

The mood board gives the diverse group of designers a focal point for discussion that allows them to  share their perspectives and develop insights through mind mapping and brainstorming ideas into  potential viable options to create the best possible design. While they could create the graphic from  a blank slate in a collaborative manner, Outsourcing and looking up current trends in Logo designs  often helps with giving a solid sense of direction and awareness. It also helps them to identify what  they do not know, in what areas they need to obtain information or take updated courses to provide  an optimized service design. I have come to realize that the most valuable aspect is the collaboration

process and communicating the ideas on the mood board in order to enable agreement and

discussions.

