I D E N T I T Y & B R A N D

I D E N T I T Y

The term graphic identity typically refers to the logo of a company, usually supported by system of rules and

guidelines that establish how a company will represent itself through advertisements, collateral, stationery, signage,

vehicles, etc.

Identity ≠ Brand

While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.

The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of

brand to successfully change.

Identity ≠ Brand

While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.

The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of

brand to successfully change.

Identity ≠ Brand

While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.

The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of

brand to successfully change.

Identity ≠ Brand

While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.

The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of

brand to successfully change.

Identity ≠ Brand

While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.

The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of

brand to successfully change.

Identity ≠ Brand

While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.

The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of

brand to successfully change.

B R A N D

A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,

intuitive beings, despite our best efforts to be rational.

What is your gut feeling about the companies above?

How did you arrive at those feelings?

A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,

intuitive beings, despite our best efforts to be rational.

What is your gut feeling about the companies above?

How did you arrive at those feelings?

A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,

intuitive beings, despite our best efforts to be rational.

What is your gut feeling about the companies above?

How did you arrive at those feelings?

A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,

intuitive beings, despite our best efforts to be rational.

What is your gut feeling about the companies above?

How did you arrive at those feelings?

A brand is a person’s gut feeling, because in the end the brand is defined by individuals, not by companies,

markets, or the so-called general public.

Each person creates his or her own version of it.

While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product.

When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

=

In other words, a brand is not what you say it is. It’s what they say it is.

In other words, a brand is not what you say it is. It’s what they say it is.

In other words, a brand is not what you say it is. It’s what they say it is.

In other words, a brand is not what you say it is. It’s what they say it is.

In other words, a brand is not what you say it is. It’s what they say it is.

In other words, a brand is not what you say it is. It’s what they say it is.

In other words, a brand is not what you say it is. It’s what they say it is.

The Brand Gapby Marty Neumeier

Consistency is established by publishing a Identity Standards manual that will guide practitioners through

any usage they might encounter.

BBCi brand guidelines

DRAFT version 2.2April 21st 2005

Stan

dard

s

Dow Corporate Identity StandardsUse of the DOW Diamond

September 2002

1

Visual Identity Guidelines

CorporateidentityguidelinesVersion 2.2 July 2003

Opt 48398 0703

Guidelines/Standards—The first goal of implementing an approved identity program is to establish consistent usage across a company.

What a logo is and does, by Paul Rand

A logo is a flag, a signature, an escutcheon.

Escutcheon is the term used in heraldry for the shield displayed in a coat of arms.

A logo doesn't sell (directly), it identifies.

A logo is rarely a description of a business.

A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

A logo is less important than the product it signifies; what it means is more important that

what it looks like.

I D E N T I T Y: S TAT I O N E R Y

Your stationery should:

Embody how your company wants to be seen by others

Demonstrate a logical extension of your logo and overall business identity

Clearly present necessary information with a clear and engaging design

Establish a consistent style of usage that can be extended to other uses

Questions

What is the most important part of the logo?

How can I create a hierarchy of information?

What kind of business card would this type of company have? Colorful/fun/boutique, or monotone/sterile/definitive/

corporate?

Strategies: 1. Size

2. Space3. Color & Contrast

1. SizeCreate a hierarchy of information by varying type size, weight, and width. Use a type

family with a good range of fonts.

1. Size

1. Size

1. Size

2. Space

Create hierarchy through space only

Working with the grid: symmetrical/asymmetrical

Law of Thirds & the Golden Section (see handouts)

Positive/negative

Correspondence: creating alignments and intersections

2. Space

The typographic grid is a proportional regulator for composition, tables,

pictures, etc...The difficulty is: to find the balance, the maximum of conformity to a rule with the maximum of freedom. Or:

the maximum constraints with the greatest possible variability.

—Karl Gerstner, 1961

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

2. Space

3. Color & Contrast

3. Color & Contrast

3. Color & Contrast

3. Color & Contrast

3. Color & Contrast