Visual Identity Flashcards
It is any feature such as but not limited to name, symbol, and design ingrained with distinctive values to create a character and personality for an entity.
Brand
It seeks emotional connection to the consumer by building a long-lasting relationship ensuring the brand’s priority
Brand
In ancient Egypt, pharaohs left their signature through ____________ writing on temples and tombs
hieroglyphic
Branding can be traced back to about 9000 years ago through _________.
pottery
Ancient Norse stamp their animals with __________ which is still a common practice at present by cowboys.
hot iron
Italian researchers have discovered evidences of pottery workshop in a citty called, ________, now called _________.
Mutina, Modena
A major pottery center in central-northern Italy where ancient roman sites were filled with pottery scraps such as vases, bottles, bricks, and oil lamps.
Mutina, Modena
They were an abundant product in Roman times and were mass-produced and sold on the market.
Firmalampen or factory lamps
This brand was considered as the being the most recognizable of all pottery brands, was copied throughout being an early example or brand piracy.
Fortis
It is the process used to create differentiation, build awareness, attract customers and build their loyalty.
Branding
A systematic approach to develop an identity through research, strategic thinking, design skills, and project management.
Branding Process
This process can be followed in its hierarchy regardless of the client’s nature and engagement complexity:
- Research
- Brand Strategy
- Identity Design
- Brand Touchpoints
- Managing Assets
When to start the process?
- New Company
- New Product
- Name Change
- Revitalize a Brand
- Create an Integrated System
- Companies Merge
These are the symbolic elements that represents the brand.
Brand Identity
It refers only to the visual elements that represents the brand.
Visual Identity
It is part of brand identity that refers only to the visual elements that communicates to the target audience with visible medium through cohesion, consistency and visual strategies that work together to differentiate the brand and makes it identifiable and recognizable.
Visual Identity
It focuses on visual elements; it serves as the face of the brand and creates the physicality that makes it tangible.
Visual Identity
It is the hierarchy of different brands nested in a parent company.
Brand Architecture
It acts as the core concept for the branding where it becomes central for strategy and communications to align.
Big Idea
It is centralized to a solid, single parent brand, customers make decision based on their loyalty to the parent brand.
Monolithic
Examples of Monolithic
- Google - Google Maps
- FedEx Express - FedEx Office
- GE - GE Healthcare
It is defined by the marketing synergy between the parent brand and the product or division.
Endorsed
The product or division in itself already has its clearly defined market presence aside from its parent.
Endorsed
Examples of Endrosed
- iPad - Apple
- Polo - Ralph Lauren
- Oreo - Nabisco
- Navy Seals - U.S Navy
- Nestle - Nido, Bear Brand
Parent brands and sub-brands have independent persona characterized by a portfolio of well-known sub-brands.
Pluralistic
Examples of Pluralistic
- Tang (Mondelez)
- Hellman’s Mayonnaise (Unilever)
- Tide (P&G)
A graphical sign that represents the values and personality of a brand.
Logo
Historically, these were engraved to coins, flags, coats of arms and hallmarks found on precious metals. It serves as a record of a person or object’s origin emphasizing its value through association with a prestigious family, place, or maker.
Logo
Who was the first brand to have registered their log?
Bass Brewery
A specific set of letter or glyphs that forms the name or acronym of an entity that serves as a logo or part of a logo.
Logotype
What are the qualities of a logo?
- Simple
- Memorable
- Versatile
- Timeless
- Relevant
A symbol or icon that represents the brand that serves as a logo or part of logo.
Logomark
Logos that uses symbol or icon meaningful to a brand as its identifier. It only relies with the logomark and may express the idea of a brand metaphorically.
Pictorial Mark
It is best used when the brand is already recognizable thus forgoing the need to include the brand name or logotype.
Pictorial Mark
A glyph or a letter serves as a logo.
Letterform
It represents the idea of the brand but not in a literal and figurative expression.
Abstract Mark
Logo can also be expressed only with logotype. These logos that shows the brand identity only with typography by spelling out the name or acronym of a brand.
Wordmark
The logo is expressed in a vague and subjective shape that doesn’t form a recognizable figure but instead, they depict an idea.
Abstract Mark
These are also known as badge logo.
Emblem
These are best used for traditional look that makes the brand feel timeless.
Emblem
It combines typography and imagery enclosed in a shape to form a single logo.
Emblem
These are very versatile type logo since they can have numerous variations that can be used through different purposes but can still be cohesive.
Combination Mark
It is a type of logo that combines imagery with logotype.
Combination Mark
These are best used when a logo or an entity is still young or is not recognizable enough is the presence of logotype makes the brand name creates brand recall.
Combination Mark
It serves as the main logo that contains the complete idea with all of the elements of the logo design.
Primary Logo
It usually contains both logotype and logomark and is the basis where other logo variation stems from.
Primary Logo
It helps in making your brand identifiable and establishes brand recognition as they contain the complete idea of the brand.
Primary Logo
It is an alternative when a vertical or horizontal space cannot accommodate a primary logo that is designed to be vertical or horizontal.
Stacked Logo
It reorients the placement of the logomark and logotype depending on the orientation of the primary logo.
Stacked logo
This type of logo compresses the primary logo to make it fit to a smaller and more condensed format.
Submark
This type of logo highlights the most essential part of your brand, the brand name.
Wordmark
It is used to convey the brand personality according to the letterforms such that different type classification denotes different mood or the construction of letterforms such as geometric, curved or freehand evokes different emotions.
Typography
This type of logo can create a faster identification of the brand through capitalizing on its familiarity without explicitly saying the brand name.
Logomark
It is an important element in visual identity as it conveys the brand personality through typefaces.
Typography
It is a construction guide used to create perfect geometry in logo design.
Logo Grid
It is an empty area defined on all sides of a logo. This ensures that the logo is not obstructed, and the entire logo is visible.
Clear Space
These typefaces are good for tight kerning than serifs.
San serif
These typefaces numerals are more legible.
San serif
These typefaces have a historical and traditional appeal.
Serif typefaces
These typefaces are effective for emphasis as they have minimal contrast
San serif
These typefaces look classical and traditional.
Formal Scripts
These typefaces look fun and playful.
Casual Scripts
These typefaces look natural and organic.
Calligraphic Scripts
It is a visual element that is used in visual identity and branding to associate a brand with making it an identifier and key differentiator for a brand.
Color
Color Hierarchy
- Dominant
- Sub-dominant
- Accent
Beige
Skin; Calm; Sensual; Approachability
Peach
Fruits; Feminine; Gentle; Sensual; Youthfulness
Pink
Feminine; Fragile; Calm; Soothing
Sky
masculine; babies; tranquility; serenity
mint
ice; cool; clean; fresh; growth
safety; vivid; confident; inspiring; focused; motivation; creativity; loudness
energizes the viewer, grab their attention or adds psychedelic touch
lime
peace; honest; simplicity; purity
used as a highlight and a neutral background for other colors
white
sun; light; joyful; energy; humorous; extroverted; originality;
used to attract attention and brighten a palette
yellow
passionate; stimulating; violence; life; love
increases appetite and metabolism
red
nature; villains; poison; illness; environmental awareness and health
green
It serves as a rulebook of a visual identity and it specifies the correct logo and variations, the exact shade of colors, the specific font and weight and the right design elements.
Style Guide
It is used as a guide to any future designer of the brand in order to help them maintain consistency with any touchpoint being developed through the use of exact elements stated.
Style Guide
Objectives of a Style Guide
- Consistency
- Clarity
- Flexibility
These are the specific set of people your brand is trying to communicate to.
Target Market
It defines how a brand communicates and express itself. It identifies the traits, behavior, mood and characteristics of a brand in order for their target market to personify the entity through visual cues, communications and marketing.
Brand Personality
It builds emotional connection and relatability with the target market thus building their trust.
Brand Personality
It acts as the core concept for the branding where it becomes central for elements of visual identity to align.
Big Idea
It refers to the parts of design or illustration that serves as supporting or decorative elements in a design.
Design elements
These colors are for screen use.
RGB
These colors are for print
CMYK
