For me, between "Reference" and "Sketching & Conceptualizing" is the "Get the Hell Out of the Studio" step. I most often NEED to shut off the computer, push myself back from my desk and escape the studio space to let possible ideas percolate in my gray matter before committing anything to paper or digital imagery as a sketch or a concept.

Really successful designs can be created without software produced "special effects." Identities do not NEED bevels, gradations, 3-D imagery, Web 2.Oh-Oh and other oh so "special" treatments to be great design solutions for clients.

The phrase "corporate identity design" seems to be a bit exclusive it sometimes frightens the smaller client who can't relate because they don't consider themselves "corporate."

As designers we are influenced both consciously and subconsciously by everything we see around ourselves. Still, we always must try to avoid anything that has been defined as the latest and greatest "trend" in design.

For me, between "Reference" and "Sketching & Conceptualizing" is the "Get the Hell Out of the Studio" step. I most often NEED to shut off the computer, push myself back from my desk and escape the studio space to let possible ideas percolate in my gray matter before committing anything to paper or digital imagery as a sketch or a concept.

External research never depends on the size of the payment being received it is primarily determined by what is needed to create the best possible solution to the client's desires and requirements. The research required is also dependent upon the specific project or industry.

A successful solution to the client's design needs requires a collaboration of my skills, talents and knowledge with the client's information base, history in their industry and personality.