Creating Visual Identity

The picture below shows the core elements of visual brand identity:

5 key aspects of visual key identity:

1. Choose the right brand name
2. Create a consistent visual style
3. Develop a compelling logo
4. Pay attention to colour
5. Select appropriate typography
(Source: https://www.waveapps.com/blog/visual-brand-identity-design/)

The video below shows the process of designing a logo by CDG Brand Design Agency 

Example of good logo:
- Adidas. Even at the very beginning, Adidas put heavy interest into marketing, with “the brand with the three stripes” almost becoming their motto. Throughout time, the company’s logo has changed, but has always incorporated the three stripes. The current logo features three slanted stripes in a triangle shape, but referencing the logo of times past isn’t all that’s represented here. This new logo symbolizes a mountain, a metaphor for the challenges and perceivable goals that all athletes must meet and overcome.

Example of bad logo (according to the source http://listverse.com/2013/07/04/10-logos-that-mean-way-more-than-you-think/):

- London Olypmics logo. ABC News reports that the logo, which cost $800,000 to create, was generally deemed as childish, ridiculous, ugly, and in no way representative of London or the Games. Visually, “it’s really hard to understand what they’re trying to say,” Method’s Alicia Bergin commented. In an unofficial public poll by the BBC, 80% of those surveyed gave the logo the lowest possible ranking.”