Learning Activity – The Components of Visual Identity.

Learning Activities

Name the three most important components of visual identity.
Look and feel, Logotype and signature, Colour
Describe the difference between logotype and signature.

Signature is the spesific and nonnegotiable designed combination of a brandmark along with the logotype. The best signatures have speccific isolation zones to protect their presence.

Logotype is the wording in a determined font, be it a spcific one or a custom made one.
I would define this as the wording of a logo and/or design.
Using Kuler create a colour scheme (using only three colours in each set) for the following products:
A rich chocolate cake that is made from real chocolate. The keyword here is “quality”.
A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.
An international insurance company that focuses on family values.
Write your name in four different typefaces, according to the following criteria. Use a typeface that:
expresses a unique quality about you
is inspired by your favourite food
makes your name look sophisticated
is drawn by hand


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