» The Process

Communication is the first step to meeting your expectations.

The Three Word Rule...

Azuma Vega's Three Word Rule states that a company's core image can be communicated in a set of three adjectives around which a successful visual brand is created. For example, for our identity we targeted: Innovative. Elite. And Inspiring.

With an attentive ear and a thorough study of the company's current marketing material, the designer's first job is to help the client discover and define these core adjectives. Every firm will have its own unique adjectives that become the frame upon which the visual identity is built. It is the ultimate goal of the designer to evoke these words in the viewer's mind through a singular visual brand.

The psychology of branding is a multidimensional science, and successful brand engineers will analyze a brand's impact on many levels.

Peripheral and Centralized Branding...

Marketing research indicates that brands must work upon both peripheral and centralized examination, as a brand's viewers will give different levels of attention to the brand depending on their time limitations and involvement in the marketing material. Upon peripheral viewing, your brand must evoke a positive, almost subliminal effect on the viewer, ensuring that even if the brand is not examined closely, the viewer will have an immediate positive response to your company's image. Upon central viewing, your brand must elicit a more specific sensation that defines your company and is carefully controlled by the brand's creator.

International Audience...

As an international visual branding agency, Azuma Vega takes into account various cultural differences in target audiences. A symbol that represents health in one culture can be meaningless in another. A color combination popular in one country can be outmoded or clashing in others. Brands for international audiences must withstand international testing and analysis. Brands for targeted demographics must cater to the likes and dislikes of that audience.

Color and Line Marketing...

The choice of colors and the flow of lines cannot be capriciously chosen. Each color and combination of colors will cause a different set of emotions in the viewer. Millions of dollars in marketing research have been spent to determine the colors most likely to attract consumers, yet color choice is often finalized on a whim. The curves and angles in lines are equally important. Angles evoke feelings of cutting edge while curves give the impression of flowing ideas and smooth transitions.

The Words that Brand...

Taglines should match the visual brand and vice versa. The words chosen must follow the identity. They must differentiate and captivate - a short stream of concise and razor sharp concepts.

First Drafts...

Once your target audience and the psychology of your brand have been fully analyzed, your first drafts are begun. The drafts will be posted within five to fourteen days of your order to a secure Client Area, accessible only by you. There you will be able post comments and share your design with others in your company.

Logo Revisions...

For many of our clients, the first draft triggers new ideas and a change in design direction. There are no extra charges for logo revisions. Brands often go through several revision stages.

Logo Finalization...

Once your concept is finalized and approved, we will upload your branding package in various graphic formats. These different formats include internet files for use on the web and scalable vector formats for traditional print media.