Advanced level · Module 1: Brand Identity Systems · Lesson 2 of 4
Designing the Identity System
Create a flexible set of visual elements that work together.
In this lesson you will
- Design identity elements beyond the logo
- Build a flexible system
Key concepts
logo suitecolour and type systemsgraphic elements and patternsimagery style
The lesson
An identity system includes the logo suite, colour palette, type system, graphic elements or patterns, photography and illustration style, and layout principles.
Flexible systems give designers room to create varied materials that still look related.
Test the system on real applications early — a sign, a post, a report — and adjust.
Step by step
- Design the logo suite.
- Define colour and type systems.
- Create graphic elements.
- Test on three applications.
Practice activity
Design the capstone identity system.
Expected result: A tested, flexible identity system.
Check your understanding
-
Name three elements of an identity system besides the logo.
Show answer
Colour, type, graphic elements, imagery or layout principles.
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Why test the system early on real applications?
Show answer
To find problems before finalising.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.