Like many of our readers, we end up doing quite a bit of work for smaller businesses. Personally, I love working with small businesses: you usually have one solid contact, you can relate to one another, and you can usually skip the bureaucracy and red tape that sometimes comes with working for larger companies. However, the common downside is that small businesses might not have the budget to pay for a full identity overhaul – logo, business cards, print material etc. The result is that the designer may only work on a logo, or may work on the identity system in pieces. This is fine, but one trick we’ve learned that I’d like to share is something we call “designing past the logo”.
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