- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
Giving form to language
One powerful question to ask clients is what words they want people to associate with their brand. It might seem simple, but those words can serve as an essential bridge between strategy and design.
When I was hired to create a logo for Tenon, a freight and logistics company based in Mexico, the founder emphasized that trust and security were non-negotiable. In his industry, shipments going missing or getting damaged isn’t just inconvenient, it can be financially devastating. The brand needed to communicate strength, reliability, and protection.
To translate those qualities into something visual, I ran a mind-mapping session, something we’ll cover in Chapter seven, “The language of marks.” The word “shield” surfaced—a classic symbol of defense and trust. From there, the design direction became clearer. We weren’t just drawing shapes. We were giving form to business values. The final logo combined the letter “T” with a shield, subtly reinforced by the brand’s name, Tenon, a reference to the woodworking joint known for its strength and precise fit. That fit served as a metaphor: a dependable connection between the business and its customers, built to last.
Think of it this way: Good designers don’t just sketch logos, they translate language into symbols. When you take the time to truly listen and learn from your clients, especially their industry concerns, you’re not only more likely to deliver a logo they believe in, you also build trust. That trust turns into future work and a reputation for thoughtful, meaningful design.
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