Process Study: The Hive
One of the things that I hear people say they want to know more about is the design process behind a logo or a brand. So, I thought it would be neat to document my process for this new project - The Hive.
The Hive is going to be a co-working space with a community building focus in the North Loop neighborhood of Minneapolis. Young professionals can rent an individual work space and the hope is that there is potential for all the individuals to mutually benefit from one another's talents and expertise.
I'm super excited about this one, partially because it will be right next to one of my favorite coffee shops (read all about my local faves here), but also because I will be helping bring the branding to life as a part of the interior design. Interior design was one of my alternate career choices so it's fun to take part in some interior designing!
The space is already underway and includes some really neat hexagon elements. "The Hive" was an idea that was thrown around for the name and I totally ran with it. It seemed like such a natural fit with the hexagons as a design element for the interior and the emphasis on community - like a bunch of busy bees gathering together. It all just clicked. Plus, the building address is 905 so it rhymes - added bonus!
To start, I always have my clients fill out a detailed Brand Questionnaire to get a sense of the background of the brand, the mission, vision, brand voice and target audience. For The Hive, the client is going for a contemporary, modern and really clean aesthetic, targeting young professionals and emphasizing community.
Next, it's time to soak in all the answers and dive head first in to researching. I take to Pinterest and spend a good chunk of time searching for what else is out there, scoping out the competition and hunting for the right inspiration images. I've been working on curating my Pinterest boards to keep a stockpile of great images to source for future projects.
Peep the curated boards here and feel free to snag my pins and start organizing your boards in the same way.
View the rest of inspiration images I gathered for The Hive.
Once I feel I have a clear vision I get to sketching. I get all the ideas out - the good, the bad and the ugly.
After sifting through all of those ideas, it's usually time for more coffee! Next up, the computer.
Usually I start by choosing or searching for the best font. Fonts really do make or break the design, so finding one that perfectly fits the feel of the brand is key.
After I've found the winning font or fonts, the sketched ideas come to life. Often times when I take my sketched concepts to the computer, they morph to become a completely new concept. Usually my artboard becomes a mess of ideas as I work all of the concepts out. But there's something I find really neat when I sit back and looks at the organized chaos - it's like, "all those ideas came out of my brain? Wow!"
From there, I clean up the cluttered artboard and narrow down the logo concepts to give the client 3-5 options, always keeping the client's answers from the Brand Questionnaire in mind! For this one - contemporary, modern and a really clean aesthetic, targeting young professionals and emphasizing community.
The client provides feedback for refinements and narrows it down from there. They loved the simplicity and subtle boldness of the first and third option above, but wanted to try adding a few hexagons.
After some refinements, we went back to option 3 from round one. That happens sometimes, which is totally okay! Often times I find that my first favorite ends up being my final favorite in the end, too.
I added a touch of color and that's a wrap! I can't wait to finish off the branding for The Hive and to see it all in real life. I'll be sure to do a post once that happens - more to come!
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