Adam Garlinger / Logo Design

Identity System Design

By Adam Garlinger

An identity system works as a visual language, representing unique elements of a business. These elements can be the offered services, products, or the ingredient of business value such as the differentiators or competitive advantages.

Through the usage of color, typography, and the graphics, the identity system can establish the tone and feel of the messaging and writing. The components of an identity system include the primary logo, secondary logo, typographic version of the logo, icons, graphics, color palette, and the typography palette. With the usage of the elements of the identity system defined, working as part of a visual brand.

The identity system will become an important part in the design and the development of a visual brand, working with the photography, imagery, and messaging to create a business image. Then developed into layouts for the website, advertising, marketing, and social media platforms. If the development of a visual brand is not part of the scope of work, it is best practice to design the identity system to be flexible in how it’s later used and applied...achieved through a designer’s creative process and expertise.

An identity system can be developed as part of a new logo design assignment, or for an existing logo. In both cases it’s important that the logo is able to be responsive, to ensure it works as intended in all spaces, and provides the visual flexibility a business needs. A responsive logo is achieved through the design of the logo, creating an alternate or secondary version of the logo, and the development of an identity system where each graphic serves a purpose.