The process of creating a brandmark can be an extensive research based process. When a consumer sees a final logo or brandmark, one doesn’t see the creative journey that brand strategists, creative directors, designer and marketing managers have gone through. It is very much a collaborative, explorative and intuitive process. There are often several ways to express a brand idea, through different concepts, to iconography chosen, to all the formal variables (type, colour, scale, drawing technique) etc. For one brand mark, you could create thousands upon thousands of ideas. But ultimately, creatives and clients have to narrow and make choices. Here are some sketches the creative team went through in developing a brandmark for the Economic Development division of The City of Brampton.
And here are the final brandmarks. For the final concept, 9 actual wordmarks were chosen and developed. Three each for three different audiences: business, citizens and staff.
Read more about the full branding project.