1. THE CHALLENGE
Calls from logo clients are like diamonds. They are forever. Designers are contacted by clients months, sometimes years, after projects were be delivered, asking for files or orientation. On the other hand, owners or managers of companies feel lost about their logos usage. This situation happened because both small organizations and graphic designers do not understand the importance of management of logo applications. Three behaviours can explain why it happens: small businesses prefer to contract cheap designers, they decide to produce materials without appropriated technical assistance and they think manuals of logos are not supportive.
The primary goal of this project was to create a pragmatic solution based on the managers perspective.
• Research and survey
• Ideation and planning a solution
• Design the IA and prototype
DESIGN AND RESEARCH TOOLS
2. THE DISCOVERY
The most of the managers in charge of small companies do not understand the basics of branding. On the other hand, designers are more connected to their jargon than in their clients. As a result, it is mandatory understanding:
1. what managers need to decide better how to use their logos
2. which approach of branding style guides is required for designers do
Some information from the government of British Columbia was studied to help to build questions.
A qualitative survey of businesspeople was used to clarify these questions.
• Style guides standards are cultural and established decades ago
• The necessity of managers learning is an assumption
• The correct usage of logos is the responsibility of the client
• Interviewed people claim that the style guide is not clear (jargon)
• Prices of professional designers turn small companies ineligible
• Manage logo usage is one more difficult task in the routine
MAIN CLUES TO SOLVE THE PROBLEM
• The technical approach of style guides is not useful
• Disconnected files and orientation of real-life situations
• Without reference to compare, managers make bad decisions
3. THE SOLUTION
A digital product can provide a customer-centered perspective to attend these aspects: convenience to send files and convenience to evaluate third-party jobs with the logo.
First, the information architecture was revisited to provide a context of demand to a person understands the importance of the decision about the necessary file. Additionally, the context of evaluation related to the application of the logo in a job presented by suppliers starts another part of the thinking.
Another logic order for same elements of design could be more useful for managers, using the context of the demand as a guide. Information architecture improves its reframing by the card sorting usage.
Second, the technical aspects are difficult for managers. Instead of use jargon, buttons play as filters to guide the decision about files of logos. Before to send a file, one thumbnail shows what is happening, providing confidence in the process. On the other side of the application, the manager can check if the supplier did well concerning colour choices, sizes, margins, positioning, the tone of voice, such as calm, energetic or excited. Another screen can show what aspects fit better with the logo.
Once paper prototypes showed how different sections appear and how to make a good flow among all the elements of the web app, based on the idea of the primary usage outside of the office, the digital prototype was built in the mobile-first approach.
VISUALIZATION OF THE BOOK
• A digital prototype shows through real tests with managers that they can learn what is important to evaluate before and after order graphics services. Also, they make it intuitively, only using a small and straightforward web app in wireframe form!
• Another advantage of this new approach is that designers could provide the same formal aspects of their technical work, but it would be presented to clients in a useful context.