Case Study: Fourwinds
 

Design Knowledge


Design Glossary

Clear Space
"Clear Space" is defined as the open area around a specific graphic element or elements
that must remain free of clutter and interruption to ensure that the identity message is
clearly and consistently presented with maximum emphasis and impact at all times.
Color Palette
In addition to the logo and logotype, color plays an important role in visually identifying
a product line. This color, in combination with the careful use of prescribed secondary and
accent colors, will help to identify the company to key audiences. In addition to traditional
color use, you will find clear guidelines for the use of the new visual identity in both
"positive" (black or color on a light background) and "reverse" (white or light on a dark
or black background) application.
Color Scheme
Set of predefined colors for changing the look of screen elements of brand applications
or operating systems.
Corporate Sign-Off Element
The Corporate Sign-Off Element consists of the logotype and the symbol in a prescribed
lock-up relationship. Specific information and rules governing the use of the Corporate
Sign-Off Element are clearly outlined in the Corporate Identity System Manual.
Corporate Signature
In order to increase the flexibility of the corporate visual relationship, a special signature
has been created linking the Brand Signature to the corporate name only.
Endorsement
Use of the parent brand identity to support and add credibility to an allied offer.
Implies subordinate emphasis of the parent to a sub-brand, though relative emphasis
will vary case-by-case.
Identity Signatures
In order to ensure that various important identity elements such as a symbol,
a logotype, etc. are properly linked to each other and prescribed spatial relationships between these elements for use in visual communications. These visual expressions
are called "signature" as they include all of the information necessary to properly identify the company or brand. In order to best control the impression, signature often exist in various orientations (such as vertical and horizontal orientation) to ensure
that the identity message is optimized in every application. The signatures which will be used throughout the Visual Identity System are described below.
Logotype
The new identity includes a specially designed treatment of the letters. The proprietary
treatment is called a "logotype." A unique group of letterforms that represent the corporate brand. IBM, Nuveen and
GAP feature logotypes as their primary form of identity. An emerging area of branding that relies on the use of sensory stimuli (scent, sound,
touch, etc.) to develop a more tangible and memorable customer experience.
Symbol
A "symbol" is an abstract sign to represent the brand. A non-typographic element of an abstract or representational nature. Texaco,
Apple and Continental Airlines feature graphic symbols as an important form of their identity.
Trademark
A trademark is a distinctive sign or indicator of some kind which is used by an individual,
business organization or other legal entity to uniquely identify the source of its products
or services to consumers, and to distinguish its products or services from those of
other entities. A trademark is a type of intellectual property, and typically comprises
a name, word, phrase, logo, symbol, design, image, or a combination of these elements.
Typography
The typestyle specified for brand communications other than the basic brand signature.
Typography is often an existing font, but may also be a modified font or custom-designed font.
Wordmark
A "wordmark" is the stylized treatment of the brand name and serves the same
functional purpose as a symbol.A brand name represented by a distinctive typeface or
lettering style. A logotype. Source: Taiwan Design Center, A Booklet on Branding and Brand Design, Taiwan Design Center, Taipei, 1995