D.Point / creative agency logo

The process of creating a visual identity

Visual identity is the suit of every business. It is everything that you can physically see – from the logo itself to its application in space. Simply put, its purpose is to attract, inform, and create and maintain brand recognition through consistent application. The process of creating a visual identity is a long-term process that requires time. Through many years of experience, certain steps have become established in our agency, which we always use to arrive at the final visual solution – a solution that clearly communicates the values, personality and mission of the brand for which we create a visual identity.

1. Inputs from the client, research and analysis

The first thing we do is to put ourselves in the client’s shoes. What is most important to us is understanding the brand, so that is why we conduct in-depth research to define its mission, goals, values ​​and target audience. Inputs for understanding are best obtained through a live meeting, because in this way we best create a complete and clear picture of the problem we are approaching. Also, an excellent source of information about the client is the D.Point Design questionnaire (download), through which the client, often unconsciously, opens up a bunch of possible directions and ideas for development.  
After we have collected all the information, we throw ourselves into the analysis of the competition and the market and look for a way to make a break from everything seen.

2. Strategy development

Developing a strategy is a step we adore because in this step everything becomes crystal clear. Now we set the goals of the visual identity and define the targeta udience by creating an imaginary persona, and we know the direction in which we continue to work. By the way, in the creation of any type of design, it is essential to determine what is the primary and most important goal of the new design because the goals can be different, such as recognition, consistency, attractiveness, and the like.

3. Creating a visual identity

In the third step, we start developing the design, first the logo, then the visual identity. We think, try and choose symbols, typography and colors that will represent the new visual identity. When we think about colors, we choose those that reflect the character of the brand, but also appeal to the target group. When it comes to typography, we choose those fonts that match the brand’s personality, but we also choose those that ensure readability.

4. Testing and auditing

After we create one or more solutions, we present the design to the client to get feedback. If necessary, the design will be adjusted according to the received feedback until we get a final solution that the client, as well as us as an agency, is completely satisfied with. We work until we get that “wow effect”.

5. Development of stylistic direction

After the solution is approved, we create a mini-book of standards that defines the rules for using colors, typography, spacing, proportions and all other elements to maintain visual consistency. With this step, we give the client an insight into the way of applying the visual identity to different media.

6. Design of additional elements

We also design additional elements such as business cards, letterhead, e-mail signatures and all other elements used in brand communication.

7. Application to different media

We adapt the created visual identity for websites, social networks, e-mail marketing and other parts of the digital world. In addition, we prepare materials for printing such as flyers, posters, packaging, roll-up banners and the like. In this step, the visual identity is realized in the full sense, because through consistent communication and application to different media, the brand gets its own suit.

8. Delivery to the client

At the end, the client receives a final package containing the final versions of the logo in all necessary formats (jpg, png, pdf, ai) and a mini book of standards with instructions for using the logo. 

9. Monitoring and adaptation

Although the final solution has been created and the visual identity has started to be used, we attach great importance to monitoring how it is perceived and accepted by the target audience, and if necessary, we adapt it to changes in the brand or changes in the market.  
However, throughout all the above process and steps, cooperation and communication with the client are key. Only with high-quality, productive and open two-way communication, the visual identity will achieve its purpose – it will convey the desired message and communicate brand values.  
If your business needs a suit – contact us.