Building A Brand – Addressing Client Feedback, Episode 7

How do you deal with client feedback? What happens when a client gives you notes on your logo? What happens when a client changes direction last minute? How do you design a logo for a company? What is the logo design process?

A logo helps identify a brand in the simplest way possible. It can convey emotion, reputation, and a plethora of other feelings about a brand. When done right. In this episode, Creative Directors Matthew Encina and Ben Burns face a huge dilemma – With only one round of revisions left, Josh Hamilton, owner of Hamilton Family Brewery, has expressed that he’s not in favor of the current direction of the logo. Ben and Matthew only have one more chance to get it right, and design something that makes the client happy, as well as identifies the brewery.

🎬 Episode breakdown:
00:45 – Previously On
01:32 – Matthew and Ben comment on Josh’s feedback
02:27 – Ben and Matthew meet with Josh to try to gain insight
03:43 – Matthew weighs the value of hidden meaning in logo’s
04:43 – Ben talks about time and budget constraints
05:22 – Crysten and Josh explain their concerns
06:42 – Pressure produces Diamonds
07:22 – Ben talks about not wanting to use an illustration
08:07 – Matthew tries to figure out how to perfect Josh’s directions
10:16 – “I think my concerns would still eat at me”
11:02 – Ben and Matthew discuss how to move forward
11:59 – Matthew and Ben struggle to find their way
12:19 – Min’s explorations
14:30 – Ben brings an idea to the table
15:53 – Working with Min to refine the new logo design
17:38 – Ben and Matthew discuss presenting the new logo to Josh
17:56 – Final logo presentation
23:18 – After thoughts on the presentation
24:42 – On our next episode

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A note on Stylescapes:
The “Stylescape” (mood board) is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.
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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne


Add Yours →

You guys are totally modern heroes of design. I have never seen this type of boldness to share this experience with the viewers. I am just totally inspired by you all!

I would buy the beer with the monogram… I think the pinecone-palm-artichoke is not an eyecatcher and if i wouldn't have seen the video, i wouldn't have recognized the house nor the hop. It also looks kind of too generic to identify with without the text around it. Th "H" monogram was awesome! Wouh!

Great video though! ; )
You guys rock and are doing an awesome job.

my fingers were itching to make my own version of the Hamilton Icon! 🙂 Thanks for this series!

Another question of mine is: What happens when your at the 11th hour just like this, and the client still disagrees and really says that he doesn't want to work with you anymore? Do you call off the deal? Do you just give whatever you designed and never speak of it again?

Can you guys comment on any finalization process you go through after client approval of design? It seems like some details were left unfinished, unifying letter height in the name, centering and kerning "Family Brewery", etc. It looks great overall, the symbol rocks. Just not sure that the type was really nailed in the final.

The new icon looks kind of like an artichoke. I thought Ben's initial sketch was the direction you were going to go with. But looks like the client was sold on the logo. Anyways, good job Ben, Matthew, and the team.

I understand the client being set on heritage and meaning but the new one feels so bland, generic, and obvious. Hops. When it's when the rest of the logo, that's what gives it more uniqueness. They satisfied the customer and solved the problems though, so that's what matters. I'm so scared with them turning the site over to the client. I feel like the guy will put on his old designer hat again and start messing around with it lol

I really LOVE this series… and love the way you guys solve the problem, not only the design itself but also the story/explanation of it. Another great lesson! Thanks!

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