I then move on to sketches, usually in pencil or sometimes in black and white vector. I explore shapes and potential typographic layouts. I then narrow down my focus to 2-3 options and discuss these avenues with a client. Once we’ve found an avenue of expression and identity that meets their needs, I refine that direction and begin to create moodboards and select color palettes.
For clients that aren’t receiving a branding guide or a full branding suite, the logo and fonts are their final product. Otherwise, I also design a set of branding guidelines and include it with their finished files.