5. Visual Identity Development.

Based on the preferred logo(s) the Lead Designer develops the preferred visual identity direction (or directions) including, as appropriate, the recommended:

• Colours;

• Fonts;

• Tag-line treatment;

• Graphics/textures;

• Icons;

• Illustrations; and

• Photography

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Visuals to include 2-3 collateral examples showing how the new visual identity will be used (client to confirm which would be the most useful to see).

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Strategist develops (and/or briefs a copywriter) the tag-line and tone of voice requirements to align with positioning and brand story.

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The Lead Designer, Strategist and AD meet and agree the visual identity direction(s) and the final presentation to the client.

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The Lead Designer, Strategist and AD present the visual identity to the client for feedback.

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The Lead Designer updates the preferred visual identity based on client feedback.

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The client signs-off the visual identity for implementation or for testing.