HOW TO DESIGN STRONG BRAND IDENTITIES 3/4

HELLOWELCOME TO THE "BORING"
Brand & Corporate Communication CLASS
www.liuzzosfactory.com
LESSON 03
HELLO

I’m BackGIUSEPPE LIUZZO
BRAND & GRAPHIC DESIGNER
AND ALSO YOUR LOVELY TEACHER FOR TODAY.

VISUAL IDENTITY
IN THIS CLASS
LIKE A BOSS !
WE GOING TO TALK ABOUT
AND LEARN HOW IT WORKS
AND HOW TO DESIGN IT
HEM... LIKE A PRO, NOT BOSS, MY FAULT ;-)

LAST TIME...
CHOOSE TWO LOGOS FROM THE STREET
AND MAKE AN ANALYSIS BASED ON:
WHAT'S THE ORIGIN
OF NAMING?
IT WORKS
IN ONE COLOR?
IT'S POSSIBLE TO
SIMPLIFY THIS
LOGO? HOW?
HAVE A CONCEPT
BEHIND? IT WORKS?
IT WORKS
IN SMALL SIZE?
WHAT KIND OF
LOGO IS IT? WHY?
IS THIS LOGO
ICONIC? WHY?
FROM A BAR, A LAUNDRY, A RESTURANT etc...
please: don't choose famous brands, or franchising stores.
GROUP PROJECT
MAX. 10 SLIDES
PRESENTATION

TODAY WE TALK ABOUT
DESIGN PROCESS

YES, DESIGN
HAVE A PROCESS
BECAUSE DESIGN ISN'T
ART... IT'S A PLAN FOR THE
COSTRUCTION OF EVERYTHING
It's not important if it looks good
or bad... it have to WORKS

ALL THE STEPS...
1
3
52
4
6
BRIEFING
?
SKETCH
REFINERESEARCH
DESIGN
PUBLISH

VIDEOVIDEO

www.liuzzosfactory.comwww.liuzzosfactory.com
BRIEFCLIENT REQUEST.
YOU NEED SOME INFORMATION
BEFORE STARTING A NEW PROJECT.
BRIEF

BRIEFING
IN ORDER TO MAKE A GOOD AND USEFULL
GRAPHIC DESIGN PROJECT YOU NEED TO KNOW
EVERYTHING ABOUT YOUR CLIENTS NEEDS.
COMPANY
PROFILE
COMPANY
AIMS
a short, honest synopsis
of company or product
They want to:
What company does?
How long have been estab-
lished and how many staff
you employ?
What your niche market is?
How you fit in to your indus-
try sector?
Generate sales?
Encourage enquiries?
Gain newsletter subscribers?
Obtain information
from your audience?
Encourage them to tell a
friend?

BRIEFING
WHAT'S THE
AUDIENCE
BUDGET &
DEADLINES
These may include: a budget expectation will
give you a good idea of
the type of solution you
will realistically be able
to provide.
Time scale is also an im-
portant consideration in
order to know if there is
a specific deadline that
has to be met.
Age
Sex
Income
Occupation
Location
Important Keywords

BRIEFING
ALWAYS ASK TO CLIENTS
FOR A DETAILED BRIEFING...
NOW, THIS IS NOT A PERFECT
WORLD... SO LEARN ALSO
HOW TO MAKE
ONE BY
YOURSELF.
SAMPLES &
BENCHMARK
ask for design style that
your client particularly like
or dislike and to explain
why in the brief.
collect sample of other
company for inspirations.

RESEARCHDON'T RUN...
LOOK AROUND, TAKE INSPIRATION
FROM BOOKS AND WEB, DISCOVER WHAT
OTHER DESIGNER MADE IN SIMILAR PROJECT.

A DESIGN EXPLORATION
WHAT SIMILAR COMPANY DO? HOW THEY
COMMUNICATE? WICH COLOR THEY USE? ...
IN THIS STEP YOU GOING TO FIND THE "STORY"
THE "CONCEPT" OF YOUR DESIGN

A DESIGN EXPLORATION
EXPLORATION COULD BE MADE
ON DIFFERENT MEDIA.

SKETCHTHE BEST WAY TO FIND IDEAS
AT THE BEGINNING FORGET COMPUTERS...
SKETCH YOUR IDEAS, IT'S THE BEST WAY
TO CREATE MULTIPLE GRAPHIC SOLUTIONS.

BECAUSE MEANS:
GRAPHIC FREEDOM.
COMPUTER CAN CONFUSE YOUR
IDEAS, BY DRAWING YOU CAN
JUMP FORM ONE IDEA TO
AN OTHER IN JUST ONE SECOND...
NO "OPEN FILE" OR BULLSHIT
LIKE THAT...
AND ALSO...
YOU CAN DO IT
EVERYWHERE...

IS SIMPLE AND POWERFUL TOOL
TO SOLVE PROBLEMS AND EXPLORE POSSIBILITIES
THINK ALSO WITH
YOUR HANDS...

DESIGNTIME TO BE PROFESSIONAL
LET'S FINALIZE YOUR IDEAS, CONCEPT
STORIES AND SKETCHES IN A TECHNICAL
WAY BY USING GRAPHIC RULES...
DESIGN

MAKE IT REAL
MAKE YOUR CONCEPT AND SKETCHES USABLE IN
A TECHNICAL WAY. DESIGN IT IN A GRID, GIVE RULES.

BUILD A LOGO
GEOMETRICAL CONSTRUCTION OF SHAPES HELPS
LOGOS USAGE AND MEMORABILITY.

CHOOSE COLORS
BY USING A STRATEGY, USE YOUR DESIGNER MIND

SET COLOR PALETTES
GIVE RULES TO COLORS, SET BALANCE etc...

TEST YOUR DESIGN
MAKE USAGE TESTS, LOOK HOW AND IF THEM WORKS.

REFINEBE READY TO CHANGE YOUR DESIGN
NOT ALWAYS EVERYTHING IS GOOD AT THE
FIRST TIME... LEARN IT QUICKLY AND DON'T
BE MAD IF YOU HAVE TO WORK AGAIN ON
YOUR IDEAS OR YOU HAVE TO DESTROY
EVERYTHING YOU MADE...
REFINE

SERIOUSLY
IT'S NOT EASY
I KNOW...
DON'T BE IN LOVE WITH
YOUR PROJECTS...
BE ANALYTICS, BE CRI-
TIQUE, BE READY TO
CHANGE EVERYTHING
IF IT DOESN'T WORKS.

PUBLISHDONE! SEND TO CLIENT ;)
PUBLISH

GUIDELINES
MAKE YOUR DESIGN USABLE BY OTHER DESIGNERS
IN ORDER TO SPEAK ALWAYS THE SAME LANGUAGE.

DESIGNERWAY TO SEE THE WORLD
DESIGNER

USE RHYTHM
DESIGNER IS A VISUAL MUSICIAN
it keeps your eye moving around a space.
It provides something for your eye to pick up on, follow
and stop. It allows for both unity and variety in a design.

MOVEMENT
creating a sense of movement through a design.
It assists in giving the end-user a clear path for their eye to follow.
is a way to direct the viewer’s eye to the places you want them
to look and even the sequence in which you want them to look.
ARE WE TALKING ABOUT VIDEO? NO!

SCALE&PROPORTIONS
scale deals with the measurable size of an object.
Proportion, on the other hand, deals with the size
of an object relative to those things around it.
BIG LIKE THIS OR SMALL LIKE THAT?

EMPHASIS
what stands out or gets noticed first.
Every layout needs a focal point to draw
the readers eye to the important part of the layout.
Too many focal points defeat the purpose.
FOCUS POINTS AROUND YOUR LAYOUT

BALANCE
Balance is an equal distribution of weight.
Every element has visual weight that is determined by its size, darkness
or lightness, and thickness of lines. There are two basic approaches
to balance. symmetrical and asymmetrical balance. Also color, value,
size, shape, and texture can be used as balancing elements.
OF THE UNIVERSE BUT ALSO IN GRAPHIC DESIGN

CLOSURE
Closure is the idea that the brain tends
to fill in missing information
when it perceives an object is missing some of its pieces.
BE ABLE TO FU*K THE BRAINS

CONTRAST
the greater the difference the greater the contrast.
The key to working with contrast is to make sure the differences
are obvious. Adds interest and provides a means of emphasizing
what is important. common methods of creating contrast are by using
differences in size, value, color, and type.
THE DIFFERENCES BETWEEN DAY AND NIGHT

THERE
ARE MANY
AND
YOU MUST
THEM ALLIN DESIGN
RULES
TOBREAKTHEM
KNOW

BASICVISUAL IDENTITY ELEMENTS
VISUAL IDENTITY HAVE A D.N.A COMPOSED BY
BASIC

VISUAL D.N.A
LOGO
PRIMARY&SECONDARY
COLOR PALETTE
PRIMARY&SECONDARY
TYPEFACES
TREATMENTS&FORMATS
ICONS

EXECUTIVE FILES
LOGOS AND VISUAL IDENTITY ELEMENTS
MUST BE MAKE BY VECTOR.
NO
PHOTOSHOP

EXECUTIVE FILES
COLORS COULD BE DIFFERENT.
YOU HAVE TO SET ANY KIND OF VALUES
PANTONE SYSTEM RAL SYSTEM
HEX
The Pantone Color Matching System
is largely a standardized color reproduction
system. By standardizing the colors,
different manufacturers in different locations
can all refer to the Pantone system
to make sure colors match without direct
contact with one another.
is a colour matching system used in Europe.
Mainly used for varnish and powder coating
but nowadays there are reference panels for
plastics as well.
A hex triplet is a six-digit, three-byte hexa-
decimal number used in HTML, CSS, SVG,
and other computing applications, to repre-
sent colors.

EXTRAS
WATCH THIS VIDEO TIRED OF HELVETICA
youtube.com/watch?v=FmnIFqrpOWE
GO TO: WWW.HOUSEIND.com
A video brand guidelines manual from
a brand called ArcelorMittal.
Very usefull for understanding rules
behind visual identity design
A prolific American type foundry,
has made a considerable impact
on the world of design. Their fonts
scream from billboards, wish happy
whatever from tens of thousands
of greeting cards, serve as the basis
for consumer product logos and add
elements of style to a wide range
of mainstream media.

FOR NEXT TIME
WATCH THIS MOVIE IT'S YOUR BRIEFING
youtube.com/watch?v=gBn6093xFaU AND DESIGN A "LOGO" FOR TALK
ABOUT THE STORY BY FOLLOW THE
DESIGN PROCESS.
MAKE A GRAPHIC RESEARCH
OF THE MOST ICONIC ELEMENTS
AND VALUES OF THE MOVIE, HOW
OTHER PEOPLE COMMUNCIATE THEM?
2 SLIDE PRESENTATION
SKETCH MULTIPLE SOLUTIONS, TRY TO
EXPLORE DIFFERENT WAYS.
AT LEAST 5 SKETCHES
DESIGN A VISUAL LOGO OF THE MOVIE
IT HAVE TO WORKS ON A WIDTH OF 5cm
IT IS POSSIBLE TO USE MAX. 3 COLORS
WHY YOU CHOOSE THAT COLORS?
IT HAVE TO WORKS ALSO IN 1 COLOR
MAX. 10 PAGES PRESENTATION
PRINTED ON A4 PAPER

IF YOU NEED HELP
SEND ME AN EMAIL
BUT ONLY IF YOU REALLY, REALLY NEED*
*OR IF YOU WANT TO INVITE ME TO AN AMAZING PARTY
hello@liuzzosfactory.com

MANY
FRESH
THINGS
SEE YA' NEXT WEEK FELLAS...

HOW TO DESIGN STRONG BRAND IDENTITIES 3/4

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