Visual Identity
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Why is Visual Indentity important?
• Clearly separates company from competition
• Brand recognition
Common Mistakes• Using multiple graphic designers
• Consistently rebranding your company
What is in a Visual Identity• Logo• Business Card• Letterhead• Website• Newsletter• Printed and online marketing
templates
Creating a Logo• Create a design brief
• Choosing a Typeface
• Consider using a recognizable object
Multiple Versions
Exercise: Creating a Design Brief
• Company Name
• Describe your company
• Who is your target
• Main competitors
Exercise: Creating a Design Brief
• How do your clients find you now
• How do you want your clients to perceive you
Choosing a Typeface
Sans-serif Serif
Example
Typography & Text Size
• Myriad Pro Condensed• Times New Roman
• Arial Narrow
• Body Copy: 10 point text
• Heading: 18 point text• Sub Heading: 14 point text
File Types
Raster Lossy Files
GIF JPEG PNG
Supported Colours 256 1000+ 1000+
Support Transparency Yes No Yes
Recommended Use Logo & Graphics Photographs Logo & Graphics
Raster Lossless Files• TIFF• PDF• EPS• PSD
Vector• EPS• PDF• AI
Choosing Colours• Good contrast between background
and font colours• Colours and graphics that do not
make text difficult to read
Choosing Colours• Coincide colours with company image• Apply colours to as many pieces of
marketing materials as you can think of• Good contrast between background and
font colours• Colours and graphics that do not make
text difficult to read
What Not to Choose•Do not use too many colours.
•Try to stay within the colour themes of your business
•Start off black and white and add colours afterwards
Consistency
Consistency
Create a Visual Identity Guide