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