Art Direction: Inspiration Always Comes First

What I wish I'd known: by Lindsay McManus, RCM contributor and design extraordinaire

Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.

This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.

Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.

But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.

Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.

If it feels right, it IS right. Trust that.