HOW TO: Design a Brand Identity System

[@karstengoke8135]

Really interesting to see the influence of the futurs' content when your make your own thing out of it. Love that. Keeps it up guys!

[@ButlerBranding]

Karsten Göke The Futur has been a huge inspiration and help to us

[@sapphire7649]

the process seems so simple from the outside looking in. i did my first brand identity projects last year and struggled to wrap them up/package them well. Stylescapes & a Brand ID poster. KISS* (keep it simple…)

[@bajiraosingham9495]

As someone who's from India and Not Christian, (Pretty much their target audience), I'm glad they decided to remove the big cross lurking over India's Map. It would give off message that they want to take over the Map which would drive their target audience into defence mode at best and make them angry in worst case scenario. I'm sure it is what missionaries are about but they probably don't want to do it so overtly.

[@ButlerBranding]

Great insight!

[@jacksugden8190]

Many thanks, I have been using Wix for corporate branding, and recently invested in Adobe Illustrator, and found this video most informative. Many thanks from London UK 🇬🇧.

[@ButlerBranding]

Thanks for tuning in from the UK! Switching to Illustrator was a good choice.

[@KwameGyanko]

Thanks for this.I really learnt a lot. I'm a self-taught designer and i now know about style scapes and style guides

[@ButlerBranding]

You're welcome :)

[@aarongalindo7891]

I loved the explanation!!! Awesome video guys!!

[@ButlerBranding]

Aaron Galindo thanks!

[@antidote1016]

I am to go for a practical interview on branding, and this has really helped me a lot. Thank you so much. I Just subscribed.

[@ButlerBranding]

Woop! Thanks for the sub :) Glad you found it helpful - we hope to keep your interest

[@stefanieperez6669]

This video was great to watch, thanks for for the detailed and overview appraoch!

[@ButlerBranding]

Thank you! It's our pleasure :)

[@linncube8041]

You guys are amazing thank you

[@ButlerBranding]

❤️

[@aaronguzman77]

So cool! Loved this! I think using these concepts will help elevate any designer's output.

[@blakeeverett6267]

I have a small startup and was asked to make a style guide for our technical partner. I am not a designer I just make the promotional material we need and I had no idea what that meant and now I still don’t but will be making a style poster instead

[@ButlerBranding]

If design isnt your wheelhouse you can have a designer create a style poster (or style guide) for you

[@blakeeverett6267]

Butler Branding Agency Their team has a designer, just setting up a mood board and some assets I created to give them some direction. My main problem is that the branding, and the company, are very early stages so compiling something cohesive has been challenging. Your video definitely helped put me on the right track. I’m hoping their spicy looks as good as the stuff on your channel or I’m going to have to reallocate some funds.

[@ZanetDesign]

I love the video - great resource for referencing Logo Redesign, logos and Style Guides Its always intriguing to see what others do

[@ButlerBranding]

Thanks for tuning in! :)

[@Josee7778N]

Hi friend, excellent video, thanks to you I learned to make a brand design, thank you very much I am excited that you upload a variety of content.

[@TheJroddude]

Just watched that 3 hour After/hours interview and saw you on there. Then later now I’m seeing your name in my suggestions. Glad I found your channel

[@ButlerBranding]

Glad you found us, too! 😎

[@Sarsour_]

Awesome summary of the process, thanks!

[@ButlerBranding]

No prob! 😊

[@xvanegas89]

So in your process is the stylescape stage when the client sees the actual ideas you came up with? Or are they seeing progress updates throughout?

[@ButlerBranding]

Stylescapes are usually a step before presenting actual design comps. They are designed to show the client the overall vision for how you see the brand can be explored. However, we now typically show stylescapes along with logo comps, to show examples of the logo in context.

[@xvanegas89]

@@ButlerBranding thanks for responding! In my logo design projects, I usually show refined sketches and get a design direction approved before getting on the computer. Would you say it's better to present the digital versions on the stylescapes?

[@ButlerBranding]

@@xvanegas89 yes, we never show sketches because it causes the client to have to use too much of their imagination. We try to make it as easy as possible for them to see the direction we are going with their brand.

[@xvanegas89]

@@ButlerBranding thanks that makes complete sense. It's like those times when you just need to test out that logo in different applications to see how well it'll work. I'm going to try this approach next time.

[@furqansyah997]

the futur cap, love it

[@mexezmusic]

gave it a thumbs up 👍 after just a few seconds of video, just for that 😁

[@alenabutorina8369]

I’m looking at this program because I see how important this topic is for successful business. futurelondonacademy.co.uk/en/course/branding-week-live

[@VerdantJedi]

The moment they mentioned Stylescapes, I was thinking isn't that from the futur? Then I saw your comment and looked again, ayyye that makes sense now lol.

[@yutikashindolkar9547]

can you guys make a video on proposals, creation of strategy document, how you structure retainers etc. more also the business side of running an agency. thanks in advance

[@SIKHGAL1]

Step by step process in branding concept. Nice 1

[@danrobins8981]

Nice work. Appreciate the insight

[@ButlerBranding]

Thanks for tuning in!

[@henlyforbesly2176]

This is very valuable and resourceful content! Very helpful!!

[@ButlerBranding]

Henly Forbesly thank you! Glad it was helpful

[@stefanringler5490]

Thank you for the very detailed insight - how much would you charge for such a rebrand? Thank you!

[@ButlerBranding]

$5k-$10k.

[@INVISBLCustoms]

BEAUTIFUL! Great work!!

[@ButlerBranding]

Thank you

[@udaykiran-ws8mo]

Can AI support brand identity for startup and positioning

[@demolaaina]

This is so cool. I wish I could get this as a pdf guide. Great gob.

[@gorytv9847]

Question: Often my clients will ask for work in progress pictures but I noticed you guys put a lot of time into putting together a styles cape and presentation before showing it to the client. I guess I usually show them work in progress pics because I don't want to have to restart if the client doesn't like the concept. What should I do?

[@ButlerBranding]

Never show work in progress. "As part of our creative process, we ideate and iterate a lot before landing on a design that feels right. We want to make sure what we show you is an accurate representation of what we feel would work for your brand. For this reason, we do not show work in progress as it disrupts the creative process. Our turnaround time is xxx to show first concepts." Say something like that.

[@gorytv9847]

Thanks!

[@victorkimura1]

Great design! May the LORD bless you all and enlargen your tent!

[@ButlerBranding]

🙏

[@TheUsworldwide]

Enlargen. Lol. Lol. Lmfao. Okay. Thanks.

[@crazyrhedge1546]

Very detailed and helpful, I love it❤❤

[@ButlerBranding]

Thank you!

[@andriybasyuk]

Super cool guys! I like it at all

[@ButlerBranding]

Thank you!

[@dude5037]

i have a qustion please :when you start designing for a visual identity for a brand maybe they want a set of design's like : for packaging - business card - papers - paper glass - Cooking apron - even pen's ! and so on ... so , should they give you a template for each on of those thing's (mostly - packaging or paper glass or Cooking apron and the thing's like that) that you will open it in photoshop or illustrator or so on ...and you start desighing in the specific area of that( for example packaging or paper glas )which template that they gave you showing you those area's ? or no you just make a i dont know like a double a4 canvas size or something like that and you just doing you'r design in a flat canvas?

[@ButlerBranding]

We just design mock ups for contextual reference. We are not doing final designs of any printing materials. We can do that, for an additional cost

[@dude5037]

@@ButlerBranding so it's not a part of visual identity designing you say? and if you want to do that should the company or brand or printing or packaging company give you the template then you design on it ?

[@cook2030]

So very helpful thank you!!!

[@ButlerBranding]

cook2030 my pleasure!

[@samuel_mucha]

Very insightful content. Thank you guyz :)

[@ButlerBranding]

Our pleasure! Thanks for tuning in ❤

[@Ritermann]

I also expected more. Sure it is fun to show your end result. But the main and most Porta then part is to know what and how you made a brief and concept into a design. We need to see the process. I would imagine that you can’t really show us more because there is no moreZ because you just did what you thought was right and working without the brief.

[@Incogneets]

Soooo good. So so good.

[@ButlerBranding]

Thank you 😎

[@PTM1008]

Pretty good insight... Substantial take away... Much appreciated!

[@ButlerBranding]

Thank you! Glad you liked the content :)

[@adbelouahabbenhocine915]

Really nice process and design. Thank you for sharing this.

[@rceleo]

Hey guys I thought the stylescape was shown to the client before the actual logo was created ? I thought they were to help the client imagine what the visual language of the brand will look like , textures, fonts , colors, packaging etc ...

[@ButlerBranding]

That’s how we were taught as well. We changed it for our process. Try both ways, and go with what works and feels more natural for you and your process

[@rceleo]

@@ButlerBranding i get that ...i guess I will find out with practice. Showing a potential look sounds safe to me , is like testing the waters before engaging in strongly developed concepts. Showing the actual logo in a stylescape feels a little risky.... doesn’t mean it’s a bad thing . Anyway I admire your content thank for sharing

[@ButlerBranding]

@@rceleo thank you! For us, we don’t get pushback on our logo reveals if we’ve done a good job strategizing. We will be doing a video soon on how to present logo designs. Thanks for tuning in!

[@orincywhytedesigns]

Lmfaaooo 7:25 is really how my illustrator files look at the beginning omgg it’s not just me

[@ButlerBranding]

You’re not alone!

[@vonbixbyromo8877]

That's amazing work.

[@ButlerBranding]

Thank you!

[@kylow935]

Yes!!

[@jasonjayakar]

like the font colour and background colour combination

[@ButlerBranding]

Jason Jayaker thank you!🙏

[@wattzefeuke]

@4:53 - The WHOLE problem with brand design. “I briefly looked at it.” meaning when in front of camera + boss “I didn’t bother to even look at it.” Too many designers are stylists who don’t care about strategy.

[@ButlerBranding]

To be fair, he briefly looked at the strategy because HIS section was brief. Our strategy is 65 pages for all aspects of the brand: messaging, design, marketing, ux, etc.

[@loopcom12]

love you guys!!

[@ButlerBranding]

We love you too! 😊

[@hangoutwithsid]

Really useful , thanks buddys...

[@ButlerBranding]

Thank you!

[@ThisDesignLife]

Great presentation mate

[@ButlerBranding]

Thank you, Chris!

[@suryakrishna4662]

that helped alot ! thank you !!

[@ButlerBranding]

No prob!

[@kvan3706]

I can't stop noticing the Punisher poster 😆

[@ButlerBranding]

We ❤ marvel!

[@andrewearls7896]

I don't think the cross was too cliche. Us Christians love our crosses.

[@ButlerBranding]

True! It wasnt bad, just didnt fit for the versatility we needed for the mark. We needed to have a solid mark we could cut out other symbols in order to develop "sub brands".

[@Meditationmonk85]

Good information but why your use cross for Indian Map what is your plan to do india, India belogs to Hindu not Christian, what is ithat mean,

[@ButlerBranding]

It's a Christian organization so the goal would be to spread Chrost throughout India. But we didnt go with the Cross after all

[@Meditationmonk85]

@@ButlerBranding ok but plz don't play with indian map use how indan map was not edited

[@ButlerBranding]

@@Meditationmonk85 we are not trying to change the indian map, but making an abstract mark derived from the shape of India. Logo designs cannot be too detailed, so we cant use the exact geographic region, but a likeness. We understand not everyone will like it though

[@islamictalksetc]

Nice video

[@ashmitadutta8142]

Indians are very sensitive about their country's map and religion. Though i get the idea behind why the cross was put initially but it's very wrong as it actually perceives a the cross taking over india. If that logo was launched, not only the organisation would have been sued and destroyed but you would have been sued big time too. A country map and it's culture is very sensative to any country. While designing anything that includes any piece of country's culture, maps, religion and other senstive things should be avoided at all cost.

[@anik8559]

By the way you cut off a whole division of Bangladesh in the India icon...great informative video tho

[@ButlerBranding]

Thank you for the insight!

[@ashishsaini254]

India Map used in logo is wrong

[@ButlerBranding]

It is an abstract likeness, not supposed to be geographically to scale

[@PuneetChhikara]

The map of India was incorrect in sketches.

[@estebandonoso7853]

I'm sorry but did he just say the old logo looked generic and then went ahead and added a cross because it's a christian organization? How does that make it less generic?

[@ButlerBranding]

That's why we opted to nix the cross.

[@estebandonoso7853]

@@ButlerBranding yes I get that, but he still "wasted" a lot of time developing that mark, time that he could have spent exploring other options, not trying to be a dick, just a strange choice for a designer

[@jeet267]

The map of India is wrong

[@keyron4]

THE SHITTY AD -- I LOVE IT

[@shawnastephens7021]

Good content. Although I got the impression that the designer isn't much of a talker..lol. Him communicating his process just seemed a bit flat and not enthused about his work. Maybe he's just uncomfortable on camera..lol. Not saying he has to go into full chippery mode..lol..but just an impression I got..lol. But hey...that's just me...lol! Thanks for sharing.

[@ButlerBranding]

Chris is naturally introverted, so with a little hesitation and much insecurity he agreed to do the video. He did a great job for his camera debut. A few more reps in, he'll be a pro in no time.

[@Dzine007]

Indians r very sensitive with there map.. specially with the Kashmir conflict..and Chinese removing India's map with Kashmir and arunachal Pradesh...and Pakistan and china both promoting and manufacturing use of there map of India.. This may not go well with Indian people and may create problem for that organisation.. You may see this on KZbin where Indian r complaining about there map being wrong... Great video but a sensitive topic for Indian

[@ButlerBranding]

Didnt realize the conflict. We wanted to Male an abstract representation of the map - so it's definitely not to scale. Thanks for the insight

[@babycynthiadidal3782]

Very helpful!hope my youtube videos can be as helpful as yours

[@ArtistRishiTaral]

Incorrect Indian map used

[@irfan7023]

entry acchi hai bus bethne ka style thoda cazual hai.

[@muhammadawais2294]

nice video why you are making him uncomfortable ? :P

[@ButlerBranding]

I'm 99% sure it was the camera making him uncomfortable, not me 🤣

[@muhammadawais2294]

@@ButlerBranding haha who knows 😆

[@TripathiSpandan]

Please don’t put Indian map next to your cross. How would you feel if we take your country map and put it next to our religion? Respect our country please . I understand it’s a 5 year old video and you guys were trying something out but India isn’t your logo mark to play with. Kindly keep this in mind. Wishing you a good day.

[@guilaindemoutiers5662]

I hope the graphic designer doesn't work like that everyday!

[@Username-it8co]

What do you mean?

[@David-wi1ou]

@@Username-it8co he probably means his desk looks kinda uncomfortable?

[@mohdmohtashim9841]

1st Comment

[@ButlerBranding]

First reply to the first comment! #FridayWins

[@arjunmehra6900]

mid india logo is not good very basic logo any biggernor draw this type of logo

[@micksylvestre2887]

Hey! Production people make the shit work at the end...Bastarditio! Awww... I can do BOTH so yeah, there we are. Bleh!

[@ButlerBranding]

Aww. Sorry for the offense. No knock on production artists - it's just not typically an identity designer's dream. If you love production work, awesome! We need you. Keep doing you.

[@mzzzzz2179]

Sorry but the designs are all ugly, the ad he responded to was hardly creative.

[@ZulfikarAbdulaziz]

Audio sucks 👎

[@ButlerBranding]

Well, they can’t all be winners. 🤷‍♂️ hopefully the content was still helpful

[@WyzrdCat]

So you build a in-depth strategy document, and presumably charge a lot for it, and then the designer “briefly looks” at it and then just does his own thing? Seems like he was ignoring the document and almost annoyed by its existence.

[@ButlerBranding]

The strategy document covers all aspects of the brand, including the visual aspect. For this client, that includes messaging, marketing, UX design, and visual. In other words, it's not 60 pages of direction for designing the logo.

[@WyzrdCat]

​@@ButlerBranding Understandable. I got excited about seeing the thought process of translating from strategy to design and was hoping for more reflection than just the - "To be honest I just briefly looked at it and then started sketching"... Quite anti-climactic lol

[@adrianm.e.1342]

Horrible branding, bad taste

[@ButlerBranding]

Sorry u felt that way.

[@amandalehman9813]

@@ButlerBranding Definitely don't think this is horrible branding, or bad taste. The colors are work quite well, the use of negative space works (even outside of the logo). The only issue I take is that this isn't abstract. Abstract is completely unrecognizable, where-as this is clearly a map of India (even if it is wrong). The worst part of the video is that you volume difference between you and the designer. This is definitely not my design process, but if this works for your, then fantastic.

[@Josee7778N]

Hi friend, excellent video, thanks to you I learned to make a brand design, thank you very much I am excited that you upload a variety of content.

[@rubynanda513]

the India map used is wrong.