Some guiding principles
John Lloyd

Over the years, I have followed a few basic principles that have proved effective, irrespective of client or problem.

Solve the client's problem not your own

A brand should reveal the truth and essence of an organisation or service. Corporate design is about communicating the client's identity, not your own. It has nothing to do with a designer's self-expression.

Keep it simple

Creativity in design involves original thinking applied to solving the client's problem. It is not about being crazy, wacky or 'off the wall' for its own sake. To be effective, a visual identity needs to be distinctive, legible, timeless, identifiable at a glance and memorable. The best designs achieve these aims through simplicity and clarity of form. Good corporate design is about achieving objectives through clear thinking and with the greatest economy of means. Unnecessary complexity indicates woolly thinking masquerading as creativity.

The best idea wins

Be consensus-oriented and encourage teamwork. Discourage individuals from 'owning' solutions. The objective should always be to find the right answer, and it doesn't matter who has the idea, as long as it is the best solution.

Don't rely on the computer

Computers can restrict the creative process. Use other media – drawing, painting, collage, photography – to stimulate ideas. Get out of the studio and look around. Try techniques involving randomness and chance. A designer needs to present himself with as many alternative options as possible from which to develop the most effective solution.

John David Lloyd: