engleski

Visual identity as an important communication tool

Communication is the process of exchanging information through an agreed character system. Design is a communication process. In past, brands were considered as a means of identifying particular products or services that guaranteed a certain level of quality. Brands need to be different from one another. Branding starts with a promise, something the brand stands for. If that promise is relevant to the target group, they will take the brand seriously and follow its ideas. Branding is the creation of authentic recognition of a particular person, product, service, company or institution. A brand is what consumers, employees, business partners or investors feel about it. Design should be: relevant (logical, practical and understandable), original (innovative and unexpected) and well produced (complete, elegant and of quality). Branding is a complex process of creating an identity, its relevance to the consumer, and managing the signals that transmits the idea to the consumer. Visual identity consists of: 1. Logo, 2. Typography, 3. Color system and 4. Applications. Logo is a central part of any visual identity. The overall visual system is much more important than the logo itself. When a product is marked with a logo, it is promised that the product has a certain quality. Logo strength must be built up over time through repeated & consistent experience. Typography is: the science of letters or the art of using typographic letters or the skills of designing and using of letters. Typography is a unique blend of art and technique. Typography is the art of choosing the right font for a particular project and its organization in order to communicate as efficiently as possible. By selecting a specific typography, we send a message to the target group about the character of our brand. Colors are neither good nor bad by themselves, but they have positive or negative, conscious or unconscious psychological effects on the viewer, depending on their personal experience and mood. By selecting a specific color, we also send a message to the target group about the character of our brand. Main goal of a successful communication is to be: consistent, complete, rational and efficient.

Communication ; Design ; Branding ; Visual identity ; Logo ; Typography

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