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Legend: RUP Notation
Workflow > Detail > Activity

Activity: Design Brand Identity

Brands need a distinctive visual identity, so that users are able to quickly recognize the branded product or service. Therefore, project teams need brand identity guidelines to ensure a consistent use of the logotype, mark, etc.

More detail: Purpose - Frequency - Steps

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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 establish or reposition an online visual brand identity.

This work is tightly integrated with the Activity: Define Brand. The visual elements of the brand must reflect the brand's personality and desired positioning. The visual brand identity itself, along with any associated guidelines for use, would be documented in the Artifact: Brand Identity.

Frequency

When performed, this activity is done once per project during Inception or very early Elaboration. The Role: Brand Strategist, Role: Brand Designer and other supporting roles perform many 'internal iterations' to explore ideas and approaches for communicating the brand.