INTRO TO IDENTITY DESIGN

THEORY

BRANDS

"The perceived image and the emotional response to the company, its products and services; the relationship of organisation and audience."

• used to build awareness

• extend customer loyalty

• not just a brandmark

• brand encompasses the organisation's values, reputation and aspirations

BRAND IDENTITY

"The visual aspects that form part of the overall brand."

• a company's reputation is one of the most valuable assets

• establishes personality, beliefs, attributes

• strong brand awareness will increase profit

• appeals to senses

• fuels recognition

• amplifies differentiation from competitors (unique)

• makes the ideas of organisation accessible

BRAND GUIDELINES

• (visual devices used are assembled within a set of brand guidelines)

• inform how identity is applied

• includes devices such as colour palette (PMS, RGB, CMYK), fonts, layouts, measurements

• ensure identity is coherent

BRAND ASSETS

• tangible elements of brand identity

SYSTEM THINKING

• system thinking allows brand identity to support the brand as a whole

• colour, shape, etc.

BRANDMARKS

"Identifies a business in its simplest form via the use of a mark or icon."

SIGNATURE

composition of logotype, brandmark and tagline

WORDMARKS

distinctive design using words

LETTERFORM MARKS

unique designs using letterforms

PICTORIAL MARKS

literal mark that alludes to name/function of organisation

ABSTRACT MARKS

used to convey big ideas

EMBLEMS

composition of shapes letterforms that connects to the organisation

DYNAMIC MARKS

core principle in different contexts, fluid

STUDIO

CHOICE OF ORGANISATION: Lane Way (Arts Precinct)

★ NOTES FROM ANGELINA

• colour is secondary

• mindmap ideas

• can deviate from criteria, but justify in rationale