A moodboard is a tool for the conversation before the design, and it answers the question of what feeling the brand should create. A wish such as a brand that is modern and friendly is hard to describe clearly in words, while in pictures it soon becomes clear what each person has in mind. On a board, photos, colour swatches, typefaces, textures and details of other brands come together into one mood.
We collect the images from many sources, from photo sites, other brands' campaigns, architecture or fashion, wherever a colour or a shape shows the mood we are after.
We usually show two or three moodboards, each representing a different direction. One might be more restrained and classic, another bolder and more playful. The reactions soon show which is closer to the brand, and which elements are worth keeping from one or the other.
What it is for, and what it is not
A moodboard is not a finished design. The images on it are inspiration that shows the mood, and they do not become part of the identity. What it decides is the direction.
- The colour world, for example warm or cool, vivid or muted
- The character of the type, classic or modern, lean or rounded
- The imagery, photography or illustration, and in what style
- The overall impression, meaning what feeling the brand should give at first sight
Clients often bring images they like themselves. These are very useful because they show their taste, and in conversation it also comes out what they like about an image, a colour combination or a photo style. The moodboard is made on an online board your team can access too, so we can gather opinions in one place.
A moodboard saves time because the biggest changes of direction happen before the design starts. If it only turns out after the logo is finished that the client imagined a completely different mood, the work starts over, while on a board the same realisation takes a few minutes.
We record the chosen direction with a short written rationale, so it can be revisited later in the design if we are unsure about a decision. We also measure the finished identity against this description before handing it over.
