Visual Identity System
8 weeks · 0 milestones
Design a complete visual identity system responding to a real or set brief. Triad: concept/ideation artifact (brief response document and moodboard documenting the strategic rationale — why this mark, this palette, this typeface for this brief), technical execution artifact (production-ready logo system: primary mark, secondary variants, colour palette in HEX/CMYK/Pantone, and typographic pairings in vector format), critique/documentation artifact (brand guidelines document with usage rules, misuse examples, and written design rationale). AI-fakeability countermeasure: live studio critique where a working graphic designer challenges the strategic and aesthetic decisions — the critique response document showing what was challenged, what changed, and why is submitted as proof. Proof: brief document, production files (SVG/AI/PDF), brand guidelines PDF, critique notes. Verifier: practising graphic designer or graphic design tutor — no peer-only verification.
Milestone map
Milestone map
3 milestones
Work from a real or realistically constructed client brief. Research a minimum of three direct competitor identities: document their visual approach (logo mark, colour palette, typography, tone), identify where they are visually crowded, and where whitespace exists. Write a brand strategy document (400–600 words) defining the brand's position, personality, and design direction.
Proof required
Submit: (1) competitor audit (visual documentation of three competitors with your analysis of each), (2) brand strategy document (400–600 words).
What gets checked
- Three competitor identities are documented with visual evidence — not described from memory
- Competitor analysis identifies specific differentiation opportunities, not just describes existing identities
- Brand strategy defines a specific design direction — not 'clean and modern'