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Illustration, whether photography, line art, oil painting, cartoon or computer-generated fractals, can add significantly to the personality of a brand. With today’s computer imaging
techniques, otherwise bland photos can be blended and blurred,
etched and framed, sharpened and solarized to create unique styles. Charts and graphs can be styled uniquely. Borders and margins of promotional and technical data sheets can be fashioned consistently to convey a family feel.
Yes, there are many options available. But for the sake of identity, we believe it is best choose or invent one that best represents or reflects the underlying concepts of the brand, and
stick with it until customers can identify the brand without seeing name or logo.
The use of symbols other than the logo as a visual element can be powerful and meaningful to customers. A compass or sextant can indicate a company can guide individuals to their
objective. An eagle can symbolize freedom. A tree can represent long life, serenity or environment. Again, through consistent use of a symbol the brand’s personality or attributes can be visualized.
The use of certain design elements such a unique drop caps, arched borders, setting type on a line, using one photo per page (or six photos per page), gradient backgrounds, copious use of
white space, and a thousand other devices can be used to impart a unique personality if used consistently.
Grid patterns: One especially valuable tool for establishing consistency from one promotional piece to another is the design grid. Rather than limiting a design, the grid provides a basic foundation upon which many variations can be expressed while retaining a family appearance. Thanks to electronic media, these grids can be imposed upon a layout or drawing page to act as templates.
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