When the identity is flexible, it helps convey a brand’s visual essence cohesively. This helps establish a company, product, or service’s personality and message for the public.

A logo (or, in some cases, a title lockup) is the nucleus of the visual identity system. Think Google, Adidas, Pepsi, Disney, and Target. We all recognize their logos, but it’s the context of their identity systems that the logos live in that creates memorable experiences with their brands.

In this phase, you will design the logo or title lock-up, as well as the supporting visual elements that create an identity system for your event. You will consider your research, your audience, and the information expressed in your Creative Brief. You establish brand standards and style guides to ensure continuity/consistency across the various identity pieces you will create next (in the following projects).

Identity System Presentations
Should include:

+ Cover Page / Title Page (Event Name, Project, Project Phase, Your Name, Date)
+ Brief description of the project (based on research and creative brief)
– Target Audience
– Mission and Values
– Competitive Landscape (Who is your competition? What does your brand have that your competitors do not?)
– Peer Audit (Typography, Visual Identity, Language, etc. of Businesses and Companies in your peer group)
– Call to Action or Purpose
+ Naming process
+ Identity Rationale (approach and rationale to your visual solution)
– Project Tone (Formal, Casual, Informed, Rational, etc.)
– Messaging and Language
– Photography, Illustrations, Drawings, Vector, Pixel-based visuals
+ Logo(s) / Title Lockups
– Full color & in two sizes (3in & 1inch versions)
– Black & White & reversed
– With Tagline + variations/configurations  (if applicable)
+ Color palette
+ Typography (Title, Header, Subhead, Body, Quotes, etc.)
+ Identity extensions: supporting imagery, photography, handcrafted alphabet, backgrounds, patterns, textures, etc.
+ Possible applications (if desired)

Flexible Brands

Code Presentation

What is Flexible Branding? And Why does it matter? – Medium

Why a Flexible not Fixed Identity is a must for today’s brands – Mobile Marketer

City of Melbourne Branding – Behance

Readings

BrandNewWorlds_AndrewBlauvelt_

PracticeInIdentity

Amy Arntson: Graphic Design Basic – Gestalt Theory

Presentation of Identity System 

TBD

Past Class Examples

TREKKSERIES – Ricardo Sousa

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Made By Us – Brandon Marshall

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HAHA – Emily Corson

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Beautiverse – Evelyn Rendon

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Retro Nation – Andrea Sanchez