The management of Retail Design and of a visual identity, be that instore, on point of sale material, internal communications or high profile PR material, is an area where many retailers control their own brand internally. This can sometimes lack the guidelines that bring consistency to the overall presentation of the brand. In many cases logotypes evolve over the years, and then much to designers distaste, you may also find individuals making up their own versions. Part of the problem is that many people would not be able to tell which is the correct version of the company logotype, they may not know where to find the correct one and also within some retailers there is an attitude of, ‘it’s the logo I’ve always used’, so to correct this situation a set of Visual Identity Guidelines is required.

These comprise of a definitive set of guidelines which define the logotype, its colours, proportions and how it can be used. More importantly it will illustrate how the identity should be applied to different elements of stationery, literature and in the case of a retail organisation, how it will appear instore and on all promotional material. My retail design experience has covered the design, and development of visual identity guidelines, including its application onto a wide range of promotional, point of sale and direct marketing material.

Areas of consultancy:

• Retail Design
• Visual identity management
• Visual identity guidelines – content planning, design and copywriting
• Point of sale material
• Direct Marketing