When it comes to branding, providing an effective solution for a clients identity is the main priority for a designer. We spoke about choosing your speciality in design over here and of course some designers prefer to work on print, layout or illustration projects over branding but when your getting started in your career it’s often the most popular request from potential clients.
Depending on the clients industry and services they offer, the style and approach used will need to adapt to suit their customer demographic. Jeroen van Eerden has a clean, corporate and minimal style often using bright colours, simple palettes and pre-existing sans serif typefaces with his branding focusing on an icon or symbol. This signature style of design lands him many awesome clients looking for a similar approach and we take a look at some of his top pieces explaining his process.
Broodje branding exploration
The branding Jeroen completed for Broodje, a bakery based in the Netherlands is a perfect example of Jeroen’s signature style: an awesome symbol that takes the lead with a perfectly suited typeface to strengthen the brand. Let’s take a look at the process Jeroen uses in his approach to this project.
Jeroen goes straight to it with an icon mark to begin his creative process here, exploring a few different styles and approaches all completely custom starting with a sketch, which he develops gradually by exploring two alternatives.
From his initial sketches and exploration Jeroen moves onto digitalising his concepts and exploring additional marks to represent the B and the companies offering. Notice how he subtly represents Baking through the wheat, grain, rolling pin and bread texture illustrations. Again all graphics are completely custom using a set of grids and guides to ensure accuracy with his designs.
From here and with the final direction chosen by the client, a style tile is put together exploring more different color ways, patterns and additional supporting marks that the client can use across their print and digital assets. A style tile like this helps a client to visualise their brand in action and can be used at a quick glance overview of how all elements of an identity would look when used together.
Simplicity at it’s finest
Looking into the full process of the Broodje branding we can get some great insights into a professional designers workflow. Jeroen is a designer who understands and uses simplicity to his advantage, here are a few of his other projects that represent this.
Simple colour palletes, no effects, or shadows and avoiding any intense colour contrasts within his brand marks are what really help Jereons designs to work so well. I’ve said it before and I’ll say it again; less is more when it comes to design, especially corporate branding and the pieces above are perfect examples of this.
Often when designers are starting out they feel the need to add, bulk out and give a design ‘something more’, in actual fact and for a successful solution, a switched round mind set of what can be taken away is often times the best solution.