All projects begin with a client brief! At times, clients come to us with a full brief but at the bare minimum in the initial stage we ask clients to complete a basic logo design brief. This gives us a basic outline of the project ahead, a starting block. From which further information and depth is built upon. Dependent on the client needs and project, this is done through an initial meeting, focus groups, team meetings, public surveys, company staff questionnaires and various other methods.
In this instance, find an extract from the brief:
AJA.LA develops mobile applications and provides related services including mobile application development for small to medium business and consulting on mobile advertising campaigns. AJA.LA applications leverage in-house expertise in artificial intelligence and collaborative learning. AJA.LA’s customer base spans two groups: Small/medium businesses and Consumers of AJA.LA-developed mobile applications.
The AJA.LA logo should reflect our brand, which speaks to a global consumer who looks to incorporate the benefits of cutting-edge technological developments in artificial intelligence and collaborative learning, within their daily activities.
This stage of the process centered around a vital part of the project for us which is brainstorming, identifying potential routes to follow in design and visualising even if in extremely abstract sketches, concepts for potential development in the project.
Concepts are sent in a variety of formats and applications, such as in 100% black, and reversed on a dark background. colour is left to latter stages as any logo must work fundamentally in its stripped down basic form.
This brand identity was then used and reflected in their website:
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