HOW TO DESIGN STRONG BRAND IDENTITIES 3/4

HELLOWELCOME TO THE "BORING"Brand & Corporate Communication CLASS

www.liuzzosfactory.com

LESSON 03

HELLO


I’m BackGIUSEPPE LIUZZOBRAND & GRAPHIC DESIGNERAND ALSO YOUR LOVELY TEACHER FOR TODAY.


VISUAL IDENTITYIN THIS CLASS

LIKE A BOSS !

WE GOING TO TALK ABOUT

AND LEARN HOW IT WORKS AND HOW TO DESIGN IT

HEM... LIKE A PRO, NOT BOSS, MY FAULT ;-)


LAST TIME...CHOOSE TWO LOGOS FROM THE STREET

AND MAKE AN ANALYSIS BASED ON:

WHAT'S THE ORIGIN OF NAMING?

IT WORKS IN ONE COLOR?

IT'S POSSIBLE TOSIMPLIFY THIS LOGO? HOW?

HAVE A CONCEPT BEHIND? IT WORKS?

IT WORKS IN SMALL SIZE?

WHAT KIND OF LOGO IS IT? WHY?

IS THIS LOGOICONIC? WHY?

FROM A BAR, A LAUNDRY, A RESTURANT etc...please: don't choose famous brands, or franchising stores.

GROUP PROJECT

MAX. 10 SLIDESPRESENTATION


TODAY WE TALK ABOUTDESIGN PROCESS


YES, DESIGN HAVE A PROCESSBECAUSE DESIGN ISN'TART... IT'S A PLAN FOR THECOSTRUCTION OF EVERYTHING

It's not important if it looks good or bad... it have to WORKS


ALL THE STEPS...

1

3524

6

BRIEFING

?

SKETCHREFINERESEARCHDESIGN

PUBLISH


VIDEOVIDEO

www.liuzzosfactory.comwww.liuzzosfactory.com

BRIEFCLIENT REQUEST.YOU NEED SOME INFORMATION BEFORE STARTING A NEW PROJECT.

BRIEF


BRIEFINGIN ORDER TO MAKE A GOOD AND USEFULL

GRAPHIC DESIGN PROJECT YOU NEED TO KNOWEVERYTHING ABOUT YOUR CLIENTS NEEDS.

COMPANY PROFILE

COMPANY AIMS

a short, honest synopsis of company or product

They want to:

What company does?How long have been estab-lished and how many staff you employ?What your niche market is?How you fit in to your indus-try sector?

Generate sales?Encourage enquiries?Gain newsletter subscribers?Obtain information from your audience?Encourage them to tell a friend?




WHAT'S THEAUDIENCE

BUDGET &DEADLINES

These may include: a budget expectation will give you a good idea of the type of solution you will realistically be able to provide.

Time scale is also an im-portant consideration in order to know if there is a specific deadline that has to be met.

AgeSexIncomeOccupationLocationImportant Keywords




ALWAYS ASK TO CLIENTS FOR A DETAILED BRIEFING... NOW, THIS IS NOT A PERFECT WORLD... SO LEARN ALSO HOW TO MAKE ONE BY YOURSELF.

SAMPLES &BENCHMARKask for design style that your client particularly like or dislike and to explain why in the brief.

collect sample of other company for inspirations.


RESEARCHDON'T RUN...LOOK AROUND, TAKE INSPIRATION FROM BOOKS AND WEB, DISCOVER WHAT OTHER DESIGNER MADE IN SIMILAR PROJECT.


A DESIGN EXPLORATIONWHAT SIMILAR COMPANY DO? HOW THEY

COMMUNICATE? WICH COLOR THEY USE? ...IN THIS STEP YOU GOING TO FIND THE "STORY"

THE "CONCEPT" OF YOUR DESIGN


A DESIGN EXPLORATIONEXPLORATION COULD BE MADE

ON DIFFERENT MEDIA.


SKETCHTHE BEST WAY TO FIND IDEASAT THE BEGINNING FORGET COMPUTERS... SKETCH YOUR IDEAS, IT'S THE BEST WAY TO CREATE MULTIPLE GRAPHIC SOLUTIONS.


BECAUSE MEANS: GRAPHIC FREEDOM. COMPUTER CAN CONFUSE YOUR IDEAS, BY DRAWING YOU CAN JUMP FORM ONE IDEA TO AN OTHER IN JUST ONE SECOND... NO "OPEN FILE" OR BULLSHIT LIKE THAT...

AND ALSO... YOU CAN DO IT EVERYWHERE...


IS SIMPLE AND POWERFUL TOOLTO SOLVE PROBLEMS AND EXPLORE POSSIBILITIES

THINK ALSO WITH YOUR HANDS...



DESIGNTIME TO BE PROFESSIONALLET'S FINALIZE YOUR IDEAS, CONCEPT STORIES AND SKETCHES IN A TECHNICAL WAY BY USING GRAPHIC RULES...

DESIGN


MAKE IT REALMAKE YOUR CONCEPT AND SKETCHES USABLE IN

A TECHNICAL WAY. DESIGN IT IN A GRID, GIVE RULES.


BUILD A LOGOGEOMETRICAL CONSTRUCTION OF SHAPES HELPS

LOGOS USAGE AND MEMORABILITY.


CHOOSE COLORSBY USING A STRATEGY, USE YOUR DESIGNER MIND


SET COLOR PALETTESGIVE RULES TO COLORS, SET BALANCE etc...


TEST YOUR DESIGNMAKE USAGE TESTS, LOOK HOW AND IF THEM WORKS.


REFINEBE READY TO CHANGE YOUR DESIGNNOT ALWAYS EVERYTHING IS GOOD AT THE FIRST TIME... LEARN IT QUICKLY AND DON'TBE MAD IF YOU HAVE TO WORK AGAIN ON YOUR IDEAS OR YOU HAVE TO DESTROY EVERYTHING YOU MADE...

REFINE


SERIOUSLY

IT'S NOT EASYI KNOW...

DON'T BE IN LOVE WITH YOUR PROJECTS... BE ANALYTICS, BE CRI-TIQUE, BE READY TO CHANGE EVERYTHING IF IT DOESN'T WORKS.


PUBLISHDONE! SEND TO CLIENT ;)PUBLISH


GUIDELINESMAKE YOUR DESIGN USABLE BY OTHER DESIGNERSIN ORDER TO SPEAK ALWAYS THE SAME LANGUAGE.


VIDEOVIDEO


DESIGNERWAY TO SEE THE WORLDDESIGNER


USE RHYTHMDESIGNER IS A VISUAL MUSICIAN

it keeps your eye moving around a space. It provides something for your eye to pick up on, follow and stop. It allows for both unity and variety in a design.


MOVEMENTcreating a sense of movement through a design.

It assists in giving the end-user a clear path for their eye to follow. is a way to direct the viewer’s eye to the places you want them to look and even the sequence in which you want them to look.

ARE WE TALKING ABOUT VIDEO? NO!


SCALE&PROPORTIONSscale deals with the measurable size of an object. Proportion, on the other hand, deals with the size

of an object relative to those things around it.

BIG LIKE THIS OR SMALL LIKE THAT?


EMPHASISwhat stands out or gets noticed first.

Every layout needs a focal point to draw the readers eye to the important part of the layout.

Too many focal points defeat the purpose.

FOCUS POINTS AROUND YOUR LAYOUT


BALANCEBalance is an equal distribution of weight.

Every element has visual weight that is determined by its size, darkness or lightness, and thickness of lines. There are two basic approaches to balance. symmetrical and asymmetrical balance. Also color, value,

size, shape, and texture can be used as balancing elements.

OF THE UNIVERSE BUT ALSO IN GRAPHIC DESIGN


CLOSUREClosure is the idea that the brain tends

to fi ll in missing information when it perceives an object is missing some of its pieces.

BE ABLE TO FU*K THE BRAINS


CONTRASTthe greater the difference the greater the contrast.

The key to working with contrast is to make sure the differences are obvious. Adds interest and provides a means of emphasizing

what is important. common methods of creating contrast are by using differences in size, value, color, and type.

THE DIFFERENCES BETWEEN DAY AND NIGHT


THERE ARE MANY

AND YOU MUST

THEM ALLIN DESIGNRULES

TOBREAKTHEM

KNOW


BASICVISUAL IDENTITY ELEMENTSVISUAL IDENTITY HAVE A D.N.A COMPOSED BY

BASIC


VISUAL D.N.ALOGO

PRIMARY&SECONDARYCOLOR PALETTE

PRIMARY&SECONDARYTYPEFACES

TREATMENTS&FORMATS

ICONS


EXECUTIVE FILESLOGOS AND VISUAL IDENTITY ELEMENTS

MUST BE MAKE BY VECTOR.

NO PHOTOSHOP


EXECUTIVE FILESCOLORS COULD BE DIFFERENT.

YOU HAVE TO SET ANY KIND OF VALUES

PANTONE SYSTEM RAL SYSTEM

HEX

The Pantone Color Matching System is largely a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the Pantone system to make sure colors match without direct contact with one another.

is a colour matching system used in Europe. Mainly used for varnish and powder coating but nowadays there are reference panels for plastics as well.

A hex triplet is a six-digit, three-byte hexa-decimal number used in HTML, CSS, SVG, and other computing applications, to repre-sent colors.


VIDEOVIDEO


EXTRASWATCH THIS VIDEO TIRED OF HELVETICA

youtube.com/watch?v=FmnIFqrpOWE

GO TO: WWW.HOUSEIND.com

A video brand guidelines manual from a brand called ArcelorMittal.

Very usefull for understanding rules behind visual identity design

A prolifi c American type foundry, has made a considerable impact

on the world of design. Their fonts scream from billboards, wish happy whatever from tens of thousands

of greeting cards, serve as the basis for consumer product logos and add

elements of style to a wide range of mainstream media.


FOR NEXT TIMEWATCH THIS MOVIE IT'S YOUR BRIEFINGyoutube.com/watch?v=gBn6093xFaU AND DESIGN A "LOGO" FOR TALK

ABOUT THE STORY BY FOLLOW THEDESIGN PROCESS.

MAKE A GRAPHIC RESEARCH OF THE MOST ICONIC ELEMENTSAND VALUES OF THE MOVIE, HOW OTHER PEOPLE COMMUNCIATE THEM?2 SLIDE PRESENTATION

SKETCH MULTIPLE SOLUTIONS, TRY TO EXPLORE DIFFERENT WAYS.AT LEAST 5 SKETCHES

DESIGN A VISUAL LOGO OF THE MOVIEIT HAVE TO WORKS ON A WIDTH OF 5cmIT IS POSSIBLE TO USE MAX. 3 COLORSWHY YOU CHOOSE THAT COLORS?IT HAVE TO WORKS ALSO IN 1 COLOR

MAX. 10 PAGES PRESENTATION

PRINTED ON A4 PAPER


IF YOU NEED HELP

SEND ME AN EMAILBUT ONLY IF YOU REALLY, REALLY NEED*

*OR IF YOU WANT TO INVITE ME TO AN AMAZING PARTY

[email protected]


MANYFRESHTHINGS


SEE YA' NEXT WEEK FELLAS...

Design

HOW TO DESIGN STRONG BRAND IDENTITIES 3/4