What do we call identity and different types of it

This is a really common situation when a client doesn’t know what is identity and how to use it.

Unfortunately, this applies to designers also - sometimes it’s only a logo and a name for them, which is not true. We will try to highlight the topic shortly and to show how diverse the identity is.


Айдентика фото


Identity is a visual identification of the company for public, clients and employees. Simply speaking, this is your image (character), based on a system of visual solutions (color, shape, pattern, sign, etc.).

This system is various, we will tell you about most common types of identity.



1 — Classic

There is a symbol, which is the base and an integral part of the font spelling. Sometimes, when the company becomes popular enough, symbol becomes the main identifying element.


2 — Dynamic

At one point the time has come to revive the graphics — make it multidimensional, variative and constantly transforming, cause people usually don’t remeber the detailed logo, they remember only the image of it.



3 — Semantic

It’s really cool when the system has a meaning, a game or a puzzle, which is projected on advertising media and gradually unfolds and the meaning becomes clearer.



4 — Scalable System

One more variation of the visual representation of the company image with the help of sign scaling system on advertising media, when you can simply go from micro to macro.



5 — Well known image (symbol)

We are surrounded by many familiar symbols and signs. One of the good ways is to assign such symbol that is not occupied by anyone. It can be a shape, a letter, a smiley, etc.



6 — Typography

Typography is an integral part of any brand. It happens that designers make typography the main feature and frame an identity, making interesting systems and hiding a secret meaning.



7 — Abstraction

Recently is very cool and nowaday to give the visual image a vivid emotion. It’s simple to do through an abstract graphics or a contemporary art.



8 — Digital

Seems to be the most interesting and present-day trend in identity. Cause in the era of Internet technology, lots of companies exist only in digital environment and this opens a new way to deliver a brand visualisation.



It’s easy to come up with an endless quantity of systems and trends, all of them are variable, you can mix them together or revive a forgotten method. It happens that an unsystematicity, a chaos can become a system.