2 Visual Style

Creating a coherent identity program involves more than slapping a bug on baseball hats and polo shirts. The style of additive visual elements—photography, illustration, etc.—truly helps define an identity program.

Sometimes, designers overlook the obvious. Granted, there’s a fine line between obvious and banal, and you do not want to cross it. Keep in mind, however, that art and design serve different purposes. Art is a one-to-one communication. Design needs to communicate directly with a specific group of people. When developing the photography or illustration style for a program, you don’t need to trade clarity for sophistication. A lot of programs flounder by using sophisticated, but unclear imagery. Fall into this trap, and ...

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