Visual identity (brand and logo design) for small business guide

30/04/2015

howtomarketing VISUAL IDENTITY

Module 1 – Identify HOWTO Market My Small Business

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In this section + WHAT IS VISUAL IDENTITY? + BRAND PROMISE AND STYLE + COLOURS + FONTS + DESIGN + VISUAL IDENTITY GUIDES/STYLE SHEETS

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Visual Identity

+ Visual Identity is a core component of brand + Brand > visual identity > logo but all related + Visual identity is visual design elements that make up your brand including logo, brand colours, fonts and style + Successful visual identities reflect your overall brand promise

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+ The above is from a website devoted to well known visual identities – famouslogos.net + What do you think, feel, believe when you see a particular logo or visual identity? + Fun? Stylish? Cheap? Fast? Secure? Luxury? Retro?

Reliable? Relaxing?

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1. Brand promise and style

+ Your brand or positioning story + Your vision and point of difference? + What are you promising? + Research other logos or brands that portray a similar promise + Differentiate yourself from your competition + Tagline? Or short slogan with your logo?

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2. Colours

+ Select one or two main colours and then supporting colours + Red = energy, excitement, immediacy + Orange = confidence, risk and affordability + Yellow = warm, optimistic + Green = renewal, health and healing + Blue = reliability, conservative

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2. Colours

+ Complementary – opposite each other + Analogous – next to each other + Triadic – evenly spaced from each other + Warm vs Cool + Warm (reds and yellows) + Cool (blues and greens)

Image courtesy of Sailom/freedigitalimages.net HOWTO Market My Small Business

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3. Colour breakdowns

+ RGB – this stands for Red-Green-Blue and is the most appropriate colour breakdown when choosing a colour for computer screens + RGB 0-138-151

+ CMYK – this breakdown is used for printing with ink. It stands for cyan (a blue colour), magenta (a reddish colour), yellow, and key (representing ‘black)’ + CMYK 100-0-31-24

+ PMS (Pantone Matching System) – Pantone colors are a result of specific mixtures of ink and can overcome some of the inconsistencies you may get with calibration between different printers that can result in minor CMYK variances + Pantone 321C HOWTO Market My Small Business

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4. Fonts

+ 2 – 3 fonts

+ One serif + One san-serif + Font styles + Learn how to preserve or embed your fonts if they are customised or unusual

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5. Logo design

+ File types – JPEG, PNG, EPS + Different backgrounds + Black and White, Colour

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6. Visual identity guide

+ Create a visual identity guide or a style sheet + A sample can be found attached to this module

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Headings Heading 1 – Segoe Script bold 17 Teal

Heading 2 – 14 bold Arial – charcoal

Heading 3 – 12 bold Arial – black Body Text

Arial 11 for body text (for materials predominately read on screen)

Garamond 11 for body text in printed materials Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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Hiring a professional

+ Create written briefs for designers + A template for a brief be found attached to this module

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RECAP – In this section + WHAT IS VISUAL IDENTITY? + BRAND PROMISE AND STYLE + COLOURS + FONTS + DESIGN + VISUAL IDENTITY GUIDES/STYLE SHEETS

HOWTO Market My Small Business

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© 2012-­‐2015 MY PR plus HOWTOMARKETING™

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