Understanding visual identity (logos and brand) for small business. FREE handout. Extract from the How To Market My Small business Course: https://www.injust5.com/downloads/market-small-business-course/ Explanatory video and template for this resource at: https://www.injust5.com/2016/08/04/graphic-design-basics-small-business/

1. 30/04/2015
©
2012-­‐2015
MY
PR
plus
1
howtomarketing
VISUALIDENTITY
Module 1 – Identify
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
1
HOWTO
Market
My
Small
Business
+ WHAT IS VISUAL IDENTITY?
+ BRAND PROMISE AND STYLE
+ COLOURS
+ FONTS
+ DESIGN
+ VISUAL IDENTITY GUIDES/STYLE SHEETS
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
2
In this section
HOWTO
Market
My
Small
Business

2. 30/04/2015
©
2012-­‐2015
MY
PR
plus
2
+ Visual Identity is a core component of brand
+ Brand > visual identity > logo but all related
+ Visual identity is visual design elements that make up
your brand including logo, brand colours, fonts and
style
+ Successful visual identities reflect your overall brand
promise
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
3
Visual Identity
HOWTO
Market
My
Small
Business
HOWTO
Market
My
Small
Business
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
4
+ The above is from a website devoted to well known
visual identities – famouslogos.net
+ What do you think, feel, believe when you see a
particular logo or visual identity?
+ Fun? Stylish? Cheap? Fast? Secure? Luxury? Retro?
Reliable? Relaxing?

3. 30/04/2015
©
2012-­‐2015
MY
PR
plus
3
+ Your brand or positioning story
+ Your vision and point of difference?
+ What are you promising?
+ Research other logos or brands that portray a similar
promise
+ Differentiate yourself from your competition
+ Tagline? Or short slogan with your logo?
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
5
1. Brand promise and style
HOWTO
Market
My
Small
Business
+ Select one or two main colours and then
supporting colours
+ Red = energy, excitement, immediacy
+ Orange = confidence, risk and affordability
+ Yellow = warm, optimistic
+ Green = renewal, health and healing
+ Blue = reliability, conservative
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
6
2. Colours
HOWTO
Market
My
Small
Business

4. 30/04/2015
©
2012-­‐2015
MY
PR
plus
4
+ Complementary – opposite each
other
+ Analogous – next to each other
+ Triadic
–
evenly
spaced
from
each
other
+ Warm
vs
Cool
+ Warm
(reds
and
yellows)
+ Cool
(blues
and
greens)
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
7
2. Colours
HOWTO
Market
My
Small
Business
Image
courtesy
of
Sailom/freedigitalimages.net
+ RGB – this stands for Red-Green-Blue and is the most
appropriate colour breakdown when choosing a colour for
computer screens
+ RGB 0-138-151
+ CMYK – this breakdown is used for printing with ink. It stands
for cyan (a blue colour), magenta (a reddish colour), yellow,
and key (representing ‘black)’
+ CMYK 100-0-31-24
+ PMS (Pantone Matching System) – Pantone colors are a
result of specific mixtures of ink and can overcome some of
the inconsistencies you may get with calibration between
different printers that can result in minor CMYK variances
+ Pantone 321C
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
8
3. Colour breakdowns
HOWTO
Market
My
Small
Business

5. 30/04/2015
©
2012-­‐2015
MY
PR
plus
5
HOWTO
Market
My
Small
Business
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
9
+ 2 – 3 fonts
+ One serif
+ One san-serif
+ Font styles
+ Learn how to preserve or embed your fonts if they are
customised or unusual
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
10
4. Fonts
HOWTO
Market
My
Small
Business

6. 30/04/2015
©
2012-­‐2015
MY
PR
plus
6
+ File types – JPEG, PNG, EPS
+ Different backgrounds
+ Black and White, Colour
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
11
5. Logo design
HOWTO
Market
My
Small
Business
+ Create a visual identity guide or a style sheet
+ A sample can be found attached to this module
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
12
6. Visual identity guide
HOWTO
Market
My
Small
Business

7. 30/04/2015
©
2012-­‐2015
MY
PR
plus
7
HOWTO
Market
My
Small
Business
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
13
HOWTO
Market
My
Small
Business
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
14
Headings
Heading
1
–
Segoe
Script
bold
17
Teal
Heading
2
–
14
bold
Arial
–
charcoal
Heading
3
–
12
bold
Arial
–
black
Body
Text
Arial
11
for
body
text
(for
materials
predominately
read
on
screen)
Garamond 11 for body text in printed materials
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.

8. 30/04/2015
©
2012-­‐2015
MY
PR
plus
8
+ Create written briefs for designers
+ A template for a brief be found attached to this module
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
15
Hiring a professional
HOWTO
Market
My
Small
Business
+ WHAT IS VISUAL IDENTITY?
+ BRAND PROMISE AND STYLE
+ COLOURS
+ FONTS
+ DESIGN
+ VISUAL IDENTITY GUIDES/STYLE SHEETS
©
2012-­‐2015
MY
PR
plus
HOWTOMARKETING™
16
RECAP – In this section
HOWTO
Market
My
Small
Business