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Identity is a system, not a logo

Lesson 6 of 20 in Brand strategy.

From Logo Design to Brand Identity System (Case Study) · Flux Academy

Lesson

The margin is the part nobody specifies.

Five brand assets ranked by how many people recognise them without the name.

Four album pages with different pictures sit in a row, and dotted guide lines run across them showing their margins, ruled borders and scrollwork bands line up exactly. — Four pages drawn by different hands hold different pictures, yet share one margin, border and band. The shared frame is what makes them read as one set.

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Question 1, locked
You are writing a brand guideline. Which logo rule does the lesson say will hold up longest once other people use it?
- The logo always appears at forty millimetres wide
- Clear space equals the height of its own letterform
- The logo always sits ten millimetres from the top edge
- The logo is never printed smaller than twenty millimetres
Question 2, locked
A brand guideline sets out the grid and the margins but never says where a rule may be broken. What does the lesson warn will happen?
- Every designer will invent an exception of their own
- Designers will keep to the grid with no exceptions
- The logo sheet will slowly take the place of the grid
- The margins will grow wider with each new format
Question 3, locked
A small team can only put real effort into part of its brand guideline. What does the lesson say will do more work than the logo sheet?
- The margins and the one permitted exception
- A longer list of logo colour variations
- A page of approved photography styles
- A full page telling the story of the logo design

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