Now we know the target, the aim is steady, and the hands are calm. It is time to load the right bullet.
This is the visual part, where you create the face of the brand. In today’s business landscape this is crucial. It is not only about the logo; it is about the entire system that works together to form a consistent and memorable identity.
Identity design is not an exact science, but there are rules of thumb that have proven themselves throughout human history of visual communication.
A good way to show it is trough this example: 
Which shape would you call "Zigy" and which "Bulbo"?
There is a good chance you'd call the sharp-edged one "Zigy" and the other "Bulbo".
This in a nutshell is what visual identity tries to achieve by pairing the right feeling with the right visual
This in a nutshell is what visual identity tries to achieve by pairing the right feeling with the right visual
Now that we know what's this section about, let's see what
are the thing the visual identity is built of.
are the thing the visual identity is built of.
1. Align with Strategy
> Reconfirm vision, positioning, target audience, and brand personality.
> Defined success criteria for the identity: distinctiveness, recognition, usability, accessibility.
2. Creative Platform
> Moodboards and references to help with further design decisions.
> Defined Identity principles that guide every design decision.
> Do and do not list to prevent drift.
> Defined Identity principles that guide every design decision.
> Do and do not list to prevent drift.
3. Logo System
The Objective of the logo is to express the personality of the brand.
It should make sense in the context of strategy.
It should make sense in the context of strategy.
> It can be a wordmark or symbol + wordmark.
> Clear space, minimum sizes, safe areas
> Color versions: full color, one color, reversed.
> Clear space, minimum sizes, safe areas
> Color versions: full color, one color, reversed.
4. Typography
Choose typefaces that go together with the tone of voice.
> Hierarchy – how will the Headlines, sub-headlines and
Body copy work together
> Font tracking, leading, scale, and pairings.
> Web fallbacks for situations when inteded font can't be used
Body copy work together
> Font tracking, leading, scale, and pairings.
> Web fallbacks for situations when inteded font can't be used
5. Color System
Colors are an important tool to evoke the right feeling from the viewer, they will help to support the content that is written or shown.
There are long-established rules that will help to decide the right choice for the brand.
> Defined primary, secondary, neutrals, and accent colors.
> Provide HEX, RGB, CMYK, and Pantone values.
> Include usage ratios.
There are long-established rules that will help to decide the right choice for the brand.
> Defined primary, secondary, neutrals, and accent colors.
> Provide HEX, RGB, CMYK, and Pantone values.
> Include usage ratios.
6. Grids, Layouts, and Spacing
Grids and layouts play a big part in ensuring visual consistency throughout a long time span. Also, it will help with time sink - it's always good that you don't need to create every material from scratch.
> Establish grids, columns, margins, and baseline rules.
> Define a spacing scale and alignment rules.
> Provide templates for social, decks, ads, posters, and print.
> Establish grids, columns, margins, and baseline rules.
> Define a spacing scale and alignment rules.
> Provide templates for social, decks, ads, posters, and print.
7. Core Design System Elements
Depending on the creative concept, there can be additional graphical elements that support the visuals. Usually they can help to differentiate between categories and make long time use not so monotone.
> Iconography, illustration style, patterns, textures.
> Photography direction: subject, lighting, framing, post.
> Motion principles: easing, duration, usage rules.
> Optional: sonic marks and UI sound cues if the brand needs them.
Depending on the creative concept, there can be additional graphical elements that support the visuals. Usually they can help to differentiate between categories and make long time use not so monotone.
> Iconography, illustration style, patterns, textures.
> Photography direction: subject, lighting, framing, post.
> Motion principles: easing, duration, usage rules.
> Optional: sonic marks and UI sound cues if the brand needs them.
8. Collateral Applications
In the digital age this category has lost a little bit of its importance, but people still like to have something real in their hands, and it makes your brand more real in their eyes.
> Business cards, letterhead, envelopes, folders.
> Presentation templates and document headers.
> Signage and environmental examples if applicable.
> Signage and environmental examples if applicable.
9. Merchandise and Tangible Touchpoints
As brands fulfill the role of not only problem solvers but community makers, there is a point in making things that are not specifically business oriented, but lifestyle oriented.
Two ways to go about it:
A. Out of Office - create items people love to wear because of their design, and your brand gains subtle association.
B. In-office - Create something that people can wear as representation of your brand. (They won't wear it out of office, because as great as your brand can be, no one wants to be a walking billboard)
> Apparel, tote bags, stickers, pins, packaging inserts.
Two ways to go about it:
A. Out of Office - create items people love to wear because of their design, and your brand gains subtle association.
B. In-office - Create something that people can wear as representation of your brand. (They won't wear it out of office, because as great as your brand can be, no one wants to be a walking billboard)
> Apparel, tote bags, stickers, pins, packaging inserts.
10. Digital Adaptation
We live in a digital world and this usually is the place where most of your advertising will be seen so it's important to have good guidelines in place on how these materials will look like.
> Web styles: buttons, forms, typography
> Favicon, app icons, splash screens, OG images, email templates.
> Web styles: buttons, forms, typography
> Favicon, app icons, splash screens, OG images, email templates.
11. The Identity Book
Compile all rules and examples into one guide so it's easy for designers and other creatives to build consistent visual materials.
> Rationale, do and do nots, and design system steps.
> External assets - vector logos, graphics and typefaces files.
> Rationale, do and do nots, and design system steps.
> External assets - vector logos, graphics and typefaces files.