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Questions for identity designers: Armin Vit
This post concludes the series of questions for identity designers. In the coming weeks, I will announce plans to sell copies of my brand-interaction clock and limited edition posters of its face. Alas, the interview:
Armin Vit is a blogger I particularly respect. He contributes to UnderConsideration, Speak Up, Brand New and Quipsologies.
How do you approach a new branding project?
Ask a lot of questions of the client, and from as many people involved in the decision-making process as well as from those that have been in the company long enough to provide insight. After that it’s just a matter of taking that insight and turning it into great graphic design.
What does your research include?
Asking questions, looking at the competition, reading about the company. But just as well, it involves watching TV, paying attention to people on the subway, letting the mind wander, reading magazines, and anything that exposes you to what is happening in the world at any given moment.
Would you describe your process?
There is no real process, or nothing worth outlining. It’s basically a combination of thinking and doing, in no particular order.
What do you feel is the most successful brand you’ve designed? Why?
I hate to be self-referential, but I think the UnderConsideration brand we’ve built and designed ourselves has been really strong. It’s not so much the visual aspect of it, but what we stand for. And the secret to it, if there is any, it has been listening to our audience and seeing what they think of us and how we can become better, but at the same time it has always been driven by taking chances and trying out things.
How do you test an idea?
I don’t think I “test” ideas. I might ask someone, usually my wife and partner, if it’s a dumb idea or not. And then I just do it.
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This post is part of a series about identity design. Further reading is below.
Previously
I observed 1,035 identities today.
Steve Jobs quote in enlarged TextEdit icon
A clock for identity designers
Responses from Michael Bierut
Responses from Chermayeff and Geismar
Responses from David Rengifo
A Poster for Identity Designers
Posted by tanner in branding, clock project on 12 January 2009.
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