We will briefly introduce the elements of visual identity and their usage protocol.

Visual identity includes a logotype, a defined system of colours and typography – applied to various media in various techniques and according to rules defined by a coherent visual identity protocol (The book of standards – hereafter: the protocol). A system of rules is what brings together means of communication into an effective and recognizable whole that reflects the actual image.

Visual identity comes to life when means of communication have been shaped (memos, business cards, envelopes, the company seal, external and internal marking system ...) and when their usage protocol has been compiled. The protocol has to contain clearly defined and rigorously delineated mechanisms of control and supervision – otherwise the mechanisms of visual identity may easily collapse (for instance, due to a large number of contractors  working on individual applications).

The aim of a coherent visual identity is to form an awareness of the services and of the company’s mission/philosophy; it is to create an image in the minds of the target population. A piece of information is more easily remembered if we see it in different locations, over a period of time, in its recognisable, compatible manifestation. This is to say that an image is created by a repetition of synonymous information. For this reason, each visual shape has to be fully designed – both in relation to itself (its own meaning) and in (co)relation to other shapes. Every new element of visual identity needs to be completed in accordance with the Protocol rules. Distinctiveness in terms of signification and a simultaneous sense of belonging to a whole is achieved by a creative and advised usage of visual artistic material. This means that each application is fashioned solely on the basis of the design/protocol rules.

The coherent visual identity protocol is the exponent of the visual identity quality. Visual identity translates strategic/business aims onto a symbolic/graphical level. Just as skilful communication can inscribe certain quality meanings into an awkward symbol, so can the value of a good symbol be diminished or erased if it is used impulsively and without defined rules.

The coherent visual identity protocol, as a sound basis for consistent management of visual identity usually comprises:
-    introduction by the leading person/people,
-    basic strategic starting points (aims, mission/philosophy...),
-    communication system (list of all basic means of communication that will become the carriers of the visual identity),
-    contents,
-    visual art structures representing the fundamental visual constants, and a definition of acceptable colours
-    combinations of basic and derived manifestations of certain fundamental visual identity constants – to scale,
-    basic typographic networks according to which typographic image is shaped in the means of communication,
-    examples of visual identity applied onto means of communication (for instance, memos, business cards,...) – to scale,
-    examples of visual identity applied in advertising (for instance, examples and rules for defining ads, leaflets,...),
-    examples of visual identity applied on means of transportation (cars...),
-    examples of visual identity appearing in various presentations, fairs, ...,
-    statutory materials used in the production of means of communication.
A coherent visual identity has to operate in a disciplined manner. Every departure from the systems of communication, from the typographic image, from the defined system of relationships between the elements and visual art structures placed on a communication medium, or from the defined colour scheme and the approved appearance of individual elements, disturbs the image defined in public.

Apart from the coherent visual identity protocol we suggest a protocol guardian/councillor whose task would be to ensure a consistent application of the coherent visual identity.

It makes sense to develop the protocol after defining, and your approval of, individual elements and applications of the visual identity. We suggest an initial stage comprising the following elements:
-    a symbol with the system of colours,
-    basic typography,
-    memos and computer business communication templates,
-    envelopes,
-    business cards,
-    the company seal,
-    basic elements of a marking system (uniforms, marking of the location, vehicles, restaurant assortment, ...).

Definition of these elements and applications represents a sound basis for designing a coherent visual identity protocol with rules for creating and applying the (remaining) elements of a coherent visual identity (as stated above).

Written by:
Radmila Trbojević, graphics engineer