Scharmach Consulting

Visual identification

In order to be  successful in business , a company and its brands must associate properly and must properly reach their recipients. To achieve this goal, a well-thought  -out visual identification is needed , which will arouse appropriate emotions in the recipients and will be remembered by them. The visual identity preparation service is a complex process in which we identify the assumptions of a given brand and then develop an entire visual communication strategy that  will work in such a way as to achieve specific goals. The process creates a name, logo, and a brand or brand book, which is an instruction in the form of a book, describing how to use the visual identification system and which also includes all the necessary designs of utility materials such as business cards, catalogs or letterhead.

The beginning of the process of creating visual identification is always an interview with the client and a thorough analysis of the industry in which it operates or wants to operate, i.e. first we must thoroughly examine the territory in which the new or existing brand will be operating and competing. Without it, it is impossible to start the process, as there is no information influencing the definition of the character of visual identification. Based on the analysis of the data collected by us, we proceed to the process of designing visual identification, the next step of which is designing the company’s name, of the product, and if it already exists, we confront the existing name with the realities of the market on which it operates and propose changes. Of course, changing the name of a brand or company well-established on the market may not be the best idea, so in such situations, we usually do not change anything. Having already developed the name, we start the logo design process during which we prepare various proposals and variants. Logo proposals are created on the basis of information obtained from an interview with the client, as well as those obtained from market research, which allows us to match the logo and brand identityto the market realities, as well as to the expectations that our client presents to us. From the proposals that we present to the client, he selects one option, which is then refined in a later process in order to obtain the final creation. The ready logo becomes the basis for creating other elements of visual identification that could not be created without prior logo development.

Logo opracowane dla LiquidEnergy
Logo developed for LiquidEnergy - part of the visual identification system.
Księga identyfikacji wizualnej dla OpenSpace
Visual Identity Book developed for OpenSPACE - part of the visual identification system.
Logo developed for STARDENT Dental Center with an example of use - part of the visual identification system.

With the logo ready, it becomes possible to prepare other elements of visual identification , which does not mean that the process becomes less complicated. It is true that the development of a logo takes the longest time, as it is a fundamental element that requires analysis and consideration of every aspect that will affect the customer. However, at the stage of developing the remaining elements, we do not exclude analyzing from the process, because the created elements must be consistent with the logo made , they must properly harmonize with it and resonate to create a uniform brand image . You should choose the right typeface, matching sets of colors, as well as methods of combining and presenting them. Also, do not forget to preparebasic utility materials such as business cards, leaflets, letterhead, envelopes, as well as folders with practical examples of their use. The scope of the necessary materials can be determined individually, because, for example, in the case of product branding , a leaflet may be needed, but not necessarily letterhead.

All this information, along with instructions and examples of use, are included in the visual identity book . It is a document for the client, a specific instruction for use and handling of the logo, as well as the entire prepared visual identification. The document is also very useful in the case of cooperation with other advertising and graphic studios, because thanks to it they have guidelines regarding the style in which all materials should be designed. Thanks to this , the developed system of visual identification remains consistent at all times, provided that the guidelines contained in the brand book are followed .

Preparing a really good visual identification system requires a multi-stage process in which all the variables affecting its shape and nature will be taken into account – these include, among others, market and competition analysis, as well as potential customers along with the expectations and goals that the identification for the customer is to meet. the ordering party.

Preparing effective visual identification requires finding the right specialists

What distinguishes you from others is that you have found them. We carry out projects for well-known brands and introduce completely new ideas to the market. Ask us for a free quote.