components of an identity system
Identity System Components
Depending on the type of business, the products, services, and the needs, the components within the identity system often includes the primary logo, a secondary version, a wordmark or typographical version as the name, an icon or suite of graphic elements, color scheme, and the typeface palette.

The logo and the identity system applied in creative development builds the business image used in marketing and communication materials, with the developed style guide defining usage and application of the identity system where the business is represented.
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search architects logo build

The logo is developed from elements that represent the services or the products, and the name of the company.

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snapme swimwear identity
Components of the identity system developed from elements within the logo, with the colors used to differentiate between the overall brand, the boys and the girls product lines.
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excavator logo and icon
Featured here, the alternate or secondary logo is based on the letter M within the logo, and incorporates visual elements into the ligature of the letter to convey the concept of the logo and carries the feel into a simple graphic that was developed for use within limited visual real estate.
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search architects logo wordmark voice artist logo wordmark snapme swimwear logo wordmark

The secondary logo or wordmark contains the elements of the logo, and can be used in letterhead, where visual real estate is restricted or in horizontal formats, or where the name needs to be represented.
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transformation bureau logo wordmark

The wordmark within minimal graphic elements was developed using the fonts from the logo, with the triangle graphic applied to the design of the business card, letterhead, and envelopes.

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logo design co logos and icon snapme swimwear logo and icons comedy night wordmark and icon

Icons and graphic elements are created from visual elements within the logo and carry through the look and feel. Used where there is limited space, as a design element, and at a reduced size where clarity is essential, the icon can be an essential component of the identity system.
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color palettes in logos

The color palette is an essential component of the identity system and ties all elements together. The color palette can be a strategic element of the creative, used to differentiate between product lines, types of service, or as an element of design. Additional colors can be added to the core palette as the brand evolves, or within a strategy to solve business needs.
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type in design to create emotion typographic design elements

An essential component of an identity system, the typography palette is a system of typefaces with defined uses, applied consistently used throughout all communication materials. As an essential element of design, typography helps sets the tone and creates a feel, and as a design element can highlight, emphasize, or add emotion to the message within the design.

Using typography with the written word incorporated with visuals can be used to create a graphic element as part of an identity system, a graphic wordmark or a typographic logo.
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equity in logo redesign

Whether the existing logo just doesn't work or has been in use for an extended period of time, and the logo has been the only consistent representation of the business the audience has, visual or brand equity are factors that need to be considered in the logo redesign. Visuals, color, typography, form and shape are all elements that can be incorporated into the logo redesign with reason and purpose.
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comedy night typographical wordmarks

The evolution of a graphic element and design is achieved through building-on and extending graphic elements. Finding that core visual element that is consistent in use, and is carried through, and can be built on over time and with each application. This approach is essential in keeping the design fresh while staying within brand.

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palette of graphic elements tied together

A visual language results from a palette of graphics working together throughout the creative or identity system, tied together by a developed element like graphics, color, and type working together to create that visual language that sets the business or brand apart.

From the simple where the identity system consists of a logo, an icon for social media, and a three color palette, to the complex with icons developed for each product and service within a deep offering structure, an identity system is essential to any business that needs to communicate their offerings, stand out and apart.

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style guide book graphic

To ensure the business is consistently represented in all media, a style guide defines how the logo, icons, and the other components of the identity system are used and applied through visual rules and usage guidelines. From the simple to the complex, the style guide ensures the consistency needed to effectively represent the business in today's competitive business environment.
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formula icon logo by Logo Design Co
The Logo Design Company provides the identity solutions that startups, independent professionals, business and brands need to communicate the true value of their brands, in today's crowded markets saturated with competition.

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