When creating a new identity and forming the foundations of a visual brand, the most important stage in the process is the beginning. This is what we like to call the ‘discover’ stage.
The hands-on designing stage, be it sketching ideas in your notebook or plotting vector points in Illustrator, is obviously a vital part and the execution can ultimately make or break a design. The pure aesthetic and artistry of a design can sometimes be enough to allow it to stand on its own two feet. And after all, there is nothing fundamentally wrong with the reasoning “I did X because is looks damn good”, especially if that design decision is well-considered and based on years of experience.
However the designer really ought to understand why she/he is creating this beautiful design.
When you approach a design task with a solid understanding of the target audience, the message the client is wanting to say and a good knowledge of the company’s goals, you will have a better chance of creating something more meaningful whilst keeping your client happy because its clear that you’ve listened and baked these ideas into the design direction.
By asking a number of useful questions at the beginning, your design process will be on the right track from the start. You will have answered s lot of unknowns already and you will be armed with the knowledge of what your design ultimately is trying to achieve and it shows your clients that you listen to them and your design is built on careful thought and consideration.