How can a visual identity system translate a designer’s personality and design beliefs? Can this visual identity system translate such values beyond print material and into a digital presence? Online interaction is the primary site of engagement with audiences, and newly graduated designers are challenged to standout and network both online and offline.
Brief & Process
Fourth-year students of MRU’s information design program were to complete a personal branding assignment. My process began with brainstorming visual language techniques to not only reflect my personality and ideals as a new designer but also to maintain straightforward and consistent design choices for use across print and digital media. I created a text-based identity with my first and last initials at the core. The “L” remains untouched, yet the “R” is altered to add space while remaining obvious as a letter-form. The final logotype adds my full name alongside the initials for use across print materials.
Logo & Visual Identity System
My personal identity is guided by my interest in design as an act of speculation and versatility, and I used my initials rather than an image to produce a straightforward and compact logo for potential use across mediums. Red as an unnatural colour—opposed to earthy tones as natural—draws attention and alarm in contrast to the simple logo design. Using red throughout the collateral and website allows consistency and distinction to otherwise considerably straightforward typography. Arial is used for all body copy throughout the site to hyperbolize the “anti-aesthetic.”
Creating A Digital Identity
The process of developing my website involved not only imitating my visual system but also creating a functional and “easy” site for fast viewing. I started by listing the current content I had. This included writing pieces and various projects. From there I utilized information architecture and wireframed pages to arrange these elements before coding such into WordPress. I ended up finding a base theme that arranged my portfolio in the 3 column grid I had planned, and coded styles, typefaces, layouts, and other elements using the CSS creator.
Lucy Randal 