Learning Activity – the Components of Visual Identity

31. October 2017 Uncategorised 0
Learning Activity – the Components of Visual Identity


Learning Activity – the Components of Visual Identity

Watch the video on Lynda on the design of typography: Logotype Design with Doyald Young.

Practical assignment 2
Getting to grips with the components of visual identity (4 hrs)
  1. Name the three most important components of visual identity.
  2. Describe the difference between logotype and signature.
  3. Using Kuler create a colour scheme (using only three colours in each set) for the following products:
    1. A rich chocolate cake that is made from real chocolate. The keyword here is “quality”.
    2. A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.
    3. An international insurance company that focuses on family values.
  4. Write your name in four different typefaces, according to the following criteria. Use a typeface that:
    1. expresses a unique quality about you
    2. is inspired by your favourite food
    3. makes your name look sophisticated
    4. is drawn by hand

Due dates

All assignments must be uploaded onto your WordPress blog by the end of the second week of Strategic Design, week 12. (The final deadline is Sunday at midnight.)

Resources and equipment for this week’s learning activities

  • Lynda course on Logotype Design with Doyald Young.
  • Lynda course on Design Techniques in Photoshop and Illustrator by Deke McClelland.
  • Designing Brand Identity by Wheeler, A. 
  • Branding, Vaid, H.
  • Toothpicks and Logos, Heskett, J.
  • Logo Design Workbook by Adams, S. and Morioka, N. 
  • Adobe Photoshop
  • Adobe InDesign



The three most important components of visual identity are:

  • Logo
  • Color
  • Typography



The difference between logotype and signature is:

  • A logotype is a word (words) in a determined font. 
  • A signature is the specific and nonnegotiable designed combination of the brandmark and the logotype. 
    Resource: Designing Brand Identity by Wheeler