Learning Activity – the Components of Visual Identity

Practical Assignment 2

1.Name the three most important components of visual identity.

I would say that the most important components of visual identity are the logo, the colours and the typography.

2. Describe the difference between logotype and signature.

A signature is the whole combination of logotype and wormark of  a brand, while the logotype is just the logo alone, when a brand starts getting recognice globally they might start to only use their logo alone when presenting itself.

3. Using Kuler create a colour scheme (using only three colours in each set) for the following products:

  • A rich chocolate cake that is made from real chocolate. The keyword here is “quality”.

chocolate cake quality

  • A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.

company delivery

  • An international insurance company that focuses on family values.

family friendly insurance

3.Write your name in four different typefaces, according to the following criteria. Use a typeface that:

  • expresses a unique quality about you
  • is inspired by your favourite food
  • makes your name look sophisticated
  • is drawn by hand

I made a pdf to present this assignment better: LA Typography


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