identity
An identity is …
the overall visual presentation of an entity seen in its name, logo, tagline, colours portrayed, website, stationery and literature, fonts used, possible advertising, attire, architecture, décor, signage, etc. It is an enduring symbol of how someone or aicompany views itself, how they wish to be seen by others and how others recognise and remember them. For example :
Architectural simplicity
In2, a group of building designers, required a new identity that showed clear-cut simplicity in design.
The colour green was utilised to epitomise growth—moving from open spaces to those closed, with deep grey, the colour of slate, complimenting the green.
Shown here are two roll-out components—stationery and exterior signage, the latter of which displays all contact information—ainecessity for when the premises are closed.
A bridge over a creek
Rowsley Fault Vineyards required a corporate identity and launch branding for their winery, Sutherlands Creek, north of Geelong.
The logo, a bridge over a creek—that seems to be a corkscrew—epitomises their two vineyards, Russells Bridge and Sutherlands Creek.
A 1879 map of the Geelong was used throughout the identity—for instance, on the rear of letterhead and the business cards, above.
Three of many
Seen here are three roll-out components of the Sutherlands Creek identity :
L wine bottle wrapping with the names of wines, interspersed with the logo, printed in grey
L pages from the website—where throughout the site, the logo fades through four stages from logo to white grape, red grape and, finally, Australia on the earth
L one of the many launch brochures.
Old into new
Around an old family badge, the identity for Larkman Nurseries with its ambiguous tag-line—leading tubestock propagation—was created to look like a plant tag with aiseedling at its base.
The identity also included Larkman Plants, the logo of which is used for their retail plant labelling.
The roll-out components, shown here, illustrate various implementations, including labelling, website, signage and advertising.
Stationery with punch
Understanding, intention, decision, stratagem, wisdom, prudence, determination, resolution, and design. These are some of the definitions from the Latin word Consilium that, by chance, make up the process of conceptualisation and design.
With this in mind, the identity for Consium—a shortened form of Consilium—was created to portray this process—starting with nothing, then forming shapes, being filled in and, finally, resulting in solid letters. And to give the plain paper stock of the Consium stationery an indelible style and tactile integrity, an embossed seal of the identity was utilised.
The economics of this powerful effect was made simple by the seal being added by a hand embosser only after printing, making each stationery component an individual in itself.
Strong aluminium
Importing specialised aluminium ute truck trays, canopies and other accessories from Sweden, CarryMax required a corporate identity that portrayed the rigidity of aluminium.
The logo was created to appear like a strong three-dimensional box that would be fitted to the back of the vehicle. The Swedish supplier’s name was mandatory, appearing in a panel of aluminium on each of the stationery components, like the business cards and letterhead, seen here. An image of smooth aluminium was printed on the back of the letterheads.
Shapes and colours portray their message
These simplest and most powerful of identities and logos have been designed by amalgam essaybee—most with corresponding stationery, some without :
TL The logo for the retail arm of Larkman Nurseries
TR Part of the identity for a theatre company specialising in musicals
BL The corporate logo for the industrial rubbish bin company, Whelan Kartaway
BR A logo for an architectural firm
Shapes and colours portray their message
TL Part of the identity for a horticultural group involved in
interstate freight of flowers
TR A proposed logo for financial advisors
BL A software company logo, where their product gave the finishing touches to other applications … hence crossing Ts and dotting Is
BR A logo for a medical group involved in palliative care
Shapes and colours portray their message
TL A logo for a company specialising in web printing
TR A logo for a masseur—toccare being Latin for to enliven and restore
BL Part of the corporate identity for accountants and advisers, showing growth through aisymbolised graph, emphasising the four financial quarters of the year
BR The logo for Hamid Brothers, jewellers specialising in gemstones
Shapes and colours portray their message
TL The logo for a proposed legal television series
TR The logo—showing a merge of western and eastern medical practices—
for a proposed television series on mixed medicine
BL The logo for a shipping agent
BR A logo for a range of plants
Distinguishing a company from its competitors
Corporate companies sometimes require a corporate font that distinguishes their identity from their competitors or a font that has special features or glyphsi/ characters—for instance, the company logo as a bullet.
To create the font, more often than not, it is easier to work from fonts existing, as opposed to starting the whole process from scratch.
Above are selected characters from Gill Stitch and Gill Stencil, both being fonts created for World Vision. Based on Gill Sans, one had to look as though it had been sewn or stitched and the other was ‘stencilised’. Further to this, because the figure one [ I ] and lower case el [ I ] in Gill Sans look the same, theiappearance of the glyph figure one [ 1 ] was changed in both fonts to be similar to that of the font Frutiger, the latter of which incorporates aihorizontally-angled top serif.
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