IDENTITY

Identity is the consistent use of:
Logo
Colors
Typography
Graphic Elements
Illustration
Photography

Whenever I work on a project, I’m building identity. The design is cohesive with preexisting pieces using the same typefaces, colors and other graphic elements to create unity between them. They are recognizable as the same entity, the same voice.

feeling
reputation

All of this carries over to
advertising
marketing
business communications
social media


What an identity package includes:

Ownership of the identity.

Logo files

vector files

Vector artwork is

Adobe Illustrator (.ai)

mathematical equation

For example

without loss of image quality or resolution (they are called resolution-independent files)

Spot Colors for use with
Process Colors

scalable any size as large as a billboard or side of a building

WEB COLOR (RGB)
The colors you see on your screen

single-color files

TYPOGRAPHY

GRAPHIC ELEMENTS
Iconography
Alignment

Style Guide detailing how to maintain consistency in elements

RASTER FILES

FULL COLOR (CMYK)

 

When printing in full color, tiny dots of cyan, magenta, yellow, and black (CMYK) are used in combinations to create the printed colors you see. For example, 100% magenta and 100% yellow will create a bright red. Add 10% black to get a deeper red. Add a little cyan to get yet another red variation.

ADVANTAGES:
Unlimited color
Color photographs and images
Sometimes less expensive

DISADVANTAGES:
Colors may shift
Limited stock selection
Sometimes more expensive

SPOT COLOR

When printing spot colors, inks are mixed to match a color guide.

ADVANTAGES:
Consistent color
Reusable printing plates
Sharp edges
Large stock selection
Often less expensive

DISADVANTAGES:
Limited color
Sometimes more expensive

IDENTITY DESIGN PROCESS

Meet with client to find out more about the business

Philosophy
Strategy

What you

Round 1: Initial Roughs
three directions concepts

Feedback: What did you like/dislike?

Round 2
Using your feedback, I make adjustments and explore more refine

No-nos

Please keep in mind, design is not a collaborative effort

Don’t follow trends

same typefaces, template logos

These elements make you look like everyone else—the exact opposite of my goal when creating a good identity

By definition, a trend is

I’ve seen trends come and go (remember the age of the swoosh?), and I’m able to recognize them

you hired me because you like my work

it’s objective

DESIGN OBJECTIVES

Not a collaboration

Original, individual, recognizable represents the business

convey feeling for business

aesthetic represents the entity accurately

Individual and original different does not follow the latest trends by definition

had clients come to me wanting to look like that

exactly what I try not to do.

WHY HIRE ME?

EXPERIENCE

I pay for and know how to use industry standard software
I constantly research and purchase typefaces.

design sense

I know what will and won’t work

I’ve worked with press operators