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Steve Oakes on Brand Identity Design…

What is your attraction to designing Identities?

Logo sketches

“It is the fact that Identities / Logos are at the very beginning of everything. They are how something is recognised, portrayed and understood. What could be better than that?”

What traps or mistakes should a young designer avoid when working on an Identity Design?

“To make sure they understand what the client does, and understand the client’s audience. Most importantly, to have the ability to explain why they have designed the identity that way, and be prepared to inspire their client.”

With your experience, are you able to complete a logo or identity much quicker than before?

“I can access visual ideas much quicker now. The design process time can vary depending on the individuals involved. The design time is important especially if budgets are tight, however, what really matters is how the end-user perceives the design solution.”

Do you think it’s important for a graphic designer to be able to draw?

“I believe it is important that they can look and interpret what they see. It’s also important to be able to make a rough sketch of what they see, to help start the creative process.”

What is the best bit of advice you have been given?

“Illustrate using typography from one of my lecturers at Art College.”

What is the worst bit of advice you have ever been given?

“I can’t remember, I must have forgotten it.”

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