The Design Process for developing an Identity Programme involves 6 stages as below:
- What is the brief from the Client?
- Is it a new design or a redesign?
• Stage One: Understanding the Organisation:
- What is the name of the Organisation?
- What are the major activities of the Organisation
- List the activities specific to the Organisation?
- What are the Artifacts specific to the Organisation? (buildings, structures, vehicles, etc.)
- Where all the Corporate Identity can be applied? (visiting cards to fascia to vehicles, etc.)
• Stage Two: Understanding the Users::
- How to increase user satisfaction?
. Multiple choices,
. focus on user,
. inviting retail outlets,
. seek the customer.
- Identify instances of the interaction of the user with the Company? (Can these be sequenced in terms of the level of interaction?)
• Stage Three: Semantic associations of the Organisation:
- What are the expressions connected with the Organisation? (Expressions, meanings, symbols, metaphors)
- What colours can be associated with the activities of the Organisation?
- What cultural factors can be associated with the Organisation?
- What aesthetic factors can be associated with the Organisation?
• Stage Four: Designing the Elements of Corporate Identity:
- The Corporate mark: Think of variations of the Visual Mark.
- The Name of the Organisation: Think of variations of the how to represent the Name of the Organisation.
- The Corporate Typeface for the Organisation: Chose a typeface to be associated with the organisation - it can have a connection with the organisation.
- The Corporate Colour for the Organisation: Chose a colour to be associated with the organisation - it can have a connection with the organisation
- Think of a fifth element for the Organisation: (example are the rainbow band for IOC, just do it for Nike, grill design of many cars).
• Stage Five: Application of Corporate Identity:
- Application of Identity Programme? Apply what you have conceived on all of the artifacts that are connected with the organization.