Adobe Digital Dialogue

Giving your business a visual identity has never been easier

Your visual identity is key to how customers view your brand: here’s how you can take charge of creating your own unique identity.

In the age of the cloud and digital marketing, the traditional staples of a business’s visual identity – letterheads, envelopes and business cards – may seem quaint and even outdated. In fact, they are not only still relevant, but quite possibly far more so.

Consumers in the digital marketplace have never been so demanding, which means brands have to work harder to win and retain customer loyalty. Consumers expect their brands to deliver consistency, reliability and authenticity, and they don’t care about the size of your business either.

Your brand’s visual identity – that unique system of graphical elements that resonates with consumers – makes your company’s presence consistent and recognisable, which is particularly important online. Traditionally, big businesses have had the advantage of more resources and spending power to maintain and project their visual identity. Until now.

With Adobe Creative Cloud for teams, businesses have everything they need to design great content for print, the web, social media and more. And if that sounds daunting, Adobe provides CCT business tutorials to help you create and integrate the components of a visual identity – including colour scheme, fonts, logo and letterhead – that will make your business stand out.

Creating a powerful visual identity has never been easier: watch a tutorial, choose a template, open an app and you’re on your way.

Design your own logo in six easy steps

Here’s an easy 6-step process for designing your own logo from the tutorial.

In this example, you can use vector shapes to create a logo that looks great on screen and in print. The vector art scales to any size – from business cards to billboards – without losing quality.

1. Set up your logo project

Open a new document and set up your workspace. Bring in a reference image to use as inspiration and use the Layers panel to easily manage your artwork.

2. Use basic shapes to create complex art

Combine rectangles, triangles, circles and freeform shapes to build your artwork. Use Smart Guides to align the various elements.

3. Add colour

Select the colours you want to use. Be sure to explore the vast collection of prebuilt colour sets in the convenient Swatch Libraries. To keep the colours and shapes of your logo handy, simply add them to one of your Adobe Creative Cloud Libraries.

4. Fine-tune your logo

Adjust the scale of your shapes and rotate them to assemble the logo.

5. Add text

Round out your logo by adding your business name using the typesetting features in Illustrator. Creative Cloud members can choose from the vast library of typefaces from Adobe Typekit.

6. Preview and save your logo

See how your logo looks on mockups of everyday items, from t-shirts to business cards. You can save your logo artwork for printing, sharing as a PDF, posting on the web, and more.

Add Spark to your visual identity

In addition to Creative Cloud for teams, Adobe’s visual identity tools include Adobe Spark.

Adobe Spark allows you to create professional-looking social posts, webpages and presentations, making it a valuable tool for small businesses, bloggers and marketers who want to get a message out with ease and style.

George Siosi Samuels, host of the It Will Come podcast and founder of the Siosism website for aspiring entrepreneurs, start-up founders, small business owners and community influencers, understands the importance of impact. He has been identified by Adobe as a ‘Key Person of Influence’ for his successful use of Adobe Spark.

In exercising that influence, Samuels is continually seeking ways to improve the quality of his content and outreach, particularly on social media, which is why he uses Adobe Spark.

“If I am positioned as a thought leader then my site and the podcasts I offer should have a thought-leadership look and feel too,” Samuels explains.

“Spark helps me quickly and easily create impactful visual content for my website and social channels with a quality that connects with my creative audience.

“I like that it brings together three free platforms into one package with its Post, Page and Video platforms. They are easy to use, enabling me to create a range of visual content including social graphics, pages and videos.”

To help you acquire the skills you need to create a vibrant visual identity Adobe provides a range of training and support aids.

In addition to the business tutorials, APAC users have full access to e-seminars, including all video-on-demand content, as well as the Helpx ‘getting started’ portal.

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