The total identity consists of a logo and, for example typography, colour palette, icons, patterns, photographic style, layout and tactile and digital expressions. All communication interfaces (such as business cards, coffee cups and word of mouth) have different roles to play and different recipients at different times and in different contexts. To create the perception of a vibrant but consistent brand, it is necessary to define how the various visual elements interact in the brand universe.
To ensure that a visual identity is sufficiently powerful, our designers and strategists need to delve deep into what characterises the company and what sets it apart. We will look at the brand from the perspective of a service designer and establish rules for the visual identity for all prioritised points of contact. In this way, we will take account of the development of smart and exciting withdrawals of a visual design expression tailored to most interfaces and needs.