• Name the three most important components of visual identity.

Logo, colour and typography

• Describe the difference between logotype and signature.

Logotype is a logo centered around a company initials or name.

Signature is a structured relationship between logotype, brand mark and tag line.

• Using Kuler create a colour scheme (using only three colours in each set) for the following products:
  • A rich chocolate cake that is made from real chocolate. The keyword here is “quality”.
  • A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.
  • An international insurance company that focuses on family values.

• Write your name in four different typefaces, according to the following criteria. Use a typeface that:
  • expresses a unique quality about you
  • is inspired by your favourite food
  • makes your name look sophisticated
  • is drawn by hand