Brand & Identity · 01 of 04
Build an identity others can use
Deliver the rules and examples that support consistent new work.
The idea
A logo identifies an organisation, but a usable identity also guides type, colour, imagery, layout and writing.
Explain the role of each element so someone can create a new page or document without copying a finished example exactly.
Provide usable assets, a small set of templates and examples of common decisions. Show how the system handles constraints such as long titles, narrow formats and limited colour. Keep the guidance accessible and specific enough to resolve real questions, then update it when repeated gaps appear.
How to see it
Terms used in this lesson
The parts
- Identity system
- The coordinated rules and assets used across applications.
- Template
- A reusable starting structure.
- Guidance
- Examples and explanations that help others make consistent choices.
In practice
- Explain roles with working examples
- Provide usable templates and assets
- Test the guidance with another person
Avoid
- A handover containing only finished artwork
- Rules that omit common formats
- Guidance that nobody can locate or maintain
The test
Give the assets and guidance to someone outside the design team. Ask them to make a new item and note where the system leaves them guessing.
Reviewed against all forty, on your product.
The audit is the cheapest thing we sell, and it regularly concludes that you do not need the project you came for.