90 percent information about reality that surrounds us is perceived by sight. We learn about intentions and feelings of the other person from their gestures, face or clothes. It is similar with brands, which we perceive by sign, colours, shape of the packaging, graphic composition.
Product can have a very high quality, but if its package is average, receiver will pass by it.

Creation of visual identity is a continuation of the process of building a brand strategy. Developing of the word-graphic sign is pointless, if it's not a consequence of brand value and doesn't include emotional strategy. 

The design process
The analytical phase and the audit are elements of brand strategy, designed to answer the question - what does the company do?
An additional element of analysis of designing a graphic sign and visual identity is to gather the information, related to the visual aspect of the brand functioning. It is extremely important to gather information about the identity of the competition – on one hand to be distinguished and on the other hand not to make unconscious plagiarism.
After determining the strategy, in the first phase of designing the team do brainstorming and after working on proposals, work on design concepts.

The most important phase of designing process are sketches. The potential contained in hand-drawn symbols (logos) goes through the first phases of consultations. Projects go to focus studies to the selected people from the target group. Final project goes through the tests of perception of scale visability and in the movement.

Corporate Identity Book
Logo after passing the tests is described in a basic Corporate Identity Book. In the CI Book – Book of Sign – colouristics, typography, size limits and other specific information concernig the theory of using the sign are described.

Extended Corporate Identity Book contains the set of detailed criteria of sign usage on an identification media of a certain company. In most cases these are company papers, marking car fleet, indoor and outdoor marking, identification in promotional materials usage.

Specialist Corporate Identity Books
There are extended Corporate Identity Books for the companies that use special media or communication filed with customers.
A bank requires deatiled guidenlines for its divisions – placement of blends and semaphors, marking the showcase, interior design.
A producer of FMCG products – developing rules of brand sign usage on packagins. A cargo rail company - marking of identification clothes, engines and trucks.
Specialistic Corporate Identity Books are developed by specialists - industrial designers, clothes designers, interior architects. In this phase contact with contractors is essential to create a prototype.

The next step of working on a brand is implementation.

One image is worth a thousand words
Knowing the core of company is a base to create a graphic sign. A good graphic sign raises connotations of the industry in which it operates and informs about its character.
A very good sign is the one that presents the comapny philosophy