From a design standpoint, identity is the visual look and identifying characteristics of an organization.
Identity Systems are traditionally made up of logos, letterhead (with matching envelopes), and business cards but also spill over into other areas such as business forms, brochures, and signage as well. In part, it's the use of corporate colors and fonts coupled with the consistent use of a logo and other graphic elements that help to establish a visual identity system no matter where it is used.
- Logos are symbols or wordmarks that help to quickly, visually identify a company or organization. They are used in almost all printed materials a company produces and along with color and basic design elements the logo reinforces an organization's identity and name or brand awareness.
- Letterhead and business cards are the basic items that most businesses use and are often the first thing small business owners will contact a designer to create. For a small business on a budget the letterhead may do double or triple duty for printing invoices, fliers, or even for simple brochures. If you are working with a new or very small business you can create goodwill by showing them designs which allow them to use their basic letterhead for a large variety of other documents.
Designing Identity Systems
Logo design may be done independently of letterhead and business cards as a specialized field within graphic design. Other designers offer logo design as part of an identity systems design package that includes business cards, letterhead, and matching envelopes.- Create a Basic Identity System offers advice on questions to discuss with the client, layout ideas, choosing fonts, colors, paper, and printing methods, and provides a self-guided project at the end.
- Logo Design Tutorials offers tutorials of varying complexity from many logo designers including input from designers on How long does it take to design a logo?
- Parts of a Business Card help you make sure that your layout includes all the pertinent elements and make sure you always include at least the minimum information that should go on a business card.
- Letterhead Design Tutorials includes tips and templates.
- Parts of an Envelope may not seem particularly relevant to identity design but choosing the right style of envelope for use with company letterhead can help to reinforce branding.
Printing Letterhead and Business Cards
The paper used for business cards and letterhead are usually different grades — cover for business cards and bond for letterhead — but designers typically select papers with matching colors and finishes.The most common commercial printing process for letterhead and business cards is offset lithography although in some instances engraving, thermography, and letterpress might be selected. Desktop printing, often perforated papers, is an option for temporary business cards and low quantities when the lower quality is acceptable.
Software for Creating Identity Systems
The best logo design software is graphics software, especially vector illustration software. For letterhead and business cards high-end desktop publishing software such as Adobe InDesign and QuarkXPress are common choices for professional designers.Small businesses creating their own letterhead and business cards often turn to small business-focused software options such as and Serif PagePlus or Microsoft Publisher and specialized programs designed for specific tasks such as business cards.
16 Categories of Design Specialization
- Annual Reports & Proposals
- Business Forms
- Catalogs, Menus, & Product Lists
- Collaterals (brochures, etc.)
- Crafts & Creative Printing
- Identity Systems (logo, letterhead) (This Page)
- Marketing Materials (ads, direct mail)
- Packaging
- Periodicals (newsletters, magazines)
- The following sections are under revision and will be available by April 2012.
- Presentation Graphics
- Publication Art
- Publications (books, manuals, booklets, etc.)
- Self-publishing
- Signage
- Web & Electronic Publishing
- Word Processing, Resumes
| Pick Your Path to Desktop Publishing | |
| Get Started: | Basic Guidelines and Requirements for Desktop Publishing |
| Choose Software: | Desktop Publishing and Design Software |
| Tips & Tutorials: | How to Do Desktop Publishing |
| Training, Education, Jobs: | Careers in Desktop Publishing |
| In the Classroom: | Back to School With Desktop Publishing |
| Make Something: | Things to Make Using Desktop Publishing |
| Use Templates: | Templates for Print and Web Publishing |
