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

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.

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

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.

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.
LOGO

SIMPLE
MEMORABLE
5 PRINCIPLES
OF EFFECTIVE
LOGO DESIGN
TIMELESS
VERSATILE
APPROPIATE

Who
involves?
Brand
founder/owner
Strategic
manager
Art director
Designers
Copywriter

When to
Starting
up
Expanding/D
ownsizing
Acquiring-
Merging
Changes
coming

PHASE 1

LO
IDE
D B
V
G
B
PER
MARKETING
ANALYSIS
&
CONSUMER
RESEARCH
VISION,
GOALS
&
BRAND
PERSONALITY
LOGO
&
IDENTITY
DESIGN
BRIEF

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.

Thereare a couple of questions that will help you
understandthe brand:
• How is the brand perceived compared to competitors
in the market?
• What is the positioning statement of your brand?
• Who is your audience?
• What values & beliefs should the brand have
about the business?
• What benefits do you want customers to associate
with your brand?
-
-
-

The Design Brief
Adesign 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.

PHASE 2

GO
CEPT
GN
TY
M
ES
LOGO
CONCEPT
&
DESIGN
BRAND
&
STYLE
GUIDE
IDENTITY
SYSTEM
AND
RESOURCES

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.

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.

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.

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

Q & A