Stages of visual identity development

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The basis for developing visual identity is the principle "from the inside out". That is, the development of any element, its design is determined by the values ​​and goals of the company. This process can be divided into several independent stages:

defining the core values ​​and strategic goals of the company;

creation of a system of identifiers aimed at achieving the company's goals;

implementation of the received event planner email list identifiers;

evaluation of effectiveness and monitoring of compliance with graphic standards.

The first stage involves conducting an analysis of the company's activities, communicating with various categories of employees, identifying the main preferences and principles of the company's development. The data obtained is analyzed and compared with information about competitors.

Based on the information received, the company's main position is selected, a list of necessary identifiers is compiled, consultations are held on issues of branding, design, etc. It is extremely important that the need to create and use a visual identity is understood not only by the company's management, but also by its entire staff.

The second stage is the development of identifiers. Each of them should be practical (easy to use), aesthetic and evoke the desired emotion in the consumer. By the way, the success of the entire project depends on emotions. With their help, it is possible to form a client's attachment to the company, which is the basis for creating a brand.

The designer is the main participant in this stage, as he gives emotional coloring to the created elements.

Basic stages in developing an identity:
Development of a company name and slogan (if necessary). As the hero of one well-known cartoon said: "As you name your ship, so it will sail for you!"

The name should not only be memorable and original, but also, first and foremost, reflect the type of activity.

You can come up with it yourself, or you can entrust this work to professionals who will make your task easier and save your time.

A company slogan is a tool that can be used to convey the company's core values ​​and characteristics in a few words or phrases.

Development of the company name and slogan

At first glance, it may seem like a very easy task. But it is not quite so. The development of a slogan should be based on a healthy combination of a creative approach, originality, adherence to the basic principles of marketing and full immersion in the customer's business.

Logo development is one of the main tasks in creating an identity . A logo is a kind of business card of your brand. It should look equally good on any formats and various media - from small packaging to a huge advertising structure.

Through it, the consumer should understand the company's core values ​​and scope of activities. It should go well with the name and advertising slogan, be simple and memorable.

Development of corporate identity. After the logo has been created, you can move on to this stage. The corporate color scheme and fonts are selected, and visual elements are placed on various media. The design of official forms, business cards, notebooks, pens, and other corporate products is developed.

If you have an online business, the next step will be to develop a company website . It should contain a corporate logo, colors and be executed in corporate fonts.

Corporate character - mascot . Using an advertising character (real or fictional) is an excellent additional technique for ensuring brand recognition and creating a mood that corresponds to the company's line of business.

On baby food or diapers, it is a cute newborn baby, causing affection and a desire to show care for it. Energizer batteries have a funny hare that is always on the move.

Finally, a brand book is developed . This is a kind of bible of the company, containing information about philosophy, main goals, corporate style and logo, rules for the design of advertising materials, etc. This document is for internal use only.