David Airey dives into detail about visual identity and the design process in his book ‘Identity Designed’. It is an interesting book with a variety of case studies that he devolves into and dissects. In this book he also looks at client interaction and the strategic direction of design.
He starts off the book exploring the history of design and where it came from with the earliest origins of design can be see in ancient tribes followed through to today. Through out civilization (a collection of humans working together) they would be gave all different form of differentiating visual mark to aware, identify and enhance their novelty. As humans progressed this bases hasn’t changed.
We are surrounded by identity even if we don’t know it through visuals, hearing, smelling or even feeling. A great example of this is the chemicals they use in the water at Disney world which brings a familiar yet unique smell that reminisces of nostalgia and memories.
Symbolism is usually seen as the heart of visual identity. For most companies this is only one piece of the puzzle. Although, brand services usually create memories of a brand, it is the identity that can visually communicates the quality of the brand.
To be a successful brand it must hold its identity tight and contain consistency throughout. This can be achieved through using the same typefaces throughout to customer experience, the brand must align.
“Consistency is often wrongly associated with sameness, but it can mean consistently distinctive and vibrant.”
I really liked this quote as it corrected the false narrative that for a brand to be consistent it must stand its ground and not experiment with anything. Instead, it has showed me that alternative factors can be consistent through alternative measures. When you stick to the same standards it becomes a pattern and when other companies do the same structure the brand is no longer unique. This can wash away your own identity.
The next part of the book discusses a various of different case studies showing the
practices,
client expectations,
research & strategey
Generating ideas
developing touchpoitns
implementing style guides
futureproofing designs