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