What should we focus on when we create a branding project for a new company that deals with skilled Italian artisans’ customized products? How do we convey this identity DNA through a logo and a naming? How do you make a name consistent with a logo and a market niche?
In the project created for ArtifexOpera, we addressed these and other points in order to successfully conveying the original and innovative idea of our client, thanks to lettering and creativity.
The brief with the client: where everything begins
When we discuss a project with the client that we define and follow from scratch by defining both the naming and the coordinated image, we start by comparing ideas and understanding each other’s point of view.
If you had to define the 4 bases which form the DNA of your project, what would they be? What are those 4 factors and values that recombining in a specific way distinguish your project?
The question may sound complicated. Someone initially may think it is not necessary, but it is essential for the entrepreneur to take time to reflect on those four unique characteristics of his/her project. They do not need to be original peculiarities, but unique is the way he/she has imagined how to blend them.
Back to ArtifexOpera, we give you some useful information about the context of the project:
- Italian concept designed for architecture and real estate firms that deal with prestigious premises
- a team of highly specialized Italian artisans coordinated by a designer with more than 10 years of experience in the contract sector
- the aim of the project is to give shape to the projects of architectural firms by delivering customized furnishings and complements
- helps architects and property developers to reduce the time wasted in managing several skilled people
- deliver a project on time and without the risk of extra commissions
- more craftsmen for the same sector, for example carpenters but with different peculiarities
Well, now that the context is clear let’s find out what the customer’s response was about the famous 4 DNA bases of his project:
- Specialized craftsmanship
- Made in Italy
- Uniquely customized items
- Team coordinated ad hoc for each project
During the brief, it was also highlighted that the project was not only aimed at the Italian audience but also at foreign markets with a focus on Switzerland, Germany and Austria.
What do you need to consider before creating a naming?
The first step, having clarified the four bases of the project, was to make general considerations on the target, market, goals.
We discussed with the client the kind of feeling he wanted to perceive from the name of his project and what type of companies he wanted to interact with and in which manner.
The first consideration that emerged from our discussion was that it had to be an international brand, but that clearly referred to Italy and its tradition of arts and crafts.
In few words: very challenging.
Defined these points, we started thinking about the sensations to convey and in our minds, there was the idea of Classical and Renaissance Art.
The knowledge of the Roman Empire, which was the basis of inspiration for the Renaissance culture and which in the Middle Ages had been represented and carried on by the corporations of arts and crafts.
Modern Italian craftsmanship is in all respects it’s a worthy heir.
So we started wondering: what is the language that represents most the classicism and can bequeath these arts?
Our response was unanimous: the Latin.
We found the ideal language for naming, but then we had to work on the terminology and on what we wanted to convey.
The Latin evocatively refers to both a historicity / experience and has an elegant connotation.
At this point, we needed to search for words and adjectives that could convey all the values and peculiarities emerged during the brief and the choice fell on Artifex and Opera. Literally craftsman and work, realization.
The client’s idea was to make it instantly recognizable to the market as an artisan company, made up of professionals with and hand-made production of furnishings and high-quality products.
What are the considerations behind the creation of a logo?
After we have definitely fallen in love with the chosen name and yes, we use the term “fallen in love”, because if there is no immediate positive feeling, then it is appropriate to continue searching for something different.
Only when you have fallen in love with the name, you can go ahead with the graphic creativity.
Not having a specific artisan sector as a reference, we brainstormed with our designer Linda, to evaluate whether to use a symbol as a logo or choose a font to modify and customize.
We selected the second option, in particular a serif font and therefore graceful to refer to the classical Latin naming. The pictogram of the logotype is a version of the font, in which the shape of the Artifex Opera initials was slight but perfectly readable.
Here is the result:
We can say that what we have just highlighted is a typical, semi-complete overview of how we approach creation starting from the foundations of the branding of a project.
Give yourself time
Back to the introduction of the beginning, this is the process that leads to make the coordinated image of a brand memorable.
The only advice I would like to give you is to have clear ideas: read, get inspired, analyze other brands you like and get to the brief of your project with a series of tips ready for your consultant. And if it is true that Rome wasn’t built in a day, neither does a brand.
Always give yourself time to rearrange your ideas, to take each step seriously and to position yourself consistently in the market.