What is Visual Identity?

Clients often wonder what the difference is between a visual identity and a logo or sign.

Visual identity means a system of graphic standards that consists of the following elements: a sign and / or logo, characteristic colors and typographies and other elements that form part of the visual identification system.

The design of the visual identity system implies a proposal and definition, ie a conceptual and executive design of basic graphic standards.

Based on the terms of reference, the designer determines whether the system is simple or complex. An example of a complex system of visual identity is the architecture of a sign / logo in case there are extensions of the basic logo, language mutations of the logo or slogan, defining image expression and some other situations where the project task requires more detailed elaboration of basic graphic standards. The implementation project of visual identity includes the development of a basic manual for the use of visual identity (digital record) showing visual constants (sign / logo in different situations, relations of sign and logo, reductions, color and typography system, etc.) and basic guidelines for visual identity . The definition of typography does not include the right to use an individual letter. The detailed design does not include visual identity applications, ie the design of individual means of communication such as stationery, promotional materials, means of transport, signaling, etc. The development of a comprehensive manual for the use of visual identity (standard book) is ordered and charged separately. (Information and promotional means), and for each individual application of visual identity contained in the book of standards, the conceptual design is charged (if the price of the conceptual design is not particularly pronounced, it is 60% of the individual item).