The inspiration for this project is YOU! Branding a business is the first step to making an impression on your consumer. You'll need a logo that stands out from the rest but remember it has to read well and convey your business.
For this project students will use Illustrator and Photoshop to create their own identity package. Which will include the following:
1. Logo (4 color, 2 color, and 1 color)
2. Business Card Design (front and back)
3. Letterhead Design
4. Envelope Design
5. Web Ready Logo
1. Logo (4 color, 2 color, and 1 color)
2. Business Card Design (front and back)
3. Letterhead Design
4. Envelope Design
5. Web Ready Logo
Identity Package Finalized Sketch DUE: Saturday, July 29th Midnight
Logo DUE: Tuesday, August 1st end of class
Business card Designs DUE: Thursday, August 3rd end of class
Letterhead & Envelope Designs DUE: Tuesday, August 8th end of class
Web Logo Designs DUE: Thursday, August 10th end of class
Printing and Presentations Due Date: Finals
Important Terminology:
What is an Identity Package?
Brand identity, is the graphic and verbal representation of you and your business.It visually conveys who you are and what you do, communicating the essence of a brand. The root of a company’s identity is its logo, usually consisting of a name and unique logomark. Other core elements of a standard corporate identity package include business cards, letterhead and envelopes. Identity materials can extend to web sites, signage and other marketing collateral which, together, project the company’s image in a consistent and professional manner. Identity is a vital asset that must be invested in, leveraged and managed to ensure a company’s success. At its foundation, compelling brand identity increases recognition and awareness and builds businesses.[2]
What is Branding?
Branding is the cultivation of a feeling. It is the creation of expectation, a promise of quality – the emotional response of your audience to you and your business. Since brand consistency ensures that clients will easily recognize you, branding is especially important to young and growing individuals and businesses. [3]
Why is Creating a Logo Important?
Often treated as an afterthought, many new businesses create logo and identity materials on the fly as they grow. However, developing effective identity is a thorough process of research and discovery, rather than a simple matter of putting images on paper or a screen. Professional identity designers know that, before the design process begins, the essence of a company must be discovered and key messaging defined. Careful consideration must be given to shape, color and font choices, all of which must reflect the unique nature of your company, its goals, audience and industry. Each element plays an important role in influencing the perception of your company, its capabilities and level of professionalism.[4]
The identities of two well-known companies, Home Depot and UPS, illustrate the value and influence of color. Home Depot’s logo and signage use orange as the primary color, a shade noted by color psychology and marketing experts to indicate a good value or a bargain. UPS’ signature brown, likewise, is associated with reliability, a quality at the heart of that company’s services.
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