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Visual identity

Nowadays, the brand's graphic system is one of the channels of communication. The logo, color, font, photo style work for identification and make the brand recognizable.

Visual identity is a part of brand identity where only the visual components are developed to identify your company.

A thoughtful creation of a visual identity increases consumer loyalty, the value of the product in the eyes of buyers, and increases the reputation and effectiveness of advertising campaigns.

Visual identity helps to:
  • enhance the brand image
  • ncrease the value and price of the product
  • combine design elements into a single system
  • speak the same language with the audience
  • strengthen corporate culture
  • create added value for your product

Work stages

Step 1. Design research
Context and trends
Researching the product.
Studying the visuals of competitors.
Finding best practices.
Preparation of data visualization: assessing competitors by color schemes and nature of communication.
Style development
Determination of company values and stylistic restrictions.
Creating a color scheme.
Description of the role model: how the chosen model reflects the company’s vision.
Offering font direction: options for typography development.
Step 2. Visual identity
Design concepts
Metaphor: setting the starting point for a new style.
Color graphics: setting the mood and one of the main sources of emotions.
Photo style: showing how the brand sees the world around it.
Visual: creating a visual code — logo, corporate elements, grids and iconography.
Typography: creating a handwriting that reflects the character.
Style adaptation
Style exploration: determining the logic of transferring design to different formats.
Layout design: making visuals with up-to-date information.
Scaling: creating layouts for different sizes, taking into account technical features.
Guidelines
Systematization: setting standards for logo usage and creating templates.
Consolidation: compiling style usage rules into a unified guide.
Development of layouts: preparing layouts in accordance with technical requirements.
Project team
Work result

based on emotion
Your visual identity will convey benefits that are more memorable and attract attention. By evoking emotions, you can establish a strong connection with your target audience.
modern image
Research helps you understand what's currently relevant for visual identity in your industry, so during the concept development phase you get solutions that work for your field.
design guideline
With well-prepared and structured layouts, you can quickly integrate a design system into your business and transfer the design to production and achieve the expected outcome.

Why should you order a visual identity?

We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.

Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.

Project examples

When creating the identity for the IT company Milestone, we found a connection between two seemingly unrelated fields: tourism and IT. The concept was based on the idea of a "transit chocolate bar", which a group shares as a symbol of a completed stage. Similarly, an IT developer uses "milestones", progressing through each phase with the client, from idea to implementation.
view project
For the real estate agency EVO, we preserved the brand’s logo and developed an identity that opened a new chapter in the company’s history. We used a metaphor reflecting the importance of synergy between the client and the realtor for a successful deal.
view project
While developing the identity for the logistics company Redek, we made the value of the cargo itself the basis of the concept, endowing it with emotional properties. The main element is not graphics, but phrases that tell about Redek's attitude to the cargo of its customers.
view project

How much does it cost?

The cost is determined individually based on a preliminary online/offline briefing with you.

The final cost is defined by the timing, scope, and complexity and starts at 12,000 US dollars.

FAQ

How many concepts does the agency team present?

We typically present two concepts. Based on the brief, they may differ significantly in idea and execution, or be similar in structure and direction.

What does the development of a visual identity include?

We begin with design research, followed by concept development, style adaptation, and then compile all identity elements into a brand guideline.

What types of companies do you create visual identity systems for?

The ICU branding team has worked with a wide range of businesses — from B2C to B2B, both in Russia and internationally, with large corporations and startups alike. Our cross-industry experience allows us to develop an identity system tailored to any business.

Can a startup develop a visual identity from scratch?

Yes, but we recommend going for full-scale brand development, which includes a brand platform as well as verbal and visual identity systems. This ensures a cohesive image: verbal identity (name, tone of voice, unique character) and visual identity (logo, color palette, typography, photography style, and graphic elements).

In what format do you deliver project materials to the client?

We provide final files in editable digital formats (EPS, AI, PSD, IDML, INDD) so they can be adapted to any task. We also supply print-ready layouts.

Customer reviews

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Policy on the Processing of Personal Data

 

1. General Provisions

This Personal Data Processing Policy is drafted in accordance with the requirements of Federal Law No. 152-FZ dated July 27, 2006, “On Personal Data” (hereinafter referred to as the Personal Data Law) and defines the procedure for processing personal data and the measures taken to ensure the security of personal data by LLC “AISIU+” (hereinafter referred to as the Operator).

1.1. The Operator considers the observance of human and civil rights and freedoms during the processing of personal data, including the protection of the right to privacy, personal and family confidentiality, to be its primary objective and essential condition for carrying out its activities.

1.2. This Policy of the Operator regarding the processing of personal data (hereinafter – the Policy) applies to all information that the Operator may receive about visitors to the website .

2.9. Personal data made publicly available by the subject of personal data – personal data to which the subject has granted access to an unlimited number of persons by giving consent to the processing of personal data made publicly available, in accordance with the procedure established by the Personal Data Law (hereinafter – personal data made publicly available).

2.10. User – any visitor of the website.

7.2. The Operator is also entitled to send the User notifications about new products and services, special offers, and various events. The User may at any time opt out of receiving such informational messages by sending an email to the Operator at hello@icu.agency with the subject “Unsubscribe from notifications about new products, services, and special offers.”

7.3. Anonymized data of Users collected through web analytics services is used to gather information about User behavior on the website, improve the quality of the website, and enhance its content.

8. Legal Grounds for Personal Data Processing

8.1. The legal grounds for the processing of personal data by the Operator are:
– Federal Law “On Information, Information Technologies and Information Protection” No. 149-FZ dated July 27, 2006;
– federal laws and other regulatory legal acts in the field of personal data protection;
– the Users’ consent to the processing of their personal data, including the processing of personal data permitted for distribution.

8.2. The Operator processes the User’s personal data only if it is provided and/or submitted by the User voluntarily through special forms available on the website . By filling out the relevant forms and/or sending their personal data to the Operator, the User consents to this Policy.

8.3. The Operator processes anonymized data about the User if this is permitted in the User’s browser settings (such as enabling the storage of cookies and the use of JavaScript technology).

8.4. The personal data subject independently decides to provide their personal data and gives consent freely, by their own will, and in their own interest.

9. Conditions for Personal Data Processing

9.1. Personal data is processed with the consent of the personal data subject to the processing of their personal data.

9.2. The processing of personal data is necessary to achieve the purposes provided for by an international treaty of the Russian Federation or by law, as well as to fulfill the functions, powers, and duties imposed on the Operator by the legislation of the Russian Federation.

9.3. The processing of personal data is necessary for the administration of justice, the execution of a court decision, or the decision of another authority or official subject to execution in accordance with the legislation of the Russian Federation on enforcement proceedings.

9.4. The processing of personal data is necessary for the performance of a contract to which the personal data subject is a party, a beneficiary, or a guarantor, or for the conclusion of a contract at the initiative of the personal data subject or a contract under which the personal data subject will be a beneficiary or a guarantor.

9.5. The processing of personal data is necessary for the exercise of the rights and legitimate interests of the Operator or third parties, or for the achievement of socially significant goals, provided that this does not violate the rights and freedoms of the personal data subject.

9.6. Personal data is processed that has been made publicly available by the personal data subject or at their request (hereinafter – publicly available personal data).

9.7. Personal data is processed that is subject to publication or mandatory disclosure in accordance with federal law.
10. Procedure for the Collection, Storage, Transfer, and Other Types of Personal Data Processing

The security of personal data processed by the Operator is ensured through the implementation of legal, organizational, and technical measures necessary to fully comply with the requirements of current legislation in the field of personal data protection.

10.1. The Operator ensures the safekeeping of personal data and takes all possible measures to prevent unauthorized access to personal data.

10.2. The User’s personal data will never, under any circumstances, be transferred to third parties, except in cases related to the fulfillment of applicable legislation or if the personal data subject has given the Operator consent to transfer the data to a third party for the purpose of fulfilling obligations under a civil law contract.

10.3. If any inaccuracies in the personal data are identified, the User may update them independently by sending a notification to the Operator at the email address hello@icu.agency with the subject line “Personal Data Update.”

10.4. The period of personal data processing is determined by the achievement of the purposes for which the personal data was collected, unless a different period is specified by contract or applicable law. The User may withdraw their consent to the processing of personal data at any time by sending a notification to the Operator via email at hello@icu.agency with the subject line “Withdrawal of Consent to Personal Data Processing.”

10.5. All information collected by third-party services, including payment systems, communication tools, and other service providers, is stored and processed by those parties (Operators) in accordance with their own User Agreements and Privacy Policies. The personal data subject and/or User is solely responsible for reviewing such documents in a timely manner. The Operator is not responsible for the actions of third parties, including the service providers mentioned in this clause.

10.6. Any restrictions established by the personal data subject on the transfer (except access), processing, or conditions of processing (except access) of personal data permitted for distribution do not apply in cases where personal data is processed for state, public, or other socially significant interests as defined by the legislation of the Russian Federation.
10.7. The Operator ensures the confidentiality of personal data during processing.

10.8. The Operator stores personal data in a form that allows identification of the personal data subject for no longer than is necessary to achieve the purposes of personal data processing, unless a longer storage period is established by federal law or a contract to which the personal data subject is a party, beneficiary, or guarantor.

10.9. The grounds for termination of personal data processing may include the achievement of the processing purposes, the expiration of the data subject’s consent, the withdrawal of consent by the personal data subject, or the identification of unlawful processing of personal data.

11. List of Actions Performed by the Operator with Collected Personal Data

11.1. The Operator carries out the collection, recording, systematization, accumulation, storage, clarification (updating, modification), retrieval, use, transfer (distribution, provision, access), depersonalization, blocking, deletion, and destruction of personal data.

11.2. The Operator performs automated processing of personal data with the receipt and/or transfer of the obtained information via information and telecommunication networks or without such transfer.

12. Cross-Border Transfer of Personal Data

12.1. Before initiating the cross-border transfer of personal data, the Operator must ensure that the foreign country to which the data is to be transferred provides reliable protection of the rights of personal data subjects.

12.2. Cross-border transfer of personal data to foreign countries that do not meet the above requirements may only occur if there is written consent from the personal data subject for the cross-border transfer of their personal data and/or for the execution of a contract to which the personal data subject is a party.

13. Confidentiality of Personal Data

The Operator and other individuals who have access to personal data are obligated not to disclose or distribute personal data to third parties without the consent of the personal data subject, unless otherwise required by federal law.

14. Final Provisions

14.1. The User can obtain any clarifications regarding the processing of their personal data by contacting the Operator via email at hello@icu.agency.

14.2. Any changes to the Operator’s personal data processing policy will be reflected in this document. The Policy is valid indefinitely until replaced by a new version.

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