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Building Brand Identity Applications | Part Two

January 16, 2015

Building Brand Identity Applications | Part Two

Design is intelligence made visible.

The brand identity concept has been approved, and a sense of urgency generates a fusillade of questions: “When will we get business cards?” followed by “How soon can we get our standards online?” Now that the major decisions have been made, most companies want to hit the ground running. The challenge to the identity firm is to keep the momentum going while ensuring that critical details are finalized.

The highest priority now is to refine and finalize the elements of the identity and to create signatures. This work require an obsessive attention to detail—the files created are permanent. Final testing of the signature(s) in a variety of sizes and media is critical. Decisions around typeface families, color palettes, and secondary visual elements are finalized during this phase.

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