Brand identity in 20 minutes with Ran

0:00can i go through an almost complete brand identity design process in 20 minutes from naming concepting and sketching out logos ideas into actually designing them let's try it's going to be tough but let's give it a try [Music] hi designer friends what is up my name is ron segal and welcome to another brand identity in 20 minute challenge if this is your first time here welcome to flux we cover design and making a living as a designer and this is not something you should try at home maybe just to challenge yourself but doing a brand in uh 20 minutes is not ideal but i'm going to push myself so that you can see the

0:38process and see how i think about this so with 20 minutes here's how i'm planning on breaking things down we're going to use this good brief to randomize a brief for us i'm going to choose brand identity and i'm going to choose yeah actually random category and i'm going to hit uh generate and then i've broken down my 20 minutes into five minutes thinking about the name of the brand five minutes i'm gonna sketch ideas in my sketchbook and then i'm gonna do five more minutes refining a logo in illustrator adobe illustrator and then five more minutes try to turn this into a brand and do some mock-ups

1:15and stuff like this this is how i'm going to use my 20 minutes let's see what the brief the brief generator gives us let's see what we're going to be working with all right so company description we are a company that makes custom monorails what is what is monorails search google from monorails okay rails i guess for trains okay monorails with emphasis on durability target audiences women we want to convey a sense of nostalgia while at the same time being business-like okay you must create a total branding package this include creating appropriate brand name consistent visual system and of course a great logo deadline not nine days but

1:58actually 20 minutes all right so this is our brief i'm gonna put here uh some timer and i'm gonna start with five minutes for the brand name i'm gonna hit start and let's do this five minutes all right so i have here this doc which i'm going to brainstorm some relevant name i'm gonna start with you know words so rail uh old-fashioned uh right this is train woman uh train uh train train train train train rails let's see what other what do we do when we say rails imagery let's open up to zarus at the same time and write some train or train let's see what we have for train

2:47i want something short and simple so that we can yeah old school rails old rails old school rails no this is not old rails yeah old rusty old rails all right rusty rails actually sounds cool i don't know if it's for women rusty rails why is there target audience women monorail monorail actually you know what it's monorail maybe mona rail it sounds like monorail but it's like a woman mona monorail rail maybe that's can be a good name uh what else mono is one so one rail one rail what else do we have here monorail power uk monorail what other words for mono there are mono

3:56monk what tesaros this is a cesarous from mono for one not giving zero results if we do one particular soul solarity special single lone owed alone hmm what happened if i just write mono here what do we get i don't know what that is okay so i actually like monorail for a company that makes custom monorails with emphasis on durability ah durability what else do we have for durability maybe dura rail that also sounds feminine dura rail du ro rail that sounds more manly [Music] moxie i don't know what moxie is god's backbone okay i've got only 20 minutes so i'm not gonna overthink this i actually like

5:03monorail best so i'm going to stick with it and uh i did it in three minutes so i actually got myself a little bit more time i'm gonna add the last three uh extra three minutes to the refinement okay so i'm going to stop this and now that i've got this i'm going to move into sketching ideas here in my sketchbook for five minutes let's do that so we have mona rail let's write it let's actually write it capital letters mona rails rail see what we have maybe let's do kind of like a monogram m r what do we have here um mr that's not feminine mr okay so we're not gonna do

5:56mr but maybe what if we do m mona rail we have two lines if we do them one on top of the other one what ideas can we have here we have rails which is something like this right how do rails look like oh but actually this is two rails monorail is just one rail so we have this thing or can maybe we can do this one rail in the middle of something like mona should we have uppercase or lowercase let's see i think lowercase might be more feminine right so mona maybe we do the rail here in between rail but what does that mean what if we do

6:54one line mona but we need to differentiate between the words we can't just write mono ray like this because it looks like one word so maybe we need to have capital letters mona rail and just have the rail in a line below or below on top okay what else do we have we also have the rail which is kind of like one line so maybe the rail can be something like that goes something like mona and then ray the rail comes out of the l something like this what can be iconic about this that it would work even if we you know even if we have an icon

7:54uh what can be very very simple here maybe it's just the m of the mona no every m when it's just stands alone looks like a mcdonald's or something so hmm what else can we do with maybe a straight line and then um let's see what if we do m

8:25and what if we do m r no it's still mr m r still is mr so what else can we do very very simple the only idea that i have at the moment is that this rail is coming from the l rail rail is coming from the l or we can have it coming from the m something like this mona rail no i actually like it when it's much simpler [Music] let me see i had some images here this is basically just the line and the train gums comes on top of it so it's usually something like this and then if we're looking from the front

9:23this is the rail and this is the train so it's something like this so maybe it looks like the r or maybe that's the m if that's the rail for looking at the front and this is we'll do like an m maybe that's kind of like the train if we're looking from the front looking at that this is the rail and this is the m and we can do this then later like mona mona rail something like this okay so actually it's not an amazing idea but let's see how how long do we have that's it we ran out of five minutes so that's the best

10:21idea that i have at the moment let me go ahead and try to develop this idea so we've got our basic concept i'm gonna maybe save one of these images so that you know i have a reference for a monorail here while i'm designing and i'm gonna use the rest of my time i'm gonna actually put here six minutes for refining the logo and then six minutes for mockups and developing the rest of the identity let's rock and roll so i'm using adobe illustrator the best uh my favorite tool for when i'm working with type and stuff like this and we have our concept um let me see if i have like round fonts

11:04maybe that we can use my favorite place to look for fonts is hi um you work for them you work for them let's see if there are kind of like round fonts this needs to be a sans-serif font let's see sans-serif um sans-serif where is the sans-serif serif see if we have something round for our m that can be good for that it needs to be very round um no nope nope nope nope nope i'm gonna do quick round before i'm gonna look at the fonts that i have in my computer but just trying to see if there's anything around here maybe this one let's see this one

11:57um metro because it still needs to be durability it can't be too cute and soft it's actually oh this one is actually nice as well this is quite challenging durability which is something like that you would think maybe a little bit masculine and this needs to be for appealing to women so i don't know let's let's do the type tester and let's write mona it's here thing about this actually this is actually pretty cool i wanted to say it's too cute but even looking at these it does look like kind of like futuristic i'm actually gonna screenshot this uh just so that i can work with it

12:43temporarily obviously if you know if i would do an identity eventually i would buy the font but right now um all right let's see i'm not sure maybe it's just going to be a reference i'm actually you know what i need to also have the name of the fontify letter if i want to use it just so i remember what font what is the name of this font let's see what else we have here do a type tester mona um this is too sharp and both of these are light actually maybe what is outline no this is not but here maybe you have something a little bit bolder

13:31semi bold bold okay this is quite standard right this font it's uh kind of like a classic geometric font it's nothing too crazy but this is actually nice this one um let me try to see the idea that i had was maybe something like this let me try to redraw this so i had a circle and then we had this kind of like m which might be let's take two circles um for the m let's try to recreate this m here i'm looking at my sketch let's try to redraw these the letters and we'll see if this works so if this goes here this would be

14:32m and another m

14:43and maybe this we have this here let's bring these up a little

14:56bit well this wasn't my original idea from the sketch um but it's also kind of like nice but this is what's nice in the refinement process we can just play around here let's see what happens if we do this and then this

15:20because we did want to do eventually needs to look like the top of the rail right maybe something like this and i'm just going to delete this

15:40hmm

15:48maybe here all right let me try something new something different if we take something like this we combine these let me see where is my pathfinder i like the pathfinder i'm kind of old school i combine these and then i turn them into something like this and then we turn this into an m like this and make more s bigger strokes for a stroke something is wrong with the way that okay this is the wrong approach to doing it i'm just gonna do it again i'm just gonna do this and then and then this here okay so now we have an m and then oh man i'm six minutes down and i don't

16:49have anything ah all right so i am gonna take two more minutes so i'm only going to have four minutes for the um for the mock-ups okay so i really have to uh i really have to get this going so i don't have much time to play around plus worst case i'm just going to take the let's try try try try try try try try try try maybe i actually need to do this actually rectangular not a circle because look at this this is actually also a rectangular so i'm just going to do something like this so it's exactly the same size and i'm going to put it here

17:43so this in a sense look like the m there's also something here that's an h so i'm not sure about that but okay for now just because i don't have enough time i'm going to stick to it and i'm actually going to have to maybe i'll just make a tiny bit it's super super bold and for something that's supposed to be feminine and go with something a little bit more like this so let's assume this is kind of like the train and the rail just want the white spacing here to be quite similar and then we probably have

18:29so i only have the mona at the moment i wouldn't have time to create the whole rail thing um

18:46okay it's gonna take some more time to do the whole thing let's take this into the another end this is not thick enough god damn it all right one more minute i'm only going to have three minutes for mock-ups it is not easy to do a whole brand in 20 minutes all right so i won't have time to do the rail but i have the mona and i'm just gonna take this here and we can duplicate this as well because i don't need these i can use this for an a it's not perfect it's definitely not perfect

19:43okay but within the time frame this is what i have it's tough it's tough okay let's say this is it now if i have to i'm gonna open up another page here just so that i can say okay if this is my symbol okay stop it stop it i have what i have like two minutes for the i have two minutes to make a mock-up i'll do one mock-up i'll put it on a rail on on a train and see if it looks good um wait a second let's make a copy let's expand this so now we have an actual shape and i can put it here and i can make it

20:37white but if i would have to pick a color for this you know they said here that it needs in the brief it needs to be nostalgia and businesslike so what color can i pick for nostalgia business like is usually blue and if maybe i'm gonna go through the a little bit purplish to make it feminine and maybe nostalgia maybe something like this let's do white train monorail monorail white let's see if i can put it on a train okay we have shutter stock okay let's open up this image of course i would probably buy it if you know i need to take a thing if i need to do a client presentation

21:27let's just open it up here i'm really disappointed 20 minutes is not enough time is not enough time mona i'm definitely not very happy with this but tis what it is it is what it is let me let me put this on the let's expand this as well take this color let's try to put it on the train and see if it fits in some way or another i mean i could see something like this on a train to be honest if we would write the rail you know with a similar font it does look modern it does look durable it does look feminine it's not overly manly

22:30uh let's try to put this here

22:40this logo would work in small sizes it would work on social and stuff like this okay designer friends i told you do not try this at home this is super super difficult however i hope that you got to see a little bit of the process from how i think about names how i brainstorm and sketch a little bit and how i go through refining and trying different things if you want to do this really for clients you would of course need more time to go through the whole process probably take some time to think about strategy and things like this if you want to learn more about branding

23:18process make sure to check our further resources and courses in the description below and i hope you enjoyed this video let me know in the comments below what you thought and i'll see you in the next video peace out

23:35[Music] you