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Legend: RUP Notation
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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Content ManagerBusiness Concept (from Business Strategy)Brand Strategy (from Business Strategy)Usability Benchmarks (from Business Strategy)
Brand Strategist
Business Strategist		 Creative Concept DirectorDevelop Visual SystemDefine Key ExperiencesActor Catalog
Requirements AnalystBrand Identity (from Business Strategy)Creative ConceptUser Research Report
Creative Concept Director
Usability Evaluator		 Graphic DesignerFormalize Visual Development Guidelines Supplementary Specification
Visual Development Guide

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.