The Visual Identity Checklist
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Logo: Use it to communicate your brand personality.
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Should be flexible (logomark, logotype, combination mark).
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Should render well at small sizes.
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Colors: Keep it simple and appropriate.
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1 main color, 2 primary colors, 3-5 complementary colors, 2 accent colors.
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Fonts & Typography: Create as an extension of your logo.
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Choose 2-3, including a primary brand typeface, then secondary typefaces.
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Consider size.
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Test for legibility with the \'Ill rule\' (capital 1, lowercase 1, number 1).
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Hierarchy: Design an intuitive flow.
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Guide viewer through content easily.
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Include headers, subheaders, body copy, images. blurbs, etc.
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Photography: High-quality. high-resolution imagery.
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Include photo treatments. dimensions, etc.
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Remember inclusive representation.
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Illustration: use to enhance, not to overwhelm.
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Choose a single style.
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Keep it simple and consistent.
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Iconography: use to simplify communication.
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Design simples images that render clearly at small sizes.
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Make sure image is relevant to subject.
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Data Visualization: Design for comprehension.
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Follow best practices.
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Avoid chart junk and 3D charts.
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Order intuitively.
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Video & Motion Graphics: Specify styles for different mediums.
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Web Design & Interactivity: Good UX creates a good brand experience.
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Consider accessibility.
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Design for mobile.