A Mental Breakdown
on Design
Self-Reflective Branding Guide
Sebastian Rojas
Purpose
Mission
Design
Logo
Color
Typography
Photography
Conclusion
Purpose of This Book
The purpose of this brand guide is to serve as a means to put into words the thoughts, feelings, and ideas of what makes me as a designer, to show the struggles of a designer trying to find their own design identity.
I hope that fellow designers who are facing similar problems will be able to relate and find answers within these pages to their own questions about them and their identities or personal style.
Mission
What is my Mission?
I believe that design and art are most satisfying when they can overcome challenges, rather than compromising or settling. Because of this competitive way of thinking, I work by the idea of continually changing my habits and experimenting so that my identity as an artist and designer are inseparable and prevalent through-out my life. I live for the simple peace of mind knowing that the day did not go to waste.
Design
How I started design?
I believe first and foremost that experimentation leads to design, and all experiences within design can best be described as a process of trial and error. Because of this, I was able to determine what fields of art and design that I liked and disliked. This should help any designer when taking on a project whether they would enjoy it based on likes and dislikes. Realize your strengths and weaknesses, focus on the positives and use that as a guide to reflect before minimizing your opportunities.
My Likes:
Product Design: 3D modeling and work best physically
Graphic Design: Being able to combine imagery, colors, and words
Typography: Both working with type and creating typefaces
Branding: Working with identities and creating styles
Packaging Design: similar to branding, but working more physically
My Dislikes:
Architecture/Interior Design: Too much math and regulations
UX/UI Design: Boring, monotonous and tedious
Publication Design: Graphic design but less pictures
Digital Illustration: Steep learning curve, requires too much patience
Design process
“Never stop learning” is the motto I live by in my design process and that means I use every project opportunity to try something new. This can include learning new techniques, programs, or trades while working on projects.
The best part of being an artist and designer is that they are no limits to what can or cant be used to create. Experiment with new mediums, buy different supplies, create alternative versions of your work. At best you’ve added a new skill to your repertoire and at worst you’ve added another art/design style to your “I hate this” list
Logo
What is a logo?
A logo is any image used by a company to most effectively convey their identity.
The goal of a new designer is to set themselves apart from the rest, and a logo for a designer is the first point of contact, whether it be to an employer or other designers. logos require a lot of thought and effort in order to make them express the identity and each choice should be consciences and meticulous otherwise it could lead to misinterpretation or confusion.
It makes all the difference when a designer is able to give reasons to their design choices, rather than “I chose this because I like it” it would be better to share your reasons as to why you made that choice.
Color
What is the Importance of Color?
What is your favorite color?
Artist or not, everyone has had a preference for color going back to their childhood. Color can be used as a universal non-verbal means of communication in design, whether it be in individual projects, portfolios, or overall identity.
A designer's choice of color and way of using color shows their experience with that choice and how they want that work to be viewed.
Typography
What is Your Typographic Identity?
Many brands use existing typefaces or create new ones to establish a clear and standardized type identity. There are many typefaces and each one can be used to portray an identity differently.
Using a typeface for an individual identity can be based on your “like” and “don’t like” list of typefaces or styles or by how you want to portray yourself to other designers or professionally.
Photography
What is Your Photographic Identity?
Photography is used as a tool by most brands to create a method of visually establishing their presence whether it be through social media, ad work, or project showcases.
Photography for an individual designer can be used as tool for similar purposes, and just like how a brand would create rules and standards for their photography, having a system to follow for your individual photography can create a unique connection to your identity. This can include the the type of photography, camera or model use, or even just photo editing methods.
How do You use Depth of Field?
How do You use Lighting?
How do You use Aperture?
Conclusion
Following this brand guide will not make you a great designer, nor will it be an answer to all the problems you face as a designer. This will however help in your endless struggle in trying to realize whatever currently makes up your design identity, and with time you can hopefully be able to fully understand your identity and explain it to others.