{"id":6537,"date":"2021-05-15T21:05:38","date_gmt":"2021-05-15T21:05:38","guid":{"rendered":"https:\/\/genarodesign.com\/?p=6537"},"modified":"2024-08-04T03:44:21","modified_gmt":"2024-08-04T03:44:21","slug":"5050-methodology-old","status":"publish","type":"post","link":"https:\/\/www.genarodesign.com\/staging\/8591\/5050-methodology-old\/","title":{"rendered":"Identity Design, the 50\/50 Methodology.OLD"},"content":{"rendered":"\n

The identity design methodology I always try to follow\u2014and am currently teaching\u2014begins by understanding the brand\u2019s messaging strategy, researching the client\u2019s industry and competition, then presenting a conceptually driven solution.<\/p>\n\n\n\n

I strongly believe that a good mark should always represent critical thinking; in other words, the mark should be conceptually strong. Furthermore, every graphic element used on the mark must have an intentional purpose; finally, never forget that the aim of a logo is not to tell a story but to identify and help the user remember the experience with the brand.<\/p>\n\n\n\n

In sum, when designing identities, I strive to find the perfect balance between an image, a sign, or a symbol\u2014known to me as the 50\/50 rule.<\/p>\n\n\n

\n
\"50\/50<\/figure>\n<\/div>\n\n\n
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STAY DOG HOTEL LOGO \u2022 DESIGNED BY GENARO SOLIS RIVERO<\/figcaption><\/figure>\n\n\n\n
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The aim of a logo is not to tell a story, but to identify and remember the experience with the brand.<\/p>\nSAGI HAVIV \u2022 Author of IDENTIFY and partner of chermayeff, geismar and haviv<\/cite><\/blockquote>\n\n\n\n

\n\n\n\n
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DRINKS ON US LOGO \u2022 DESIGNED BY CHRISTOPHER CASTILLO, ART DIRECTION BY GENARO SOLIS RIVERO<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n
\n
\n
\n
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What is a brandmark?<\/h6>\n\n\n\n

A brandmark is a graphic representation of an idea, entity, or object. It is also known as an identity, mark, symbol, or brandmark.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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\n
What is a logotype?<\/h6>\n\n\n\n

It is a word or words in a distinctive and particular typeface. A logotype may be redrawn or modified to express the company\u2019s personality better.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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What is a signature?<\/h6>\n\n\n\n

It is the specific designed combination of a mark and a logotype. A company or business may have several signatures that should never be changed from the original and approved composition.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
\n\n\n\n

What should an identity communicate?<\/h1>\n\n\n\n
\n
\n
WHO you are.<\/h6>\n\n\n\n

Typically it will consist of a logotype with the brand\u2019s name.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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WHAT you do.<\/h6>\n\n\n\n

It may portray the brand\u2019s product, service, or idea.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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HOW you do it.<\/h6>\n\n\n\n

It showcases the brand\u2019s process or tools.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n
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WHERE you want to go (goals).<\/h6>\n\n\n\n

Sometimes the visual solution represents a brand\u2019s goal, vision, or other type of abstraction.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
\n\n\n\n

How does someone remember a logo?<\/h1>\n\n\n\n

SEQUENCE OF COGNITION.<\/h6>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Immediately recognizable forms facilitate brand recognition.<\/p>\n\n\n\n

Additionally, the sequence of cognition states that the human brain first identifies shape, secondly, color, and finally form; thus the importance of using simple and recognizable shapes to build an identity.<\/p>\n\n\n\n

<\/div>\n\n\n\n

In sum, an identity should communicate one specific message, to be simple, relevant, distinct, memorable, easy to reproduce, and legible.<\/p><\/blockquote><\/figure>\n\n\n\n

<\/div>\n\n\n\n

What is the difference?<\/h1>\n\n\n\n

Corporate Logo.<\/h6>\n\n\n\n

It gathers visual elements to create a relevant, simple, and memorable visual representation of who you are, what you do, how you do it, or where you want to go.<\/p>\n\n\n\n

Corporate Identity.<\/h6>\n\n\n\n

It is a cohesive application of a corporate logo combined with a controlled set of elements (typography, color, layout, etc.) across a complete range of communications materials.<\/p>\n\n\n\n

Branding.<\/h6>\n\n\n\n

The total essence of a company\u2019s products, services, and reputation is expressed by the look, feel, and \u201ctone of voice\u201d of the materials presented to the consumer.<\/p>\n\n\n\n

\n\n\n\n
References<\/h6>\n\n\n\n

Wheeler, A. (2018). Designing brand identity: an essential guide for the entire branding team. <\/em>(5th. ed). Hoboken, NJ: Wiley.<\/p>\n\n\n\n

Neumeier, M. (2006). The Brand Gap.<\/em> Berkeley: New Riders.<\/p>\n\n\n\n

Neumeier, M. (2007). ZAG.<\/em> Berkeley: New Riders.<\/p>\n\n\n\n

Kennedy, A. (Ed.). (2011). Identify. Basic principles of identity design of the iconic trademarks of Chermayeff & Geismar.<\/em> New York: Print Publishing.<\/p>\n","protected":false},"excerpt":{"rendered":"

The identity design methodology I always try to follow\u2014and am currently teaching at Texas State University\u2014begins by understanding the brand\u2019s messaging strategy, researching the client\u2019s industry and competition, then presenting a conceptually driven solution.<\/p>\n","protected":false},"author":1,"featured_media":6586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25,27,30],"tags":[33,34,36],"class_list":["post-6537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-resources","category-insights","category-teaching","tag-design","tag-identity-design","tag-methodology"],"yoast_head":"\n50\/50 methodology<\/title>\n<meta name=\"description\" content=\"Finding the perfect balance between an image, a sign, or a symbol\u2014is known to me as the 50\/50 rule. 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