Identity systems for Design Students
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The document provides guidance on developing an identity system to accompany a logo. It explains that the identity system should form a visual language around the logo by utilizing complementary design elements. Students are instructed to review their brand goals and create cohesive identity assets like letterhead, business cards, and envelopes. The identity system should reinforce the brand values through unique design choices and a unified style. Considerations like font size, duplication, and titles are discussed for designing effective business cards.
Identity systems for Design Students
- 1. IDENTITY SYSTEMS @get_hoodzpah #gettinbizy Laguna College of Art + Design Professional Practices Fall 2014
- 2. “The identity system usually starts after the logo is complete. The purpose of the identity system is to form a systematic visual language around the logo — one that compliments the design thinking of the logo and offers a family of useful, flexible elements that will help to design @get_hoodzpah #gettinbizy marketing and business collateral.” Gerren Lamson IDENTITY SYSTEMS
- 3. STEP 1: REVIEW YOUR GOALS Look back to your brand questionnaire we had you fill out. Review what the goals were behind your brand. What did you want to convey about your level service, skills, and personality? Get refocused on those goals, and then approach your identity system, thinking of unique ways to draw from your logo, and make functional pieces that will serve you as a freelancer and someone looking for work. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS
- 4. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS Deliverables:
- 5. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Deliverables Letterhead (for resumes, cover letters, etc) A. 8.5”w x 11” high trim size B. .125” bleeds C. Color process: although these days it can be just as cheap to print digital 4-color process (CMYK) consider how your design will work in 1 or 2-color too, as Dana will be taking you to letterpress and screenprint these next semester.
- 6. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Deliverables Envelope (to send mail to prospective clients and employers) A. Research the size that works best for you. Kellypaper.com has a great selection of colored envelopes, etc. B. Color process: although these days it can be just as cheap to print digital 4-color process (CMYK) consider how your design will work in 1 or 2-color too, as Dana will be taking you to letterpress and screenprint these next semester.
- 7. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Deliverables Business Card (to send and hand out to future clients and employers) A. 3.5” x 2” high trim size for standard size. Consider: using odd sized business cards could cause yours to either get lost in the shuffle (if too small), or stick out and be inconvenient in wallets (if too big). B. .125” bleeds C. Color process: although these days it can be just as cheap to print digital 4-color process (CMYK) consider how your design will work in 1 or 2-color too, as Dana will be taking you to letterpress and screenprint these.
- 8. Plus! Add in at least one of the following extra identity assets that best suits your goals and needs: @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Deliverables Stamp that uses an original design that supplements your brand style, aesthetic and goals. Pattern: Are you going to be doing a lot of online promotion and will you need a cool pattern to make your social media site backgrounds “wow” even more? Create a pattern that supplements your brand. Custom patch you use as promotion for yourself.
- 9. @get_hoodzpah #gettinbizy Cont… IDENTITY SYSTEMS | Deliverables Custom Field Notes book cover design you could have printed and send to potential clients and employers as gifts. Custom pin Custom T-shirt Custom sticker for branding packages you send out. Custom Thank You card design
- 10. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS Things to Consider:
- 11. The identity system should look cohesive. Carry over fonts, colors and design elements from your logo and create a unified looking set. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Things to Consider
- 12. The system should restate your brand values in a unique way. This doesn’t have to be verbally, but it should stay in line with your brand goals. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Things to Consider
- 13. IDENTITY SYSTEMS | Things to Consider Try designing all the pieces together to get a sense for how they will work together and play @get_hoodzpah #gettinbizy off of one another.
- 14. Consider designing a pattern even if you don’t choose it as your extra identity asset. Patterns can be great to have in pocket and to apply to various pieces to make a cohesive campaign. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Things to Consider
- 15. Reference your website on your identity assets. If they lose your card or your portfolio pdf link, they still have a link to your site on the envelope you sent your resume in, and they can find you there. Leave nothing to chance. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS | Things to Consider
- 16. @get_hoodzpah #gettinbizy IDENTITY SYSTEMS The Business Card:
- 17. @get_hoodzpah #gettinbizy Font sizes: SMALL INTERACTIONS | Twitter On a business card, the smallest you’d want to get with a font would probably be 7.5 pt. However if the font is capitalized you might get away with 7pt. Generally 8 - 9pts is a good body copy font size, and 10-11pt for more important info is a good area.
- 18. @get_hoodzpah #gettinbizy SMALL INTERACTIONS | Twitter Don’t Duplicate: Did you put the logo on one side of the card? Then leave it off of the other side. Keep it clean and to the point.
- 19. @get_hoodzpah #gettinbizy Title: SMALL INTERACTIONS | Twitter Not sure what to call yourself? At the very least list “graphic designer”. Don’t use words like “extraordinaire” or “master of the universe”. It’s a bit egotistical and most likely inaccurate. If you’re going to get funny, but more subtle about it.
- 20. @get_hoodzpah #gettinbizy Get Bizzy With It