Before creating a brand identity (logo) or rejuvenating a brand identity, we should do a visual audit of other identities with the same brand name. This presentation elucidates one of the methods of conducting a visual audit for identifying the zone for brand identity development

1. How to Classify the Visual Space
of a Brand Identity

2. Objective
To do a visual audit for a brand
name before creating a brand
identity

3. Example: Delta
• Lets take a dummy brand name
say ‘Delta’
• To understand visual associations
with the word ‘Delta’
• How other brands with the name
‘Delta’ have coined their brand
identity?

4. What we did?
• Secondary scan on the
Internet to find brand
identities with the word Delta
• Since Delta is associated with
a well known symbol, we
created two zones i.e., Logos
with Delta Symbol and Logos
with Non-Delta Symbols
• Analysis of the Brand
Identities
• Within these zones we
Identifying sub-zones of
operation

5. • USE OF DELTA SYMBOL IN THE LOGO
– Use of Multiple Delta Symbols
– Use of Delta Symbol Instead of an Alphabet
– Delta Written within the Delta Symbol
– Articulation Through the Symbol
– Delta as a SYMBOL
• USE OF NON-DELTA SYMBOL IN THE LOGO
– Use of Associations to Communicate the Brand Idea
– Use of Solid Outer Forms
– Play with the Font Style
– Use of External Visual Hooks
Classification Parameters for Delta

6. USE OF DELTA SYMBOL

7. • Shape of a pyramid is the natural shape
associated with the word delta
• When we have multiple such shapes
bundled together or interlinked with
each other then we get motion into the
identity
• Many delta symbols together cue moving
forward when they are moving
horizontally and can cue growth when
moving upwards
USE OF MULTIPLE DELTA
SYMBOLS

8. • Symbol (visual hook) is either
used for letter ‘A’ or ‘D’
• Tightly couples the visual hook
and the text in the identity
• Creates a solid unit with a simple
triangular shape, however; as a
standalone unit it may be difficult
to be identified with one
particular identity
USE OF DELTA SYMBOL
INSTEAD OF AN ALPHABET

9. • There is a solid unit in the form of a
noticeable and familiar unit of Delta
• Allows one or two color brand identities to be
possible
• Identity looks tightly coupled
DELTA WRITTEN WITHIN
THE DELTA SYMBOL

10. • Most of us know that a triangular form is
closely associated with word Delta
• Creating a strong visual hook within the
triangular form leads to an opportunity to
convey what Delta stands for
• In some case it could be Fitness, in others it
could be about a path, etc.,
• In short, we can play with the triangular form
to depict the essence of the business
ARTICULATION THROUGH
THE SYMBOL

11. • Delta as a visual hook is a bit risky for the
brand because it is difficult to own the same
• We can see in the two logo’s on the LHS, its
difficult to identify the brand with only the
symbol which is commonly associated with
the word Delta
DELTA AS A SYMBOL

12. USE OF NON-DELTA SYMBOL

13. • We have strong associations with some
standard symbol e.g. a train, music notes,
think cloud bubble, etc.,
• When we use that as a key visual hook then it
becomes very easy for customers to identify
what the brand does for them
• Also, it keeps the brand identity clean and
compact
USE OF ASSOCIATIONS TO
COMMUNICATE THE BRAND IDEA

14. • Incase of a company that is not into
consumer products, this serves as a solid
unit
• Best part about solid unit is the simplicity
in the identity and the flexibility to have
lesser colors
• Allows the organization to own the color
and also the form
USE OF SOLID OUTER FORMS

15. • When we have a identity where the whole
play is with the font then its difficult to create
a strong visual hook that will stand out as a
recognizable unit
• Font styling does all the differentiation, from
a youthful to a naughty to an expert,
everything can be communicated with the
font styling
PLAY WITH THE FONT STYLE

16. • External visual hook if designed with
relevance to the nature of the business then it
can serve as a strong symbol of recognition
for the brand
• One of the drawbacks of this approach is that
the identity is not tightly coupled which
means if our brand is going to extend into
packaging formats it may not be advisable to
use this form
USE OF EXTERNAL VISUAL HOOKS

17. THANK YOU!
H2C: Happy2Connect
Anuj Chaudhary Ms. Riddhi Chokhawala
Head, Business Development Creative Head
anuj.chaudhary@happy2innovate.com riddhi.chokhawala@happy2innovate.com
+91 9833254302 +91 9819870757

18. Thank you!