Visual identity does not start with choosing your favorite color. First, it is worth naming the brand features and determining, after which the recipient is to recognize them in specific materials.
Name the features you can show
The words “modern”, “professional” and “friendly” are wide. Try to explain them through the way the company operates. Is it important to choose simple, precise information, calm customer guidance or the energy of the event? This description gives the designer a better starting point.
Not every declared feature has to become a separate symbol. Select several most important ones and set their order. A project attempting to simultaneously express all associations usually loses its readable direction.
Build a Justification Reference Set
Prepare examples of images, layouts and typography. Add what is useful in them: rhythm, space, way of shooting or hierarchy. The collection of attractive drops does not explain the needs of the brand yet.
For example, a company that appreciates accuracy may need clear combinations and consistent signatures. This does not automatically result in one mandatory color. The character is revealed in many decisions that together form the recipient's experience.
Rate direction on true content
Check the offer on the page fragment, the offering material and a simple message. Instead of evaluating only the mark on an empty background, see the longer service name and the actual picture. This shows whether the direction can be used outside the project presentation.
Ask:
- whether the most important information is visible;
- whether the form fits the customer service method;
- whether the materials belong to a single brand;
- whether the design works without a decorative photo;
- What the team will be able to say on their own.
Keep sense when developing the system
The new material does not have to copy the previous material, but should be based on the same principles. Write down the justifications for important choices and examples of applications. This makes it easier for people to work without bringing identification to the mechanical inserting of the logo. See Review of existing identification and first set of brand materials.
