Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ

2. You probably know that one of the most
interesting projects that a graphic designer can
take on is designing a logo.

3. However, most of the time, a logo is not enough.
Large organizations with layers of management
require a thorough brand identity system that
provides a unified vision and tools that help
everyone build the brand.

4. BRAND EXPERIENCE
IDENTITY
SYSTEM
LOGO

5. BRAND A Brand (or Branding) refers to the
perceived image and subsequent
emotional response to a company, its
products and services.

6. IDENTITY Describes the visual devices used to
represent the company. Identity systems
is a visual components package that is
paired with style guidelines and used as
a framework to ensure the corporate
image is cohesive and consistent.

7. LOGO Is the central, identifiable visual element
that helps customers discover, share and
remember a company's brand. It usually
takes the form of an icon (mark or
symbol), logotype, or combination of
the two.

8. 5 PRINCIPLES
OF EFFECTIVE
LOGO DESIGN
SIMPLE
MEMORABLE
TIMELESS
VERSATILE
APPROPIATE

9. PHASE 1

10. LOGO
&
IDENTITY
DESIGN
BRIEF
VISION,
GOALS
&
BRAND
PERSONALITY
MARKETING
ANALYSIS
&
CONSUMER
RESEARCH

11. This phase should be as thorough as required.
It’s the most crucial part of the overall process,
and should result in a design brief that guides the
rest of the project.

12. There are a couple of questions that will
help you understand the brand more.
- How is the brand perceived compared to
competitors in the market?
- What is the positioning statement of your brand?
- Who is your audience?
- What benefits do you want customers to associate
with your brand?
- What values & beliefs should the brand have
about the business?

13. The Design Brief
A design brief should contain summaries from the
research phase, such as: target audience(s), messaging
objectives, values and mission of the brand, and the
brand's products/services offered.

14. PHASE 2

15. LOGO
CONCEPT
&
DESIGN
IDENTITY
SYSTEM
&
RESOURCES
BRAND
&
STYLE
GUIDELINES

16. The Logo Concept
Get concepts down on paper and then expand on
those ideas. This can unlock new directions for
exploration and produce final solutions.
Pick the best sketched concept and iterate on it
digitally.

17. The Identity System
The identity system usually starts after the logo is
complete. The purpose of the identity system is to
form a systematic visual language around the logo.

18. The Style Guidelines
They contain and prescribe the logo’s usage rules,
typeface system, color palette, layout guidelines,
and more.
They exist so that others can create design collateral
and marketing materials that have a cohesive look and
voice.

19. PHASE 3

20. MONITORING

21. Regardless, over time, if your target
audience shifts, the market evolves, or the
brand's products and services change,
it may be time for a…

22. REBRANDING

23. The main challenge with rebranding is trying to
maintain familiarity and consistency so that your
customers will remember you.

24. Extended reading:
The Brand Gap
by Marty Neumeier
Dynamic Identities: How to Create
a Living Brand by Irene Van Nes
Branding Matters
by Jason VanLue
Logo Design Love: The
Book by David Airey
Designig Brand Identity
by Alina Wheeler
Brand Thinking
by Debbie Millman

25. Creative Market is a platform for handcrafted, mousemade
design content from independent creatives around the world.
www.creativemarket.com
facebook.com/crtvmrkt twitter.com/creativemarket
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