26 Narrative Applications

Programs are all about context, and each place the identity is expressed reveals an opportunity to extend a narrative.

If a graphic identity is the cover of a novel, program elements are the chapters. The first experience with an identity program provides the exposition. As an audience experiences an identity program, consider the sequence, length, and character of each beat in the story.

Consider the where and how of use. Is a sign near the bathroom an opportunity for humor, a reminder of basic hygiene, or both? Is a website intended to surprise or comfort? If there’s a television in a lobby broadcasting the news, which channel is it on?

1. Smokey BonesPushChris Robb, Mark Unger, Kevin Taylor, Mark Unger, Gordon Weller, ...

Get Brand Identity Essentials now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.