Identity design

When creating a logo it is important that the elements in the identity of the design is used across all media, making the look of the company become consistent, more recognisable and hence more trustworthy.

Logo - For consistency, the chosen typeface is usually used for the logo as wordmark.

Typeface - Choose a typeface that resembles the brand's attributes.

Colour palette - The colour palette is also based on the brand attributes. You can choose a primary colour for the logo and secondary colour that support the overall look.

Secondary graphics - When the logo is covered the brand should still be recognisable based on the secondary graphics e.g. photography, illustrations, graphic elements.

The elements need to be flexible enough to adapt to the different situations, where the brand is displayed.

Alignment rules - Alignment rules explain how all the elements should be placed to each other. They are created by defining axis, placement and proportions.