Hello there. Here is a little insight into the underscore approach to design.
In our view design is a singular technique of applying a variety of areas of knowledge; such as psychology, sociology, philosophy, aesthetics, art, production, print, and illustration.
It’s the ability to plan the look of form and function. It’s drawing something before it’s made.
Design it’s not the simple ability of making something pretty.
“Everything hangs on something else.” Bruno Munari.
Research is one of the key stages of design. It informs the brand on what it could be and what is stepping away from, but is never a copy exercise; it is an inspiration and rule creation stage. It ensures that the client and the designer have the same references right from the outset.
Design is always objective, so subjectivity in taste is rarely informative enough to make a decision upon. I believe designers should have to justify every single option they make, and all reviews should be as objective as the design process itself. Design should also never be rushed, as it needs time to be informed.
Typeface is the style of font that better portrays your personality; they can be serif (ex: Times New Roman), sans serif (ex: Arial) or script. The typeface has a big impact on the design feel, they can create past evocative experiences, a contemporary feel or even a sense of fun (although comic sans is never a good idea!).
Choose carefully though, as your typography is as important as your logo; it’s a written watermark of yourself.
So what then is your logo? To many its a symbol adopted by an organisation to identify its products or service, but to the designer it’s an identity, a stamp on the company’s public face… a symbol of personality.
Your colour scheme and photo style defines the image characteristics that portray your company best. Are the images casual? Are they genuine? Whats your tonality? Are they in situ? Are they on brand? Out and about? Black and white?
The answers will be found in a style guide which will become the bible of the brand; it’s the way the brand is built, where it should be applied, and how it should be managed. This document allows the brand to continue independently of its creators and always be consistent.
This is just a snippet into one agency’s approach, but hopefully it gives a glimpse that the designer’s work is an informed process to help achieve the best results, whilst always considering form and functionality.