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neurologyYou need to know

• Visual identity is the visible representation of a brand, used to communicate the nature of its products, services and values to an audience.
• The purposes of visual identity are to build recognition and familiarity, establish a brand, develop brand loyalty and communicate visually with consumers.
• The main component features of a visual identity are the brand name, logo and slogan or strapline.
• The elements of visual identity include graphics, shapes, symbols, typography, colour palette, layout and level of complexity.
• Brand identity is the overall character and values of a brand, whereas visual identity is the collection of visible elements used to express that identity.
• Business type, brand values and brand positioning influence the choice of typography, colour, imagery, symbols and layout.
• Brand positioning describes where a brand sits in its market, such as economy, mid-range or high-end, and its visual identity should communicate that position.
• Visual identity elements work together to shape audience perception and create emotional responses; a design is not fit for purpose if these responses conflict with the intended brand identity.
• A successful visual identity encapsulates the brand's values and is relevant to its target audience, market and products or services.
• House style is a consistent set of design rules, such as colours, fonts and layout, used across a brand's graphic products.
• Alignment, typography, colour and white space create visual hierarchy, improve readability and help audiences identify the most important information.
• Graphic products use conventions such as titles or mastheads, headlines, copy, images and additional information, but their arrangement varies between advertisements, covers, games, leaflets, packaging, posters and web graphics.
• Typography communicates meaning through choices such as typeface, font style, size and effects, and it must remain clear and suitable for the audience and purpose.
• Colour can communicate meaning and emotion, while systems such as Pantone and the Natural Colour System provide standardised ways to identify and reproduce colours.
• Bitmap or raster images are made from pixels, so enlarging them can cause pixelation; their quality also depends on pixel dimensions, resolution, colour depth, colour mode and compression.
• Raster file formats vary in the number of colours they support, the compression they use and whether they can preserve a transparent background.
• Vector graphics are constructed from mathematically defined paths, so they can be enlarged without losing quality and are suitable for logos and large-format print.
• Vector assets may have small file sizes, but their compatibility depends on the file format and whether suitable software supports it.
• Assets from clients, websites, stock libraries and social media remain subject to copyright, licence terms and permissions; online availability does not automatically permit reuse.
• Mood boards collect visual inspiration, mind maps expand connected ideas, concept sketches develop possible designs, and visualisation diagrams show an annotated proposed layout or final appearance.

• Select and combine names, logos, straplines, graphics, typography, colours and layouts to create a visual identity that communicates the client's values, market position and target audience.
• Apply alignment, visual hierarchy, suitable typography, colour and white space to produce a clear layout that follows the conventions of the intended graphic product.
• Search for suitable assets using search-engine filters, stock libraries or client libraries, checking image size, file type and licence conditions before use.
• Record each sourced or client-owned asset in an asset table, including its source, copyright owner, licence and permission status.
• Generate and refine ideas using relevant mood boards, mind maps, concept sketches and annotated visualisation diagrams.
• Set an appropriate canvas size and use grids, guides and rulers to position text and image assets accurately.
• Create and edit graphics using drawing tools, selections, layers, layer opacity, layer styles, typography, colour adjustments, retouching tools, filters and effects without reducing clarity or legibility.
• Prepare assets for print by resizing and resampling them to suitable pixel dimensions and dpi, rasterising vector graphics when required and retaining transparency where needed.
• Organise original and edited assets in clearly labelled separate folders, using file formats that preserve the required quality and transparency.
• Save an editable, high-resolution master file in the software's proprietary format, then repurpose and export copies in file formats, dimensions and resolutions suitable for their intended use.