SUU cow tipping and branding design.: Construct and De-Construct

Nov 17, 2009

Construct and De-Construct

I spent the evening away from the office in open life drawing tonight. It was great to construct and deconstruct an image without concept getting in the way. Just trying to keep the momentum going.

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Kit of Parts

What is a kit of parts? Quite simply, it is all the core aspects of a complete identity design program. All these elements must be thought through and carefully determined:

Day 1 | Logo & Variations
• What is the main mark or signature? (e.g., icon only, icon+type)
• Are there variations? (e.g., horizontal, vertical)
• What changes get made to vary size? (e.g., re-draw for large scale use)
• What happens to the logo in various media? (e.g., thicker line weights for TV use )
• How are brand extensions handled? (e.g., a product logo)
• How does the logo work with other related logos? (e.g.,Trademark icon, copyright)

Day 2 | Color Palettes
• What is the primary color or color combination for the logo?
• Are there acceptable alternative colors?
• What about black and white usage?
• Can the logo be reversed? Reversed out of a containing shape only?
• What are the exact Pantone Maching System (PMS) numbers and CMYK, RGB values?

Day 3 | Typography Selection
• What is the primary typeface?
• Are there secondary fonts?
• Does the brand need a range of weights? Italics too?
• What changes need to be made to the type selections in order to accommodate different media? (e.g.,is the primary typeface a default font for web use or does an alternative need to be specified?)

Day 4 | Taglines and Modifying Copy
• What is the primary tagline?
• Is there a secondary or alternative tagline?
• What typefaces are these set in?
• What is the size ratio of logo to tagline?
• Are there any other modifying copy or symbols required?(e.g., copyright)
• Are there any legal lines or other mandatory copy which must be incorporated?

Day 5 & Day 6 (choose one that is appropriate for your brand each day)

Imagery Specifications
If images, photographs, and/or illustrations are considered to be part of the identity system concept:
• How are they used?
• When are they used?
• In what size ratio and proximity to the logo?
• Is there an image library? Where does it exist? How is it accessed?
• What if additional images are required in the future?

Containing Shapes
Is the logo designed to be contained within a particular shape? Always? Or only in specific circumstances?
• If so, what shape?
• Does the shape ever change?
• Does the shape contain anything other than the logo?

Sound Signatures
If the brand will be used in broadcast or web environments there will most likely be a sound component to develop:
• Is there a musical or tonal signature or string? (e.g., Intel’s chimes)
• When and how will sound elements be used?
• Will there be music? If so, what kind?

Animation
If the brand will be used in other media besides print, especially broadcast or web environments, it may need to be animated:
• How will the logo behave when it is in motion? How does it move?
• How does it react with other visual and audio elements?
• When and how will the animated version of the logo be used?