Steps
Step 1
Brand Research & Strategic Positioning
The core task of this step is to deeply understand the brand status and target audience, and clarify the design direction and strategic positioning of the brand visual identity system. Brand visual design is not凭空 artistic creation, but visual expression based on brand strategy. Through systematic research and analysis, identify the brand's core value and differentiated positioning, providing clear direction guidance for subsequent design.
• Collect brand history materials, existing visual assets and competitor visual systems, conduct SWOT analysis and visual audit to identify strengths and weaknesses of brand recognition
• Understand target audience's brand perception and aesthetic preferences through user interviews and questionnaires, build user personas, determine design style direction
• Write brand visual strategy brief, clarifying brand tone, core keywords, color direction and design principles as guiding framework for subsequent design
Deliverable: Brand visual strategy brief (including competitor analysis, user personas, style positioning, design keywords) | Quality standard: Clear strategic positioning, executable direction, consistent with brand tone
Step 2
Logo Design & Concept Development
This step is the core creative phase of brand visual identity system design, transitioning from strategic thinking to visual expression, transforming abstract brand concepts into concrete logo graphics. Logo is the core of brand visual identity, requiring uniqueness, recognizability and memorability. Through multi-directional concept exploration and screening, find the visual symbol that best conveys the brand spirit.
• Apply brainstorming and mind mapping for creative development, explore logo design directions from multiple dimensions such as brand name, industry attributes, core values, cultural connotations, generate at least 20 creative sketches
• Evaluate design proposals from four dimensions: recognizability, uniqueness, aesthetics, and scalability, screen 3-5 promising directions for deepening design, produce exquisite vector graphics
• Conduct logo application testing, including minimum size application, black and white reverse effect, different material applications, dynamic effect testing, etc., ensure logo applicability in various scenarios
Deliverable: Logo design proposal (including creative sketches, detailed design drafts, application test drafts, design explanation) | Quality standard: Unique and meaningful creativity, exquisite visual expression, strong applicability
Step 3
Visual Identity System Basic Design
This step expands logo design into a complete basic identity system, establishing standard specifications for brand vision. The basic system is the cornerstone of brand visual identity, including core elements such as logo, standard typography, standard colors, auxiliary graphics and their usage specifications. Systematic basic design ensures brand vision remains unified and professional in any application scenario.
• Design basic element system including logo standard drawing, standard typography design, standard and auxiliary color systems, graphic element system, combination specifications, prohibited specifications, etc., establish a complete visual element library
• Develop detailed usage specifications, including minimum usage size of logo, safe space, color specifications, background requirements, incorrect usage examples, etc., ensure consistency of brand vision
• Design auxiliary graphics and visual texture systems, develop exclusive visual language for the brand, enhance richness and recognition of brand vision, provide more visual materials for application design
Deliverable: Basic identity system specifications (including logo, standard typography, color system, auxiliary graphics, combination specifications) | Quality standard: Complete and standardized system, coordinated and unified elements, strong operability
Step 4
Application Identity System Design
This step implements the basic visual system into specific application scenarios, demonstrating the effect of brand vision in actual use. The application system is the interface between brand vision and the public, covering office supplies, public relations gifts, advertising, environmental wayfinding, digital media and other fields. Complete application design allows clients to intuitively feel the practical value of the brand visual system.
• Design office supplies including business cards, letterhead, envelopes, ID badges, folders, PPT templates, email signatures, etc., establish professional brand image
• Design brand promotion materials including posters, brochures, packaging, social media assets, website banners, etc., demonstrate application effects of the brand visual system on different media
• Conduct spatial environment research and pedestrian flow analysis, sort out wayfinding needs and information hierarchy, develop overall wayfinding system plan including hierarchical structure of primary, secondary, and tertiary wayfinding
Deliverable: Application identity system design (including office supplies, promotional materials, packaging design, environmental wayfinding) | Quality standard: Rich application scenarios, unified visual effect, strong implementability
Step 5
Brand Manual Production & Delivery
This step is the concluding phase of brand VI design, organizing all design results into a systematic brand visual manual and conducting final delivery. The brand manual is the code of brand visual management, providing standard guidelines for daily brand visual application. A standardized and complete manual ensures brand vision maintains consistency and professionalism in long-term use.
• Organize all design results, structure content according to standard VI manual structure, including cover, table of contents, brand philosophy, basic system, application system, copyright statement, etc.
• Produce PDF version and printed version of brand manual, design clear layout and reading path, ensure manual has complete content, clear structure, and is easy to consult
• Provide complete design source files and usage guides, including AI vector files, font files, color configuration files, etc., provide support for client's subsequent brand maintenance and expansion
Deliverable: Brand visual identity system manual (including complete manual PDF, source files, font package, usage guide) | Quality standard: Complete and standardized manual structure, detailed and professional content, complete deliverables