From the course: Flexible Systems for Visual Identities

Leveraging a brand with flexible identities - Illustrator Tutorial

From the course: Flexible Systems for Visual Identities

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Leveraging a brand with flexible identities

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- [Von] When most people hear the term visual identity system, they think of a logo design. A logo is part of the visual identity system that an effective identity system includes the full visual context of a brand in all its various forms. When the identity is flexible, it helps to cohesively communicate the visual essence of a brand. And thus helps to establish a company, product, or services brand identity to the public interacting with it. Think Starbucks, Nike, and Target. We all know what their logos look like, but it's the context of their identity systems the logo lives in that creates the memorable experiences with their brand. In this course we'll go over the various types of logo formats that facilitate ease of use, establishing brand standards and style guides, retaining continuity throughout all the various identity pieces, like business cards, letterhead, envelopes, and folders, we'll create signage and banners, and applying the flexible formats to vehicles, advertising, promotions, and retaining our continuity throughout. Before we jump into this, I should point out that all the work you're gonna see in this course was created within Adobe Illustrator, not InDesign. That might throw some of you off, but truth be told, I've been creating identity systems for about 30 years now and have never used InDesign, nor its predecessor, QuarkXPress, to layout my identity pieces. But don't let that dissuade you. The same principles I use in this course will apply to whatever software you prefer to use for layout and design. So with that said, welcome to Flexible Visual Identity Systems. Let's get started.

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