00:00Developing a strong visual identity system.
00:04You have done the hard work of researching, analyzing, and proposing a clear brand direction.
00:10The client concedes and wholeheartedly endorses the strategic plan.
00:15Looks great in theory.
00:17However, it's now time to make it real by actively creating and implementing the visual system.
00:24When people have trouble understanding or agreeing.
00:27Design can effectively demonstrate and communicate the idea to a tangible level.
00:33You might begin designing a visual approach with a logo, which is a good starting point.
00:38However, a logo will consistently never exist in a situation of isolation.
00:44While you might certainly perceive it individually on the screen,
00:47the audience will always acknowledge and understand it in its whole context.
00:53The entire identity system, or how the logo and other elements interact,
00:58will either support the brand message or create confusion.
01:02An identity system is the combination of all the elements that work together to maintain a singular voice for the brand.
01:10The logo is one part.
01:12And there may be horizontal, vertical, and stacked variations.
01:16The identity system also includes a proprietary color palette,
01:21a selection of typefaces for headlines and body text,
01:25and additional elements such as iconography, copy styles materials, and image style if needed.
01:32Think of an identity system as a set of Lego bricks or color blocks.
01:37There are multiple elements that combine to create new ideas.
01:40You can build all kinds of structures with Lego bricks.
01:44But whether it's a house or car, they will always maintain their distinctive aesthetic.
01:50However, if you try to mix Lego bricks with wooden blocks, then the result is disjointed.
01:56Identity systems work similarly.
01:59Different parts can combine in various ways,
02:01but this system falls apart when an incompatible element is introduced.
02:05An identity system will be passed on to other designers and creative partners.
02:11Consider who will be using it once you've completed it.
02:14Is it a close second group of skilled designers or a broader group within the organization?
02:20If it's a creative company with talented designers in-house,
02:25you might design a system with more variables and options with a broader color palette,
02:30more typographic choices, and different approaches to imagery.
02:34Providing skilled designers with creative freedom ensures
02:38they are less likely to stray from your system.
02:41Conversely, if the client has no in-house design team
02:45or will hand the identity system to a wide range of partners,
02:49it may be wise to create a more stringent system.
02:52Limit the color palette to one or two options.
02:55Use only one typeface and one style of images.
02:59The goal is consistency and maintaining the brand message.
03:03Fewer options help create a cohesive style with a lower risk of visual inconsistencies.
03:09Maintaining an identity system and brand message leads to easy recognition by the audience.
03:15If the message is simple and clear, and the visual language is unique and compelling,
03:21the audience will eventually recognize the brand even without the logo or product.
03:26In our world, where millions of visual messages compete for attention,
03:32this is essential for a company's success.
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