Visual identification starts by determining how the company wants to be recognized. Logo, colors and first materials should result from the same decisions.
Before you choose the color
Prepare a brief description of the customer, offers and situations where the customer meets the brand. A company that sells specialized services to industrial plants needs other examples of applications than a local class studio. This does not mean that the industry is automatically assigned to a particular color. It is about context and how materials are used.
In the briefing, write down some features to be seen in communication, and examples of solutions you want to avoid. The explanation “we need clear instructions and a quiet presentation of data” gives the designer more than just the term “modern”.
Evaluate the system on applications
The character itself placed on an empty board does not show how the identification will work. Ask to present the selected direction on the page, document and small item, for example the message signature. Then you can check the relationship between typography, color and amount of information.
When comparing the proposal, go back to the briefing. Note which variant presents the name more clearly, gives a place for a longer description and preserves the character without decorative background. Collect the team's attention before submitting them to the designer so that contradictory comments do not lead to accidental corrections.
What to prepare for the start
The launch package should respond to the real needs of the coming months. It may include:
- a set of logo versions with rules of use;
- colour palette and agreed typography;
- the model of the offer or commercial presentation;
- the signature of the message and basic online material;
- Short instructions for contracting entities subsequent projects.
For example, a new consulting company may use presentations and documents more often than leaflets. In this case, the preparation of the offer template will be more practical than preparation of many printings in stock.
Transfer of files and liability
At the end, set where the source files, print versions and screen graphics are located. Specify the variants clearly so that the employee does not select an accidental image from the archived message. The scope of the license and the possibility of further editing require agreement with the contractor.
See also how to evaluate the logotype of the company and how to organize information on your business card.
