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

20years ago

Font

Logo

Colour

2010

The ratio of the visual identity elements in the brand awareness

10years ago

Font

Colour

Logo

Style-forming
elements

2018

The ratio of the visual identity elements in the brand awareness

Now

Font

Communication
design system

Logo

Photo-style

Colour

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

Colour

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.

Colour

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.

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Commucation design system

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