Kit of Parts all the core aspects of a complete identity design elements
Friday, January 20, 12
Creating Kit of Parts • Logo & Variations • Imagery Specifications • Color Palettes • Sound Signature • Containing Shapes • Animation • Typography • Taglines & Modifying Selection
Friday, January 20, 12
Copy
Logo & Variations
Friday, January 20, 12
• • • •
What is the main mark or signature? (e.g., icon only, icon + type)
• •
How are brand extensions handles? (e.g., a product logo)
Are there variations? (e.g., horizontal, vertical) What changes get made to vary size (e.g., redrawn for large scale use) What happens to the logo in various media? (e.g. thicker line weights for TV use)
How does the logo work with other related logos? (e.g. trademark icon)
Color Palettes • • • • •
Friday, January 20, 12
What is the primary color or color combination for the logo? Are there acceptable alternative colors? What about black and white usage? Can the logo be reversed? Reversed out of a containing shape only? What are the exact Pantone Matching System (PMS) numbers and CMYK, RGB values?
Containing Shape Is the logo designed to be contained within a shape? Always? Or only in specific circumstances? • • •
Friday, January 20, 12
If so, what shape? Does the shape ever change? Does the shape contain anything other than the logo?
Typography Selection • • • •
Friday, January 20, 12
What is the primary typefaces? Are there secondary fonts? Does the client need a range of weights? Italic too? What changes need to be made to the type selections in order to accommodate different media? (e.g., is the primary typeface a default font for web use or does an alternative need to be specified?)
Taglines & Modifying Copy • • • • •
Friday, January 20, 12
What is the primary tagline? Is there a secondary or alternative tagline? What typeface are these set in? What is the size ratio of logo to tagline? Are there any other modifying copy or symbols required? (e.g., copyright symbol)
Imagery Specifications If images, photographs , and/or illustrations are considered to be part of the identity system concept: • • • • •
Friday, January 20, 12
How are they used? When are they used? In what size ratio and proximity to the logo? Is there an image library? Where does it exist? How is it accessed? What if additional images are required in the future?
Sound Signature If the identity will be used in broadcast or web environments there will most likely be a sound component to develop: • • •
Friday, January 20, 12
Is there a musical or tonal signautre or sting? (e.g., Intel’s chime) When and how will sound elements be used? Will there be music? If so, what kind?
Animation If the identity will appear in other media besides print, especially broadcast or web environments, it may need to be animated • • •
Friday, January 20, 12
How will the logo behave when it is in motion? How does it move? How does it react with other visual and audio elements? When and how will the animated version of the logo be used?