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Visual identity as a signaling system

Start here: visual identity is evidence, not decoration

Visual identity is a system, not a set of files

The three jobs design does

Perception and the four criteria

How people actually perceive design

Interpret meaning without stereotypes

The four evaluation criteria

Describe before you evaluate

Reading elements and a worked example

Reading each element with a meaning lens

Worked example: reading Bastion Compliance

Worked example: evaluate, then recommend

Check: describe versus judge

Check: category fit versus distinctiveness

Going deeper and doing the work

Expert depth: distinctive assets and the cost of attention

Expert depth: writing findings that connect to outcomes

Practice: an evidence-to-insight visual report

Where this goes next, and how to go deeper

Check: the cost of inconsistency

Check: what is a distinctive asset

Check: making a recommendation professional

Read a brand's visual system as evidence: gather cues across touchpoints, describe before you judge, interpret in context, score on consistency/distinctiveness/clarity/fit, and end in system-level moves. Includes a fictional worked example (Bastion Compliance) and five knowledge checks.

Gather visual evidence across touchpoints, describe before you judge, interpret cues in context, score the system on consistency, distinctiveness, clarity, and fit, and turn the read into feasible, system-level recommendations. Built on the Branding5 method.

Visual Identity and Design Interpretation

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