Identity systems

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Building consistency without monotony

Lesson 18 of 18 in Identity systems.

How To Make Your Brand More Consistent - Branding Strategies for Business · Philip VanDusen
Lesson

Every identity system faces the same problem in its second year. The rules that made the launch coherent start to feel like a cage, the team gets bored, and somebody proposes a refresh that is really a request for permission to make something different.

the logothe smallest parttypecolourlayoutimagevoicemotionpeople can name the logo and nothing elsethe other six are what they actually recognise you by
What an identity system holds beyond the logo: type, colour, layout, image and voice.
A doodle of six posters in a row, each with the same small black circle in the top corner and green band at the bottom, and a different picture in the middle of each.
Six posters share the same corner mark and bottom band, while the pictures and colours in the middle change freely from one poster to the next.
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  1. Question 1, locked

    In year two the team is bored of the identity and proposes a refresh. What is that usually a signal of?

    • An internal problem, since the customer has seen the identity perhaps eleven times and is only starting to recognise it
    • A system that has genuinely aged and needs its constants replaced
    • Rules so loose that the work stopped holding together
    • Recognition having peaked, so more repetition buys nothing
  2. Question 2, locked

    Which of these words means this? “The internal exhaustion with a system, which always arrives long before the public notices it at all.”

    • Generative identity
    • Brand fatigue
    • Cypher
    • Maskable icon
End of Identity systemsMembers onlyNow play it5 games from this module at four levels, and a stamp for your ticket book.

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