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Visual Identity

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by

Alena Zubareva

on 28 October 2013

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Transcript of Visual Identity

Visual Identity
Visible elements of a brand, such as color, form, and shape, which encapsulate and convey the symbolic meanings that cannot be imparted through words alone
Visual Identity consists of three main components
Primary Component: The Graphic Mark

Secondary Component: The Stationary System

Tertiary Component: Cross-Media Application
Primary Component: The Graphic Mark
A graphic mark is any word, name or symbol used to identify one entity from another entity. In commerce this mark is commonly called a trademark.
Types of graphic marks
Word mark
Secondary Component: The Stationery System
The stationery system is an arrangement of the design elements of the graphic mark, corporate colors, and typography
- when an organization’s name is designed in a unique style
Symbol
- when an organization chooses to use a graphic identifier
Logo
- when an organization uses the combination of the word mark and the symbol
The Stationery System
Color scheme- organization should select actual colors from a universal color matching system such as the Pantone® Matching System
Compatible typography- in a visual identity system is typefaces that complement the signature or logo
Tertiary Component: Cross-Media Application
Cross-media application of the visual identity program involves the integration of a unified visual image across multiple forms of visual communications media
Media Channels for Visual Identity
Brochures
Newsletters
Invitations
PRINTING
ADVERTISEMENT
Broadcast
Online
Signs /Building Exteriors
Billboards
Banners
Storefronts
Rolling Stock

Trucks / Vans
Trains
Planes
Branding strategy
To create a unique visual and verbal presence
To own an identifiable attribute
Your construct is used across media, creating a coherent personal brand voice and visual communication
Personal branding is based on your target audience
Visual identity for organizations
Brands and organizations of all kinds have personalities, and most of what we know about the organizations comes through what we see. And what we see make up a concept known as visual identity.
Visual identity purposes
represents an organization’s values and philosophy

corporate communication
Full transcript