From positioning to visual language
Visual identity translates a brand’s positioning and ideas into a consistent visible expression. It establishes how a logo, colour, typography and layout should work together across different situations.
The core system
Core guidelines typically cover the logo and wordmark, primary and supporting colours, typography, supporting graphics, lockups and examples of incorrect use. Colour specifications should address the relevant digital and print applications.
The application system
Applications are selected around the business’s real touchpoints: stationery and presentations; signs and wayfinding; brochures and promotional materials; websites and social media; uniforms and vehicles; and packaging where relevant.
Priorities differ by business
A manufacturing business may prioritise office materials, signage and vehicles. A restaurant chain may need menus, takeaway packaging, tableware and storefronts. Consumer brands often place greater emphasis on recognition across a product range.
A practical workflow
Begin with research and positioning, then develop the identity concept, refine the logo, define the core rules, extend the applications and assemble the manual. Follow with implementation guidance and review. Scope and timing should be agreed for the specific project.
Three pitfalls to avoid
A logo without usage rules can become inconsistent. A large manual full of unused applications is less useful than a focused set of practical standards. Guidelines also need to be supported by appropriate print specifications and implementation.
English editorial edition, condensed from the original article.Read the full Chinese article ↗
