Criteria
for managing
your visual identity
First in a series by Dana and John Dixon,
copyright Dixon Design
Gaining full benefit from an identity program cannot simply rely on affixing a logomark on every document. Instead, each point of contact is an opportunity to reinforce a memorable image. This can be achieved through the development of flexible formats within a consistent visual style, providing a meaningful context in which the logomark can best perform. Creating a workable balance of consistency and flexibility offers optimum effectiveness.
Your transition to an enhanced visual identity is most productive when graphic design consultants work toward a solution with your active involvement, using the following criteria to evaluate creative ideas.
To effectively represent your organization, your visual identity program:
Should
be unique and memorable.
It must be based on your distinctive service or product, capabilities, philosophy,
and community orientation.
Should be on target.
It should be appropriate for your primary service area. It must effectively
focus perceptions for your defined markets and the diverse constituencies
vital to your success.
Should
clearly communicate.
It must project the business impression you seek with adequate impact and
without unnecessary visual clutter.
Should
be technically legible.
It must perform within a full range of sizes and for different viewing distances,
and consider the parameters and tolerances of various production requirements
and electronic formats.
Should
be cost effective.
It must be designed with specifications that consider realistic budgets, and
yet do not compromise the fundamental goals of a sound, professional image.
Should
be consistently presented.
It must be a system that builds image equity through continuity in application,
thereby reinforcing name recognition and a positive identity.
Should
be comprehensive and manageable.
It must be flexible enough to allow for ease of application and address a
variety of potential situations without sacrificing the critical aspect of
image consistency.
Should
be thoughtful and graphically refined.
It must derive from your strategic objectives by a professional design process
that has your confidence, commitment, and active participation.
Establishing an Effective Image: Visual Identity Management
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