Part of a brand's identity system is its visual style. So what are the components of its visual style? Here is my list:
- Color palette
- Typefaces and graphic styles
- Types of images used (size, shape, subject matter, feeling, illustrations vs. photography, medium, special effects)
- Graphic symbols
- Shapes
- Texture
- Distinctive patterns
- Form
- Layout and horizontal vs. vertical blocking
- Use of lines or borders
- Sharp vs. soft edges
- Value and contrast
- Shading
- Use of white space
- Spacial relationship between elements
I recommend the following books for brand identity development:
- Logo Design Love: A Guide to Creating Iconic Brand Identities by David Airey
- Designing Brand Identity: An Essential Guide for the Whole Branding Team by Anita Wheeler
- Draplin Design Co.: Pretty Much Everything by Aaron James Draplin
