Brand & Identity · 03 of 04
Test the demanding formats early
Check the identity where detail, space or reproduction is constrained.
The idea
Presentation size can hide weaknesses that appear in a favicon, a small label or a single-colour print.
Identify the formats the identity will actually use and include the most demanding ones early in development.
Create variants when necessary rather than expecting one file to work everywhere. A compact symbol may suit a small icon while a full wordmark needs more space. Check physical production with the relevant supplier; success at screen size does not guarantee success in embroidery or engraving.
How to see it
Terms used in this lesson
The parts
- Variant
- A version adapted to a particular use.
- Minimum size
- The smallest tested size for a specified asset.
- Production test
- A sample made using the intended output process.
In practice
- List the formats the identity must serve
- Test constrained uses early
- Supply appropriate variants
Avoid
- Approving only at presentation size
- Assuming one small-screen test covers production
- Letting others improvise missing variants
The test
Review the smallest digital use and a realistic production sample. Is the identity recognisable, and are the correct variants easy to choose?
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.