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Workflow > Detail > Artifact

Artifact: Brand Identity

The Brand Identity defines the visual representation of the brand. The primary identity is usually a logo for a company, service, product, group, etc. Well-designed and -promoted brand identities result in rapid recognition.

More detail: Purpose - Audience - Template

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Marketing Plan Usability Benchmarks Industry Analysis
Business Strategist
Brand Designer		 Brand Strategist Define Brand
Business Concept		 Competitive Analysis
Brand Strategy
Brand Strategist Brand Designer Design Brand Identity Brand Identity

Purpose

To define the chosen visual representation and its variations to be used in different situations (e.g., online, in print, with a light background, with a dark background, etc.) The Brand Identity is the visual representation for the company, group, product, or service most closely associated with the web-based application being built.

Audience

The following roles use the Brand Identity:

  • The Role: Creative Concept Director uses it as input to defining the creative approach and visual elements of the web-based application to be built.
  • The Role: Graphic Design Director uses it as an element in the visual design of the pages.