# Brand identity in 20 minutes with Matt

Channel: Flux Academy
Video: https://www.youtube.com/watch?v=yQmrqyg4jJg
Duration: 26 min
Language: English
Words: 3603
Transcript page: https://viewrankai.com/tools/youtube-transcript/yQmrqyg4jJg

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[0:00] can i design a brand identity from brief to name to identity system within 20 minutes i'm skeptical but let's go [Music] hello friends welcome back to flux where we talk design business and everything in between my name is matt brunton i'm a designer from the north of england and today i'm going to design a brand identity in 20 minutes or at least give it a go and you're going to come along for the ride so let's start with a brief we're going to get a brief from goodbrief.io this is a really useful resource perhaps if you put in a portfolio together to apply to college or you just want to practice you can

[0:41] choose what type of work you want to do we're going to choose brand identity and then the industry that you want to work in let's go random to make it extra hard okay generate we are a company that produces timeless baseball fan merch we pride ourselves in our worldwide reach our target audience is couples we want to convey a sense of importance while at the same time being businesslike business like merch for a sport doesn't really make sense does it but that's what you get from these algorithm generated briefs so let's paste this into illustrator okay so the important thing to remember is that with these kind of briefs

[1:31] you would normally work with the client to develop them they wouldn't normally present you with three sentences and be like they go there's a brand identity maybe for a small low budget project but usually you would work with them and over that period when you're developing strategy a lot of ideas come through for how the brand is going to be expressed visually and it's through those meetings and through that thinking time and the weeks of things percolating that the good ideas drop into your head well we haven't got that luxury today so we're gonna have to jump straight into it so let's start the timer this is going to

[2:10] be difficult to do and the rate so we might have to speed up a few sections but let's go okay 20 minutes so look at this brief so timeless baseball fan merch that's the key uh offer pride ourselves in a worldwide reach okay i think baseball's played in about three countries but fair enough the target audience is couples we want i'm not sure about that part importance business like well i think importance covers that enough i don't think that really charms with the sports thing so i'm going to focus on that so we pull out the key elements of the brief so then when it comes to creating

[2:55] a brand name this will guide us so what i would usually do is just write down a lot of the key words timeless and you think that fits with baseball you think of baseball i think of of heritage um is that kind of linked with history of the game um but timeless doesn't necessarily mean old-fashioned does it it can just mean of a certain design quality you know that it it's not dated um so with baseball we this would be a key area so think about ballpark um [Music] you have things like the bat the mitt is it with two t's not sure my wife's from the states i

[3:50] should know these things you have major leagues minor leagues little leagues that often comes into it um the pitcher the batter the diamond the mound so you would just start to go through these these things i think with the uniforms are coming to mind as well i think of all that pinstripe is that in the yankees and these old-fashioned sort of details i reckon there'd be some really interesting uh visual things you could you could jump off on um if we look at you know old baseball players like babe ruth or something like that okay we see these old uniforms and the general look and feel that is with the

[4:44] yankees the pinstripe you know so this kind of feel that might be quite interesting right so you use these words and then you think about really the the values and the key descriptive words we don't have a lot of those here we have this timeless thing we've got the worldwide thing we've got importance i don't know about that something that people value they care for they have a passion maybe in sports i think really i want to lead on the whole baseball thing so then i need to think of a name so i mean this really stands out to me diamond being the most um visual of the names and visual names are

[5:35] good because they often lend themselves to what you're going to do with the pictures when we move on from the words so we're trying to define now what the brand is about through words so then that guides us as we create the visuals so i think i'm going to go with this i would have thought diamond and baseball there's probably some brands that do that so that's part of your research to make sure that it's not covered um with copyright and things like that but we haven't got time for that so let's go with something like diamond or just diamond i think is good um and what i would do with a brand name

[6:12] is i would just write it out in different ways so see what it looks like in different cases let's try it in uppercase let's try it in all lowercase and we've got it in title case at the beginning it's one word um so i would look at that i wouldn't do it in a font i would do that with a pen and you get used to the letter forms and that might start to suggest some some ideas here we do have some shapes like with with the a i'm already i'm already thinking of ideas but let's jump into the the copy so i like to define as i just said a

[6:50] little bit more verbally what the brand is about with the words before we jump into the pictures so um this is quite a good line in itself like timeless because it evokes heritage but it gives some continuity so like timeless baseball fan merch could be a great headline that we could use um delivered worldwide or available worldwide or something like that um to to really bring that through importance i think having short sentences gives it a sense of confidence business-like and important it's not um droning on and on like i am now i know you're thinking it okay so diamond timeless baseball fan merch delivered worldwide what do you

[7:45] think great sign off there for the radio advert okay so we've got this headline or tagline we've got the brand name so what i would move into now is sketching now i would usually do this on paper but so we can be quick and you can see what i am doing uh we can just do it with a brush or something so obviously we're going to have a diamond and we'd look at various different ways of splitting that you have diamonds on on on playing cards so that might be a suggestion but that definitely lends itself the baseball diamond shape i think is curved at the top is it more like this kind of

[8:26] thing you have the mound the bases let's have a look at a picture of it that might actually be helpful baseball diamond maybe some wider shots but yeah i mean i wasn't far off come on so it's kind of like the diamond is created there okay and there's the outfield and it goes like this kind of thing so you would want to be familiar with this if it's not an industry or a sport or a product you're familiar with you have to do that kind of research too i'm noticing here with the a that it almost makes the top of a diamond so could you do something where

[9:13] we completed the diamond here this kind of idea does that make well sense got too many points in here that's what happens when you use a brush so there may be something in that kind of idea it would imbalance it slightly but we could we could redo that or maybe just replace it with a diamond we're still using this font and we probably want to maybe think about the font that we want to use before we we we go much further but i'm also thinking about about time but i'm not sure if this is a case of uh more haste less speed but we'll just see

[10:00] so if we drew a diamond in here i'll do it with the pen tool let's maybe make this grid a little bit finer and if we snap to the grid and just get a feel for the kind of angle that we might want that is three out isn't it yep i'll just do a quick and dirty way

[10:35] so we've got this diamond now it's easier to move it around i'm not going to tell you all the buttons i'm pressing in illustrator because this isn't an illustrator tutorial we want to match up this stroke weight maybe we stroke it to the inside but this this actually makes sense i mean you could you could also use it maybe for the o that might work um but this there's something in that as a concept so maybe i think are we using the right font for this so we're starting to develop a logo here make sure you always copy your work by the way so you always have a record of

[11:19] where you've been as you go through illustrator and iterate non-destructively yeah it doesn't have enough personality this and it doesn't have the timeless thing and the heritage and feel very baseball um it's it's too modernist so think about what maybe font do we want to use or do something custom maybe something that's a serif maybe to give it some more of the heritage if you think of the like the monograms in baseball um like the yankees and no i can't see him mlb cap insignia let's use the correct terms yeah so you have these kind of things like uh letter forms and monograms and there's a bit like

[12:16] detroit they call it the english d it's an illuminated letter and not too many with serifs but serious here on this tb this t texas rangers what's this tampa bay la has a slab serif so if we remember adobe fonts i mean there's one here with a slab serif this malt or we could try that maybe like some wood type so obviously your knowledge comes into things here um no that's going to take too long that's ai

[12:56] foundries it's lost my search would type okay foundries we have got wood type revival hamilton wood type and all those guys so these might be helpful um these are a bit wacky not bit western hamilton i know they did some arts with eric speakerman um this is kind of interesting is that pronounced this is a bit crazy but you want to think what am i looking for so it's being conscious obviously i'm not narrating everything that's going through my brain but i knew that there'd be something in this sort of style within these wood type revival things maybe this guy as well this slab one um

[14:05] what's the word again diamond we could throw in here diamond diamond so i'm also going to have other things in mind as we go through like colors i'm baseball very american so maybe the red white and blue i know major league baseball uses the red white and blue as well these don't really feel quite right maybe this guy i'm not sure about the contrast in the stroke weights though this maybe more so colombian i don't really get that so what's this called hwt slab antique let's try that where's illustrator here we go so we need the word diamond again

[15:12] and now i mean i don't know actually there's kind of a vibe to it this to me looks like it could carry through in a timeless way it can look more modern it can look more heritage um the optical's not really working for me usually does and it probably just needs to be tracked a bit wider i don't really want to manually turn this with the time that we've got i think maybe we'll replace the o so i'm just going to turn this into curves ungroup it kill this o and then um maybe draw something in it needs a little bit of a bend in it

[15:49] maybe like when you have um playing cards the uh the feel of a diamond in in that sort of scenario let me reflect this oh it's not wanting to do it

[16:17] um

[16:28] can i rotate this or is it going to not like that this is where when people are watching you it it all goes wrong you're all looking at me going why are you being so amateurish come on reflect that's what i want hey join it come on see i can use illustrator i promise so we still snap into this guideline see this height isn't quite the same is it as these how tall is it if we maybe select this this word again snap that in and just make it so the height is matches up with this grid yes now this is sitting a lot better okay

[17:23] that can be our word mark because we've got five minutes left

[17:32] and then we want to think about um type that's going to work with that okay so we need some accompanying type so we've got the headline and then we'll want some sort of body copy as well so i'll maybe just make a little text box we'll have some lorem ipsum so this is not going to work for body copy let me just make sure this thing's grouped obviously needs to be finessed to the kerning and such um what you're going to do let's just go back to these this brief thinking even though we're short on time timeless worldwide importance yeah so i think one of these should be a sans at least

[18:22] maybe one of sans and one of serif i think if this is a serif it's going to clash a bit with the word mark it's kind of a so i think we'll keep that sounds and we'll keep this serif so maybe just think about some standard options that we could use like garamonds maybe a little bit too old-fashioned maybe something like planting which is very old but there's a bit of a revival again it's very conservative though very traditional and you look at maybe some of the um the foundries that you know that are the big boys the reputable ones like a monotype or something like that

[19:06] and go that i don't tend to just scroll through adobe because there's i've pressed the wrong thing because there are so many do you know we're not gonna have time for this for now we've got this let's just type set it a bit nicer um and that might help slightly and then i'm going to go with what do i want for this headline so that's in 36 let's make this 72

[19:40] i mean it's not that bad in helvetica it kind of works you maybe want something that's slightly different let's try like maybe a unica or that might be a bit actually a bit too clean modernist maybe like a founders like maybe uh sorry yeah founders grotesque is like a bit like franklin gothic kind of thing it's one from klim i've got the test fonts in here let's do franklin gothic because that's more like something people have the weight of the logo is very heavy so we don't want to go super heavy with this you see it just doesn't sit together as well um that could work though so it's some kind

[20:26] of bold can medium weight then it contrasts a little bit more with this body copy so i'm happy with that with the type oh my gosh we've got two minutes so i think about color i probably want to do something we're saying maybe with the american vibe i think maybe going a little bit more subtle so maybe some sort of like a grayish of blues that's not that's not really blue enough what i was thinking maybe maybe actually try and match up the tone a little bit more of this so we'll look at the saturation the brightness just change the shoe up and that's yeah because it may be going part way

[21:09] towards the um the feel of the the pitch even the orange of the the surface so maybe there's something in that something we can use we will probably need some oh man we haven't got time right let's try and do a mock-up in 48 seconds [Music] pixels blue make this guy big now i did prepare this poster thing before uh diamond i want you to be in this color oh no no the lighter color i'm not going to look at the clock and then it can't hurt me right um pixels sure whatever um we need some sort of tagline don't we that's just this that's not gonna work without

[22:06] i think just baseball merch like having fan in there is not necessary i keep pressing the photoshop toolbar that's what i'm doing wrong

[22:27] yeah i shouldn't have copied it from that text box it's not looking right okay let's see what this looks like on the poster pauses make it look sick so we obviously need we're out of time photography is what i was going to say next so i would maybe try and develop this with some photography at this point we are out of time but let me i can make some comments right um so we'd maybe look at different compositions maybe some photographer could come into this space here we maybe have somebody wearing a shirt that could that could work maybe just bring in elements maybe some illustrated elements of baseball that

[23:11] kind of thing look at this man this is uh high quality stuff so it's probably probably started to develop it from there but what did we get to we got a word mark we got a color scheme we got some font choices for the type headline phase a body copy phase so you can imagine how this could be pulled together on something like a website you see i was clearly hoping to do more than this but this is applications now this isn't the identity so this doesn't count um you could you could look at how this might be extended i probably yeah i would definitely need another color that

[23:58] would be a lot darker um i should have copied that i'll add it to my swatches and that would help you know you could easily just add in a button here in this darker color if this was a website you're starting to pull something something together that would that would work hmm maybe what do we think are you convinced you're not convinced let's have a look at this word mark again i mean i've seen worse logos i would say that and i've certainly seen worse type setting i think that with this there's there's something definitely we're going to get rid of the fan word aren't we

[24:42] and um there would be something something bad finesse these colors probably bringing the red more into the compositions um that would help but we've made a start that was some scary stuff you think it's easy you try it with a camera on you in fact i'm gonna challenge ran and rachel to do the same right here on the channel let us know down in the comments if you'd like to see that hopefully you've taken something from this video other than just laughing at me panicking budgeting your time is a really important skill when you move from learning design to working in a professional environment although perhaps on a commercial project you'd

[25:24] allow like two days rather than two minutes for some of these steps if you want to learn a proven brand process that's a little bit more comprehensive than this video then you want to check out our flux academy brand design mastery course in fact we designed it to be the most comprehensive branding course that's out there on the market it's going to give you the confidence to guide your clients through the whole process from a to z and understand it from beginning to end so link in the description for that but don't show your clients this video they'll want it done in 15 minutes next time

[25:59] i'm off for a lie down until next time happy designing [Music] you

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