D · BrandIntermediate50 min read
8. Brand identity basics
Graphic Design · 52 pages source format
A brand is a promise made visual. Logo mark, wordmark, color, type, voice — condensed into a mini identity for your fictional client.
What you'll learn
- Logo types
- Clearspace & minimum size
- Brand voice one-liner
- Do / don't examples
Mark vs wordmark
Many strong brands use a simple mark + wordmark lockup. Start simple — letterform, monogram, or abstract mark tied to the client story.
Do this now
Sketch 10 rough marks on paper. Digitize top 3 in Figma.
Clear?
Clearspace & misuse
Define padding around logo equal to cap height of wordmark (or x-height rule). Show 2 “don’t” examples (stretch, wrong color).
Do this now
Brand page in Figma: logo, clearspace diagram, 2 don’ts.
Clear?
Voice in one sentence
“Sounds like ___ , not like ___.” Guides copy on posters and social.
Do this now
Write voice line for your client. Apply to headline rewrite on your poster.
Clear?