identity systems for design students

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IDENTITY SYSTEMSLaguna College of Art + Design

Professional Practices Fall 2014


“The identity system usually starts after the logo is complete. The purpose of the identity system is to form a

systematic visual language around the logo — one that compliments the design thinking of the logo and offers a family of useful, flexible elements that will help to design

marketing and business collateral.”

Gerren Lamson

IDENTITY SYSTEMS


STEP 1: REVIEW YOUR GOALS

Look back to your brand questionnaire we had you fill out. Review what the goals were behind your brand. What did

you want to convey about your level service, skills, and personality? Get refocused on those goals, and then

approach your identity system, thinking of unique ways to draw from your logo, and make functional pieces that will serve you as a freelancer and someone looking for work.

IDENTITY SYSTEMS


IDENTITY SYSTEMS

Deliverables:


Letterhead

(for resumes, cover letters, etc)

A. 8.5”w x 11” high trim size

B. .125” bleeds

C. Color process: although these days it can be just as cheap to print digital 4-color process (CMYK) consider how your design will work in 1 or 2-color too, as Dana will be taking you to letterpress and screenprint these next semester.

IDENTITY SYSTEMS | Deliverables


Envelope

(to send mail to prospective clients and employers)

A. Research the size that works best for you. Kellypaper.com has a great selection of colored envelopes, etc.

B. Color process: although these days it can be just as cheap to print digital 4-color process (CMYK) consider how your design will work in 1 or 2-color too, as Dana will be taking you to letterpress and screenprint these next semester.



Business Card

(to send and hand out to future clients and employers)

A. 3.5” x 2” high trim size for standard size. Consider: using odd sized business cards could cause yours to either get lost in the shuffle (if too small), or stick out and be inconvenient in wallets (if too big).

B. .125” bleeds

C. Color process: although these days it can be just as cheap to print digital 4-color process (CMYK) consider how your design will work in 1 or 2-color too, as Dana will be taking you to letterpress and screenprint these.



Plus! Add in at least one of the following extra identity assets that best suits your goals and needs:


Stamp that uses an original design that supplements your brand style, aesthetic and goals.

Pattern: Are you going to be doing a lot of online promotion and will you need a cool pattern to make your social media site backgrounds “wow” even more? Create a pattern that supplements your brand.

Custom patch you use as promotion for yourself.


Cont…


Custom Field Notes book cover design you could have printed and send to potential clients and employers as gifts.

Custom pin Custom T-shirt

Custom sticker for branding packages you send out.

Custom Thank You card design


IDENTITY SYSTEMS

Things to Consider:


The identity system should look cohesive. Carry over fonts, colors and design elements from your

logo and create a unified looking set.

IDENTITY SYSTEMS | Things to Consider


The system should restate your brand values in a unique way. This doesn’t have to be verbally, but

it should stay in line with your brand goals.



Try designing all the pieces together to get a sense for how they will work together and play

off of one another.



Consider designing a pattern even if you don’t choose it as your extra identity asset. Patterns can be great to have in pocket and to apply to various pieces to make a cohesive campaign.



Reference your website on your identity assets. If they lose your card or your portfolio pdf link,

they still have a link to your site on the envelope you sent your resume in, and they can

find you there. Leave nothing to chance.



IDENTITY SYSTEMS

The Business Card:


Font sizes:

On a business card, the smallest you’d want to get with a font would probably be 7.5 pt. However if the font is capitalized you might get away with 7pt. Generally 8 -

9pts is a good body copy font size, and 10-11pt for more important info is a good area.

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Don’t Duplicate:

Did you put the logo on one side of the card? Then leave it off of the other side. Keep it clean and to the point.



Title:

Not sure what to call yourself? At the very least list “graphic designer”. Don’t use words like “extraordinaire” or “master of the universe”. It’s a bit egotistical and most likely inaccurate. If you’re going to get funny, but more

subtle about it.



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