The logo is not the most important thing!
The logo is one of the main elements of visual identity. But in our time, brands are not recognized by the logo. «How are they recognized?»,you ask. The answer is by a body of visual identity elements.
Do you recognize the brand? Yes! By color, bottle shape, lines, fonts.
Without the presence of the logo.
2000
The ratio of the visual identity elements in the brand awareness
25years ago
Font
Logo
Color
2010
The ratio of the visual identity elements in the brand awareness
15years ago
Font
Color
Logo
Style-forming
elements
2023
The ratio of the visual identity elements in the brand awareness
Now
Font
Communication
design system
Logo
Photo-style
Color
Of course, we do not claim that the logo is unimportant. It is present on almost all communication channels. Creation of visual brand identity begins with the logo. But the logo itself does not always serve as a sign of brand awareness.
When we create a logo, we immediately think about how it will evolve, how it will fit into the communication design system, and how it will interact with the rest of the elements.
Visual identification of the brand
Logo
Color
Font
Style-forming
Photo-style
Communication design system
Trademark, logo
A unique font, icon or combined solution. From the entire communication system, it is the logo and/or name that is most often patented and protected by law. We are working on the variability of the logo, for example, the horizontal and vertical versions, the basic and simplified version.
Color
The main and additional colors are selected in different color modes: Pantone, CMYK, RGB, and web. Also, this block includes the selection of various brand gradients, textures, foiling.
Font and typography
Which font styles and sizes are used in the headings, which ones are used in the main text, the line spacing and other foundations of typography are laid here.
Style-forming elements
It is a background, patterns, and various flat tints, patterns — all that are used in style. It also includes the style of pictograms.
Photo-style
It is a style of photos and illustrations.
