Visual identity

A visual identity is everything a customer sees before they read a word. Logo, type, color, photography, layout and motion. When those agree, the company looks bigger than it is. When they don’t, it looks smaller.

What you get

• Primary and secondary logo lockups
• A type system: one display face, one text face
• A color ramp with exact values for print and screen
• Photography and illustration direction
• Layout grid and motion rules

Where it’s worked

Command Zero: a CØ monogram, Helvetica Neue, a Swiss grid and a neutral ramp with three accent greens. It went from a blank page to the RSAC show floor in five months.

Questions

What is the difference between a logo and a visual identity?

The logo is one piece. The identity is the logo plus the type, color, photography and layout rules that make everything look like one company.

Can you refresh our identity without starting over?

Yes. Often the right move is to keep what people recognize and fix what breaks.

Part of Brand Identity Systems.