Visual Identity Design

What is visual identity design?

Visual Identity Design is not something that I really know a lot about. However, I think it is one of the coolest things we get to do as designers. Visual Identity is basically a person, group or a company’s brand. A brand encompasses all the elements that make up the overall image and the culture that the company would like to be achieve.

I must admit I don’t have a whole lot of experience creating these visual identities, but I am very interested in learning about all that goes into it because I think it is one of the most interactive parts of coming up with a design. It is also one of the most important. For example, the brand is a person’s initial impression of a company as well as what they remember about the company later on. If the brand is not memorable or does not capture the culture of the company then it will be hard for the audience to have something visual to grab hold of when they decide on the impression this particular company left on them. Throughout the years companies will modify brands to stay updated in modern times. However, it is also important to keep that sense of familiarity and tradition.

A company’s visual identity brief starts with a vision which includes their mission and purpose. With all of this established the next step is to incorporate all of this into a logo that is memorable and stands out among other companies competing for business. A logo is a visual symbol made up of words or images or both. Meaningful color, shapes and fonts are used. This symbol has meaning. Logos are meant to tell their audience who the company is and what makes them different. They are a representation of a company in its simplest form. Seeing that representation is what we are shooting for it is important to get as much information from them as possible. Ask questions and record all that is said so that it can be studied and deliberated during the creation process. While chatting with clients about their thoughts, consider these questions:

1. How the logo is going to be used and how frequently?
2. What are the short term and long term goals of the client/company?
3. Who the target audience is?
4. What are the company’s core values, product and services?
5. What are the expected deliverables?
6. Knowing the company’s branding and identity history?
7. Other logos which act as initial inspiration?

HELPFUL HINTS when creating a Visual Identity Design

While researching about visual identity design, I realized how much there is to keep in mind when creating a brand for someone or something.

One thing to keep in mind is the competition. It is important to analyze those that are in your niche to make sure you are creating a fresh and different identity. It is important to look at these ideas and figure out what works and what does not work to find the perfect design that reflects the vision of the company.

The next step is figuring out how to create recognition. Yes, it can be current and up to date with new styles but always keeping the design timeless. The key to this is sticking to the basic visual principles. Using a grid to create the design is strongly encouraged when achieving those principles. It gives the design structures and helps us use up all the negative space effectively.

When creating a logo, it is important to run through all the possible uses of the logo. For example, a logo that looks great on a poster may not look as great when it is jammed onto a tiny keychain. Even though not all of the alterations will be the exact same, the meaning and feel of them should be cohesive.

I came a across a checklist to be aware of when thinking of different ways the brand will be used.

• Stationery (Letterhead + business card + envelopes, etc.)
• Marketing Collateral (Flyers, brochures, books, websites, etc.)
• Products and Packaging (Products sold and the packaging in which they come in)
• Apparel Design (Tangible clothing items that are worn by employees)
• Signage (Interior & exterior design)
• Messages and Actions (Messages conveyed via indirect or direct modes of communication)
• Other Communication (Audio, smell, touch, etc.)

We want to create a culture that emulates the environment of the company with symbols and words. When deciding on a font, its important to stick to two options. Its hard to create unity when there is more than that.

There are so many different types of logos but each one will fall under one of these categories.

( I got most of these ideas from an article called “There are 7 types of logo designs: but which type of logo is right for you?” written by Kelly Morr)

Icons, Symbols, Brandmarks

• symbols made up of simple shapes. They’re known for their simplicity and are easy to recognize and remember
• We’re getting further and further away from the use of words.

apple

Wordmarks, Logotypes

krispy kreme

• Often these wordmarks are created using customized typography as a way to differentiate themselves from the competition
• Logos which are built entirely of the word or words that make up the company’s name. The main focus here is typography, obviously. This style of logo strongly ties a brand’s visual identity to the name of the company.
• The shape, style and color of the words convey almost as much meaning as the words themselves.

marvel

Lettermark, Monogram Logos

new balance

• made up of a few individual letters.These logos are usually formed using basic geometric shapes and stylized letters. These are particularly useful if your brand name is difficult to pronounce.
• The typography and font are key with this type. You can get even more creative with the styling of the letters, since legibility is less of an issue than with logotypes. The fewer letters there are, the less likely someone will read them incorrectly.

Combination mark

• A combination mark is a mix of symbols and words. These are perhaps the most difficult to get right because they use two elements, which is not done well can compete with one another.

crumbl cookies

Emblem

starbucks

• It’s a logo which has font within a symbol. They’re like badges or patches.
• Also known as seals or crests, people have been using them since at least the middle ages, if not before.
• An emblem is the type of logo that includes text inside of a symbol. It’s a classic look that gives your logo a traditional quality. Emblems are often more detailed than other types of logos, and include fine linework and small, detailed imagery.

Mascots

lucky charms

• A mascot is different than the above pictures and symbols in that it’s a drawing a character. A mascot ties that positive feeling to your logo and brand.
• Unlike a standard pictorial brand mark, mascots are also flexible; The biggest danger with a mascot logo is that your logo can become TOO friendly. Don’t use if there is supposed to be a serious feel to the logo.

Abstract logo marks

• Sticking with pictures, but moving away from literal representation.
• This logo type is used when you want to use an image, but don’t want to be constrained by a literal representation.
• You can create an abstract logo that evokes a feeling more than a thought. These can be difficult, as not everyone will interpret an image the same way.
• abstract logos thrive — immediate and distinct recognition.

pepsi