Week 12 – Visual identity

There’s a lot to do this week. Some Lynda.com videos are not mandatory to finish but I know me it would be nice to learn more and spend time as much as I can watching them though. Most of the knowledge is familiar but it’s always good to read and listen about them again and again.

The first learning activity for this week was to create names for an ice cream using five different inspiration methods.

1. Learning Activity – A Knack for Names

A knack for names                               1-2 hrs

Consider the tips on Inspiration given in your prescribed book and create a name for an ice cream. The ice cream has a range of different flavours, but the unique aspect it should communicate is the fact that it is the coldest ice cream in existence. Now come up with five name options for this product (you should not spend more than a few minutes on each name) using inspiration from:

  1. Latin:
  2. Colours
  3. Metaphors
  4. Science
  5. Myths


The second learning activity was watch Lynda.com video about typography: Logotype design and answer some question.


2. Learning Activity – the Components of Visual Identity

After watching the Lynda video about the design of typography: Logotype Design with Doyald Young I started with my second learning assignment.

Getting to grips with the components of visual identity (4 hrs). I had my Designing Brand Identity, A. Wheeler open and especially the Phase 3 (p.124-).

  1. Name the three most important components of visual identity.
    I would say that they are:
    1. Signature which is the combination of brandmark and logotype.
    2. Color and
    3. Typography
  2. Describe the difference between logotype and signature.
    Logotype is a word or words written in a determined font which can be entirely redrawn, modified or standard. The signature is the logotype combined with the brandmark.
  3. Using Kuler create a colour scheme (using only three colours in each set) for the following products:
    1. A rich chocolate cake that is made from real chocolate. The keyword here is “quality”.
      Screen Shot 2019-02-01 at 13.57.29
    2. A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.
      Screen Shot 2019-02-01 at 13.57.11
    3. An international insurance company that focuses on family values.
      Screen Shot 2019-02-01 at 13.56.36
  4. Write your name in four different typefaces, according to the following criteria. Use a typeface that:
    1. expresses a unique quality about you
    2. is inspired by your favourite food
    3. makes your name look sophisticated
    4. is drawn by hand





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