Creating a visual identity

Creating a visual identity

This section will help you to make a graphic that acts as a visual identity for yourself. This will help you to communicate certain qualities to your audience and present a more professional and creative appearance.

Planning First – Step one

Think about what qualities you want to portray. Write down a list of 4-6 words that describe the type of company it is and how you want it to be presented  to clients and or customers. Try to balance the unique qualities with the things you think clients and customers want to see. You want to stand out as an individual and set yourself apart from the crowd but at the same time be relevant to your audience. What makes you special? What makes you stand out from your peers?

Colour scheme – Step two

Consider about the words you just wrote down and think about what colours come to mind.

The meaning of colours:
Red: energy, strength, power, passion (also fire, blood, love and romance;
often used to highlight or emphasize key information)

Orange
: enthusiasm, fascination, happiness, creativity, determination,
attraction, success, encouragement, stimulation

Yellow
: hope, joy, happiness, intellect, energy

Green
: growth, harmony, freshness, stability, renewal, health, endurance;
also associated with nature and money

Blue
: trust, loyalty, wisdom, confidence, intelligence, faith, truth (blue is the most popular colour in web design –
use it with a contrasting accent colour to make your scheme stand out)

Purple
: wisdom, dignity, independence, creativity, mystery, ambition,

luxury Brown
: credibility, stability, reliability, earth

Grey
: security, maturity and reliability (also gloominess and sadness;
useful for unifying a contrasting colour scheme)

If you aren’t sure what colours go together, choose one colour and use it with black and white.

Fonts – Step three

Find a unique font that suits the qualities you listed in step one. To play it safe, you’ll probably want to choose something from the sections under Basic or Script (but not the Handwriting, Trash or Graffiti sections!).

Types of fonts:

Type Attributes Examples Meaning Has little stokes called “serifs” extending from each letter –
Times New Roman, Georgia, Book Antiqua traditional,

formal Has no serifs Arial, Verdana, Tahoma modern, informal Looks like handwriting –
Brush Script, Lucinda Handwriting,

dramatic; may be formal or informal Looks like typewriter text- Courier New old fashioned, newspaper feel Very distinctive and creative

Anything that doesn’t fit in the other categories anything! (use with caution, and never for body text)

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