Lesson task – the Components of Visual Identity – week 6

Getting to grips with the components of visual identity

• Name the three most important components of visual identity.

1. Logo
2. Colours
3. Typograpy

• Describe the difference between logotype and signature.

The logo is the trademark of the brand, the signature is personal and a name, written as approaval.

• 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