columnfivemedia.com

The Visual Identity Checklist

Visual identity

• Logo: Use it to communicate your brand personality.

• Should be flexible (logomark, logotype, combination mark).

• Should render well at small sizes.

• Colors: Keep it simple and appropriate.

• 1 main color, 2 primary colors, 3-5 complementary colors, 2 accent colors.

• Fonts & Typography: Create as an extension of your logo.

• Choose 2-3, including a primary brand typeface, then secondary typefaces.

• Consider size.

• Test for legibility with the \'Ill rule\' (capital 1, lowercase 1, number 1).

• Hierarchy: Design an intuitive flow.

• Guide viewer through content easily.

• Include headers, subheaders, body copy, images. blurbs, etc.

• Photography: High-quality. high-resolution imagery.

• Include photo treatments. dimensions, etc.

• Remember inclusive representation.

• Illustration: use to enhance, not to overwhelm.

• Choose a single style.

• Keep it simple and consistent.

• Iconography: use to simplify communication.

• Design simples images that render clearly at small sizes.

• Make sure image is relevant to subject.

• Data Visualization: Design for comprehension.

• Follow best practices.

• Avoid chart junk and 3D charts.

• Order intuitively.

• Video & Motion Graphics: Specify styles for different mediums.

• Web Design & Interactivity: Good UX creates a good brand experience.

• Consider accessibility.

• Design for mobile.