Graphic design: The foundations of a visual identity

Conscious of it or not, many companies use their logo as a strong management tool. In a simple way it capsulates the idea behind the company. However, as time changes and the company evolves, a company needs to be adjusted or changed accordingly.

Symbols are often put at the heart of the creative process. A symbol has the same power as music to play upon the emotions, memories and sensitivities.However, the logo does not necessarily need to have a symbol. Many design elements together can create a consistent and distinct look. For instance, corporations like DSB (Danish Railroads) and Danske Bank Group have chosen to use a custom made typography as the single most important element in their visual identity.

Basic Elements

Within graphic design lie the basic elements of a new or redesigned visual identity. Based on the client's values and preferred market position, the building bricks of the visual identity are developed: corporate colours, logo, typography, picture style, pay off and other design elements. These elements work as foundation for printed material such as business cards, letters, magazines, annual reports, and brochures.

Kontrapunkt has a long and proud history of graphic design and design of logos and typographies.