This isn’t going to be your typical tutorial in the sense that it’s not so much about technology as it is about design itself. It really doesn’t matter if you know how to use Photoshop or Illustrator if you are doing the wrong things with them. Tools are just tools, and they only ever obey their master’s bidding. As designers, we’re tasked with crafting the very reputations of the companies, organizations, and individuals that entrust their work to us. That’s a tremendous responsibility, and one I feel most designers tend to take much, much lighter than they ever should.
When you set out to create an identity for a client, you must first understand that client and their customers or the people they work with. What makes them tick? What makes their customers tick? What factors drive the decisions and thought processes of their customers? Why are their customers buying or not buying their goods or services in the first place? To understand these things, you need to spend some time extensively interviewing your client and, if possible, his or her customers.