Brand Design is the most complex branch about Graphic Design because it works with sensible parts of the company advertising. First of all (and I think the most important) the logo’s creation.
A logo is an universe that brings inside it all the information about a brand.
How should it be created? A logo should be simple but not too much; a logo should differentiate from all the rest and it should have a personal life inside the market and between companies that work in a similar field; a logo should have all the principal characteristics of the mother company.
So the big work is before the real creation. A Brand Designer has an investigation about what that logo means and decide style, colors, fonts and the eventual symbol partner of the text. In some cases the logo is a text only but part of that text becomes automatically a symbol (eg Armani Jeans is only text but the A and J together becomes the real symbol for the company: AJ).
This is the reason why a logo’s not a simple drawing or a clip art. Never. Because behind it there’s a complex psychologic research and many days of work and changes.
Below some examples about my work of logo’s restyling: