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Design At Scale: One Year With Figma

April 15th, 2019 No comments
Logos from products like Sketch, Principle, Invision, and more loosely tied together

Design At Scale: One Year With Figma

Design At Scale: One Year With Figma

Paul Hanaoka

2019-04-15T13:30:48+02:002019-04-15T21:35:28+00:00

This article will be about how large teams can benefit from using more open, collaborative tooling and how to make adoption and migration feasible and pleasant. Also, in case you didn’t guess from the title of the article just yet, a lot of it will be about Figma and how we succeeded at adopting this design tool in our team.

The intended audience is experienced designers working in larger teams with design systems, developers or product managers looking to improve the way cross-functional teams work in their organization.

I’ve been using design tools in a professional setting for over ten years and am always trying to make teams I’m serving work more efficiently and more effectively. From scripting and actions in Photoshop, to widget libraries in Axure, to Sketch plugins, and now with Figma — I’ve helped design teams stay on the cutting edge without leaving developers or product managers behind.

Logos from products like Sketch, Principle, Invision, and more loosely tied together

The State of Design Tools 2015. (Large preview)

Basic knowledge of design systems and tools will be helpful, but not necessary as I hope to share specific examples and also “high level” concepts and methods that you can adapt for your team or context.

Our Design Workflow Circa 2015

Our primary tool in 2015 was Sketch, and that’s pretty much where the commonalities stopped. We all had different methods of prototyping, exporting, and sharing designs with stakeholders (InVision, Axure, Marvel, Google Slides, and even the antiquated Adobe PDF) and developers (Avocode, Zeplin, plugins without standalone apps like Measure). On rare occasions, we could send files directly to the engineers who were lucky enough to have the rare combination of a MacBook and a Sketch license.

When InVision released the Craft plugin, we were overjoyed — being able to prototype and upload screens from Sketch into InVision, sharing components and styles in nascent libraries across files — it was the designer’s dream come true.

A variety of screens in Liferay's 'My Projects' InVision dashboard

A peek into our InVision projects. (Large preview)

Eventually, we all converged on the InVision platform. We created and documented the processes that helped reduce much of the friction in stakeholder collaboration and developer handoff. Yet, due to the complex permissions structure, InVision remained a closed ecosystem — if you weren’t a designer, there was an approval chain that made it difficult to get an InVision account, and once you got an account, you had to be added to the right groups.

Manually managing versions and files, storing and organizing them in a shared drive, and dealing with sync conflicts were just a few of the things that caused us many headaches.

A screenshot from Figma's 'Getting Started' video on YouTube

Getting Started in Figma. (Large preview)

Could we really have an all-in-one tool that had all the best features of Sketch and InVision, with the real-time collaboration and communication features found in Google Docs? In addition to reducing overhead from context switching, we could also potentially simplify from three tool subscriptions (for mockups, prototyping, and developer handoff), to only one.

The Process

The first designers from our team to adopt Figma started experimenting with it when the first Figma beta was released in 2016. The features were limited but covered 80% of what we needed. Sketch import was buggy, but we still found immense value in being able to collaborate in real-time and most importantly, we could do 90% of the design work for a project inside a single tool. Stakeholder feedback, revisions, and developer handoff improved exponentially.

By 2017, we had a few designers using it for most of their work, and one of the Lexicon designers (Liferay’s design system), Emiliano Cicero, was quickly becoming an evangelist — which turned out to be a key factor in convincing the rest of the team to make the switch.

When Figma 2.0 debuted in the summer of 2017 with prototyping features added and huge improvements to the developer handoff capabilities, we knew this could be a viable tool for our global team. But how do you convince 20+ designers to abandon tools and workflows they love and have used comfortably for years?

I could write a series on that subject, but I’ll summarize by saying the two biggest things were: starting small, and creating a solid infrastructure.

Starting Small

In the fall of 2017, we started our first trial of Figma with a product team distributed between the United States and Brazil. We were fortunate to have a week-long kickoff together in our Los Angeles office. Designing flows and wireframes together in Figma was so much faster and more efficient. We were able to divide up tasks and share files and components without having to worry about constantly syncing a folder or a library.

At our global gathering in January 2018, we formulated a plan to slowly adopt Figma, using this team’s experiences to help form the infrastructure we’d need for the rest of the organization so that migration would be as seamless as possible.

The biggest challenge we faced was a tight deadline — it didn’t make any sense for us to rework our review and handoff process due to the scale of the project with multiple engineering teams and product managers distributed around the world. Even though the end result would have been better, the timing wasn’t right. Another factor was Figma’s lack of a reliable offline design experience (more on that later), and for these reasons, the team decided to use Sketch and Figma for wireframes and mockups, but any prototyping or review had to be done in InVision.

 A slide with about Liferay's Digital Asset Management structure

A DAM presentation from Design Week 2018. (Large preview)

Creating a solid Figma structure

One of the first steps was formulating rough guidelines for the project, file, and component organization. The foundation for these things was started by two junior (at the time) designers, Abel Hancock and Naoki Hisamoto, who never developed the bad layer-naming habits that seem to come from designers who cut their teeth in Photoshop. This method for organization, coupled with a year spent developing a small library of components for Liferay.com properties, was critical to setting the rest of the global team up for success.

An early organizational improvement created by one of our Liferay.com designers, inspired by Ben’s tweet, was our system of covers.

A screenshot showing Liferay's system for organizing Figma projects

Figma project covers, by Abel Hancock. (Large preview)

We’ve made this file available if you’d like to copy it, otherwise it’s a pretty straightforward hack:

  1. Create a single frame in the first page of your file that’s 620×320.
  2. Add your design. If you have text, we found that the minimum size is ~24, the titles in our examples are set at 48.
  3. Enjoy!

Note: There will always be a slight margin around your cover, but if you set the page canvas the same color as the card, it will reduce the appearance of this margin.

This helped transform our library, not just for designers, but for project and product managers and engineers who are trying to find things quickly. The search functionality was already really good, but the covers helped people narrow things down even faster, plus it allowed us to instantly communicate the status of any given file.

Sparking Joy with Figma Covers (Large preview)

Prior to using Figma, in addition to a ‘Master’ design system Sketch file, most designers had base files they had developed over time with things like wireframing elements and basic components. As we coalesced into a single pattern, we started to combine everything and refined them into a single library. Since we were doing wireframes, mockups, and prototypes in Figma, we also started to abandon flow apps like Lucidchart, instead of making our own task flow components in Figma.

Other utilities that we developed over time were redline components for making precise handoff specs, sticky notes for affinity diagrams (and just about anything), and flow nodes.

A screenshot showing Liferay's reusabile utility components for redlining, and creating flows and affinity diagrams

Liferay Design’s redline, flow, and affinity components. (Large preview)

One of the biggest benefits of doing this in Figma, was that improvements to any of these components that any designer made could easily be pulled into the library and then pushed out to all instances. Having this in a centralized place also makes maintenance a lot easier, as anyone on the team can contribute to improvements with a relatively simple process.

A redline document is for making it easier for the developer to know the dimensions, visual specs, and other properties of a UI component or a set of components. If you’re interested in the topic, you can also check Dmitriy Fabrikant’s article about design blueprints.

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Some recommendations to keep in mind when creating components:

  1. Use of overrides and masters for powerful base components (more on that here);
  2. Establish a consistent pattern for naming (we use the atomic model);
  3. Document and label everything — especially layers.

With the advanced styling features released at the beginning of June 2017, the systems team finished a complete version of our Lexicon library in between our big product releases in July and the ramp-up in August. This was the final piece we needed to support the global team. Designers working in Marketing and other departments had already been using Figma for some time, but by last Fall almost all of the other product teams had finalized the move over to Figma.

As of today, most of the product designers are only using Figma, there are also a couple of designers that are working in legacy systems with lots of existing, complicated Sketch prototypes that aren’t worth importing to Figma. Another exception is a few designers that occasionally use apps like Principle or Adobe After Effects for more advanced animation that wouldn’t make sense to do in Figma. We even have a few designers exploring Framer X for even more robust prototypes, especially with work that requires leveraging any kind of data at scale. While there are some designers using multiple tools on a semi-regular basis, 80% of our product designers are using Figma for all of their design and prototyping work.

Continuous Improvements

We’re always working on ways to work more effectively, and one of the current things we’re iterating is best practices for naming pages. At first, we named pages according to the page name, but that proved problematic, plus, as we improved our libraries, the need for larger files with multiple pages was reduced.

Currently, we’re using a numbering system within files, with the top-most page being what’s delivered to the developers. The next phase we’re discussing nowadays is making the versions more meaningful with explicit labels (wireframes, mockups, breakpoints, etc.) and making better use of Figma’s built-in versioning, establishing best practices for when and how to save versions.

 Two screenshots showing different ways to name Figma pages

The evolution of page organization within a Figma file. (Large preview)

Final_Final_Last_2 — No More!

I generally hate to use the term ‘game-changer’, but when Figma released naming/annotating to the version history last March, it dramatically changed the way we organized our files. Previously, we all had different ways of saving iterations and versions.

Usually we would create new pages within a single file, sometimes with large files we would duplicate them and add a letter at the end of the filename to signal an iteration. If you were going to make drastic changes, then you might create a new file and append a version number. This was very natural, coming from the Photoshop/Sketch paradigm of managing multiple files for everything.

A screenshot showing what Figma's version history timeline looks like

Version history timeline view (Large preview)

The ability to work, periodically pausing to name and annotate a point in time will be very familiar for anyone who has used a version control like Git before. You can even look at the whole file history, and go into past snapshots, pick one out and name and annotate it.

If you want to go back and revert to a past version, you can restore it and work on that file from that point in the history. The best part is that you didn’t lose any of the work because the version you ‘restored’ wasn’t deleting anything; it was simply copying that state and pasting it at the top.

A diagram showing how restoring past versions of a Figma file works

Git it? (Large preview)

In this illustration, the designer arrives at final 3.0 after restoring final 1.1, but the file version history is still completely visible and accessible.

In cases where you’re starting a new project, or want to make some really dramatic changes to the file, it can be necessary for you to ‘fork’ the file. Figma allows you to duplicate a file at any given point in the history, but it’s important to note that the file history will not be copied.

We’ve found that a good way to work in this versioned system is to use your file history in a similar way to how a developer uses git — think of a Figma version as a commit or pull-request, and name and annotate them as such. For more, smarter thoughts on this, I recommend Seth Robertson’s Commit Often, Perfect Later, Publish Once: Git Best Practices — this is a good general philosophy for how to work in a version-controlled ecosystem. Also, Chris Beams’s How to Write a Git Commit Message is a great guide to writing meaningful and useful notes as you work.

Some practical tips we’ve discovered:

  1. Keep titles to 25 characters or less.
    Longer titles are clipped and you have to double-click on the note in the version history to open up the ‘Edit Version Information’ modal to read it.
  2. Keep your description to 140 characters or less.
    The full description is always shown, so keeping it to the point helps keep the history readable.
  3. Use the imperative mood for the title.
    This gives the future you a clearer idea of what will happen when you click on that point in time, e.g. “changing button colors to blue” vs. “change buttons to blue.”
  4. Use the description to explain ‘what’ and ‘why’ versus ‘how’.
    Answering the ‘why’ is a critical part of any designers job, so this helps you focus on what’s important as you’re working as well as provide better information for you in the future.

Working Offline

Disclaimer: This is based on our own experience, and a lot of it is our best guess as to how it works.

As I mentioned before, offline support in Figma is tenuous. If you already have a file open before going offline, you can continue working on the file. It seems like each change you make is timestamped. In the case of someone else working on the same file while you were offline, then the latest change will be the one rendered once you do come back online.

A series of screenshots showing how offline editing works

When Cat came back online, her button position change was made, and merged with the Nerd’s color changes. (Large preview)

In this simple example, it doesn’t seem like too big of a deal — but in real life, this can get really messy, really fast. In addition to the high possibility of someone overriding your work, frames and groups could get stacked on top of one another.

Our workflow is to duplicate the page before (or after) going offline, and then do your work in that copy. That way it will be untouched when you come back online, and you can do any necessary merges manually.

“F” Is For Future

Adopting a new tool is never easy, but in the end, the benefits may far outweigh the costs.

The biggest areas of improvement our team has experienced are:

  • Collaboration
    It’s much easier to share our work and improvements with the team and community.
  • Transparency
    A system that is open by default is naturally more inclusive to people outside of the field of design.
  • Evolution
    Removing the “layers” between designers and engineers, enabling us to take the next step in design maturity.
  • Operations
    Adopting a single tool for wireframes, mockups, prototypes, and developer handoffs makes life easier for accounting, IT, and management.

Reducing the overall number of subscriptions was really helpful for our team, but as costs can vary from ‘free’ to over $500 per year this might not make sense for your specific context and needs. For a full breakdown, see Figma’s pricing page.

Grow And Get Better

Of course, no tool is perfect, and there’s always room for improvements. Some things that were missing from previous tools we used are:

  1. No plugin ecosystem.
    Sketch’s extensibility was a huge factor in making the switch from Photoshop a no-brainer. Figma does have a web API, but currently, there is no ‘write’ functionality. For now, Sketch remains the market leader with its vibrant community of extensions and plugins. (Of course, things might change in the future in case Figma opens the stage for plugin development as well.)
  2. Importing web, or JSON data in prototypes.
    It would be a lot easier for us to design with real data. Sketch recently introduced a “Data” feature in v.52, InVision’s Craft plugin is still very much the gold standard when it comes to easily addxing large amounts of different data — and for now, we’re stuck manually populating text fields.
  3. More motion.
    The Principle integration is nice (if you have Principle), but having basic animation and advanced prototyping features in Figma would be a lot better.
  4. A smoother offline experience
    As mentioned previously, as long as you have the Figma file open before going offline, you’re fine. This is probably OK for most people — but if you like to shut down your computer every night, it can be painful when you open it in the morning on a train or airplane and realize you forgot to leave Figma open.

Open-Source Design

A few months ago, the always controversial Dann Petty recently tweeted about developers having GitHub, photographers having Unsplash — but designers not having a platform for sharing things for free. Design Twitter™? swooped in and he deleted his tweet before I could get a screengrab, but one thing I’d like to mention is that what we’re very passionate about at Liferay, is open source. To that end, we’ve created a Figma project for resources to share with the design community.

A screenshot of Liferay's open source Figma project

Open sourced files from Liferay.Design. (Large preview)

To access any of these files, check out liferay.design/resources/figma, and stay tuned as we grow and share more!

Further Reading

Other Resources

(mb, yk, il)
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What’s New For Designers, April 2019

April 15th, 2019 No comments

We’re all about learning tools this month in our round of up new resources and tools for designers. From games to books to tutorials, there’s something new for everyone to learn and enjoy.

If we’ve missed something that you think should have been on the list, let us know in the comments. And if you know of a new app or resource that should be featured next month, tweet it to @carriecousins to be considered!

CSSBattle

Jump to the top of the CSSBattle leaderboard by using CSS skills to replicate targets with the smallest possible code. Put your skills to the test in this fun way to test your knowledge. New targets being added as well so you can keep going and moving up in the rankings.

UX Agenda

UX Agenda is a compilation of conferences, meetups and workshops in a single, searchable location. Look for events near you or add your own UX events for free.

Codetalks.tv

Codetalks.tv is a collection of the best talks about coding around the world in one place. Watching any of the videos is free. Look for talks from specific conferences or by topic.

Static Pages

Static Pages allows you to publish any static page on a WordPress website with any URL in a matter of seconds. It also includes SEO optimization for ease of use.

Static Pages – Upload Static HTML Pages to WordPress

Javascript Grammar

Javascript Grammar is an educational e-book offering from Greg Sidelnikov, also known as @js_tut or JavaScript teacher on twitter. You can get it on Amazon, with a tweet or direct from the author.

Illustration Gallery

Illustration Gallery is a collection of royalty-free illustrations for projects. It’s updates weekly with plenty of options for personal or business use in a clean, modern style.

Neort

Neort (which is still in beta) is a digital art gallery where you can share artwork and how it was created. Upload work with a short description and gather feedback on it from a community of artists. Think of it as the artist version of Dribbble.

Geenes

Geenes is a color scale tool to help you generate color palettes for user interface elements and then export the hues for Sketch or other programing tools.

Color Review

Color Review is a tool to help you test contrast between color elements in a design. This can help you ensure that foreground and background elements have enough contrast to be read with ease by all users and is a great accessibility tool. Use it online or download the app.

Spider

Spider is a tool that helps you turn websites into organized data without coding. Add the extension to Google Chrome to start scraping data; just point and click to collect the data you need.

Code2Flow

Code2Flow is a tool to describe workflows and patterns in an easy (and visual) format. Create and build flowcharts in seconds and don’t worry about needing more complicated drag and drop tools. And it’s all interactive.

Mosaic

Mosaic is a front-end JavaScript library for building user interfaces. It uses a component-based system and has an extremely small library size.

Humane by Design

Humane by Design is a project by Jon Yablonski to provide information about designing ethically humane digital products. From the site: “The exponential growth of mobile technology has ushered in an age where time and attention is an increasingly scarce resource. Instead of technology enhancing our abilities as humans, we’ve seen it become a vehicle for extracting our attention, monetizing our personal information, and exploiting our psychological vulnerabilities. As designers, we play a key role in the creation of such technology, and it’s time we take responsibility for the impact that these products and services we build are having on people it should serve.”

Outdoor Icon Pack

The Ultimate Outdoor Icon Pack includes 64 editable vector icons and a checklist for adventure designs. The flat line styles are trendy and easy to use.

Friendly Faces

Friendly Faces is an inclusive avatar generator. Pick random options or adjust specifics to find an avatar that looks more like you. Then download and share.

Remix Icon

Remix Icon is a set of open source line-style icons in a variety of categories. Use them as part of a consistent design system or as stand-alone elements.

Asian Adventure Icons

Asian Adventure is a colorful set of 76 flat icons that represent Asian culture and elements. Icons comes in AI, SVG and PNG formats.

Tutorial: How to Make a Speech Synthesis Editor

This great – and detailed – tutorial from Smashing Magazine helps you understand the logic behind the technology powering all the voice assistants in our homes. This guide helps you create a “What You Get is What You Hear editor for digital speech synthesis.

Tutorial: How to Create Clipped, Blurred Background Images in CSS

This tutorial takes you through creating seamless blur effects using CSS filters for a trending photo look. The tutorial includes written and video instructions and is easy to follow.

Tutorial: All You Need to Know About Hyphenation in CSS

How do you feel about hyphenation on the web? It can be a somewhat touchy subject. This tutorial by Richard Rutter explains hyphenation dictionaries for the web and related CSS guidelines.

Tutorial: How to Organize Files in a Design Agency

It’s an age-old question: How to you best organize design files? The team at Clay digital agency go behind the curtain on their process, and you can definitely learn from their workflows and file structures.

Generative Poster

Generative Poster is a fun pen that will allow you to adjust parameters and create an abstract poster design quickly. Just adjust the controls to see changes as they happen and keep tweaking until you find the right design.

Lovely Puppy

Lovely Puppy is a light and cheerful display font for children’s or whimsical purposes. The download includes a font duo with the sans serif and script versions as well as a set of doodles and patterns.

Melvick

Melvick is a strong, display sans serif. It has a distinct style with upright letterforms with some disconnected strokes. This typeface includes uppercase characters and numerals.

Public Sans

Public Sans is a strong neutral typeface for various uses. The family includes thin, extra light, light, regular, medium, semibold, bold, extra bold and black variations. Plus, you can join the development on GitHub. The typeface is a variation of Libre Franklin.

Pulpo

Pulpo is a Clarendon style typeface with the skeleton of Century Schoolbook. Longer extenders give text a bit more air to breathe and improve legibility in small text sizes. Despite the strength and sturdiness of the design, each letter shape carries warmth and an echo of the human hand. The familiarity of the letterforms also conceals some nostalgia. The family has 10 styles, ranging from light to black (including italics) and is ideally suited for editorial, advertising and packaging as well as web and app design. A massive body combined with low stroke contrast, emphasizing the horizontal elements, make it very suitable on screen and for small text sizes on newsprint paper.

Add Realistic Chalk and Sketch Lettering Effects with Sketch’it – only $5!

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Popular Design News of the Week: April 8, 2019 – April 14, 2019

April 14th, 2019 No comments

Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

Note that this is only a very small selection of the links that were posted, so don’t miss out and subscribe to our newsletter and follow the site daily for all the news.

Water.css – Make your Tiny Static Websites Beautiful

How We Used WebAssembly to Speed up Our Web App by 20X

What Design Tools Get Wrong

Illustrated.dev

New Logo for IKEA

How to Create Clipped, Blurred Background Images in CSS

Kickstarter Campaign – Gimli : VIsual Web Tools for Visual Studio Code

Hyper Editor – A Backend Agnostic Block-based WYSIWYG Editor

How to Build a Design System from Scratch

UI/UX Patterns You Literally Cannot Design

Find Color Names by HEX Value or Invent New Ones with this Twitter Bot

The Most Relaxing Colour in the World? Dark Blue Apparently

21 Pricing Page Design Secrets for More Conversions

Public Sans

The Five Areas of UX

Feeling Empty in Whitespace: My Love and Hate Relationship with Negative Space

Building a Front End with no JavaScript

The 12 Branding Archetypes of Successful Businesses

ColorKitty

Color Accessibility: Tools and Resources to Help Design Inclusive Products

After Nearly Three Years of Development, Does Adobe XD Offer Enough of a Challenge for Designers to Consider a Change?

What do Potential Clients Want to See in your Portfolio?

If You’re not Uncomfortable Showing your Work, that Might Be a Bad Sign

Partners in Design — a Guide to Client Empathy

No Country for Old Devs: How to Solve Tech’s Ageism Problem

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.

Add Realistic Chalk and Sketch Lettering Effects with Sketch’it – only $5!

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Brand, branding and brand identity: what does it all mean?

April 12th, 2019 No comments
brand identity

Brand, Branding, Brand Identity, Brand Strategy, Brand, Brand, Logo, Visual Identity, Coordinated Image. It is time to shed light on all these terms, which are often confused or used as synonyms (some are), and to explain their meaning.

In this guide, I really want to offer a sort of “vocabulary” of the main terms used when talking about the identity of a company or a person.

Ready? Ok, let’s do this!

Let’s start with what is perhaps the main term: the brand.

What is a Brand?

“The brand is what people say about you when you’re not in the room” – Jeff Bezos

The brand is essentially the set of visual, perceptive and emotional elements that are associated with certain companies, organizations, products or people.

One of my favorite examples to understand what a brand is and the importance of a brand is Ferrari.

The moment we think of Ferrari we don’t think of a racing car manufacturing industry. Or rather, not only that! We immediately think of speed, wealth, luxury, and red!

brand identity

“Give a child a sheet of paper, colors and ask him to design a car: it will surely make it red.” – Enzo Ferrari

This is the meaning of the brand: the whole of all that is perceived by a given company. And this is precisely why it is so fundamental.

“A business is only as strong as its brand is strong” – Jim Stengel, from his book “Grow”

A strong brand is also recognized among many others. A strong brand is that of which people fall in love, trust or think it is superior to others.

In fact, how a brand is perceived by the public enormously influences the success of the company it represents.

But one important thing is that the brand is NOT just the logo, and using them as synonyms is profoundly wrong.

Brand, branding, brand identity: their meaning

When it comes to Brand, I like to use the Iceberg metaphor.

In practice, the Icebergs are those masses of floating ice that was once present in large numbers in the Arctic Ocean but are now disappearing due to global warming.

The important (and dangerous) thing about the Icebergs is that most of the ice mass is underwater, not visible. That being said, we will only see a small part of the exposed top floating above the surface.

And the same happens with the Brand.

We perceive only a tiny bit of them. We perceive, in particular, the aesthetic aspects, the image, the logo.

The logo, in fact, is the tip of that Iceberg and is the first thing that people see of a Brand. Precisely for this reason, it must be able to identify all that is hidden underwater, aka – the rest of the Brand.

So a brand is the whole that is seen or perceived by a company. The Logo is instead the symbol that represents and identifies the entire brand of the company.

The difference between Logo and Brand

brand identity

The logo, short for “logography “, is the graphic transposition of the name of a company. Usually, it can be composed of a pictogram (the symbol, the drawing) and/or logotype (the writing).

From a legal point of view, the logo is one of the elements that can be registered as a trademark.

The trademark, in practice, is a legal term that indicates something that can be registered or registered as a single element.

A brand can be a logo (figurative mark and wordmark) but it can also be of various other types. It can be, for example, a product form (shape mark), a texture (a mark with repeated motifs), an image, a sound or a video (multimedia mark), etc.

brand identity

So, the logo can be a brand but a brand is not just a logo.

Don’t use them as two synonyms!

Other terms that are often used

When we talk about Brand, many other terms are often mentioned. Let’s try to give a definition for each of them.

Branding

brand identity

Branding could literally be translated as “marking” or “making a brand” and is basically the process by which a Brand is communicated (and built).

Branding is the process by which a company builds its brand in practice.

Brand identity or brand identity

Brand identity is the tangible part of a brand – what you can see, touch, feel or handle.

It is the logo, the packaging, the TV spot, the color or the product. It is the set of all these things, which constitute the identity and communication apparatus of a brand.

Brand strategy

The strategy is, of course, a brand’s operating action plan.

A good brand strategy is one that provides a central and unified idea around which all the behavior and communication of a company must rotate.

brand identity

Brand Storytelling

This is what the name says – the art of telling the brand correctly, using brand identity and remaining consistent with the brand strategy.

Conclusion

Distinguishing all these terms may seem like something that’s not very useful or superfluous but it is essential if you want to be really professional when working in the world of communication.

Each business sector has its own language. Learning the language of that sector is fundamental to be able to really be part of it.

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Using the Web Speech API for Multilingual Translations

April 12th, 2019 No comments

Since the early days of science fiction, we have fantasized about machines that talk to us. Today it is commonplace. Even so, the technology for making websites talk is still pretty new.

We can make our pages on the web talk using the SpeechSynthesis part of the Web Speech API. This is still considered an experimental technology but it has great support in the latest versions of Chrome, Safari, and Firefox.

The fun part for me is using this technology with foreign languages. For that, Mac OSX has great support for this on all browsers. On Windows, you have to use Chrome. We’re going to walk through a three-step process to create a page that speaks the same text in multiple languages. Some of the basic code is derived from documentation found here but the final product adds some fun features and can be viewed at my Polyglot CodePen here.

Screen shot of the completed Polyglot app with a menu of languages.

Step 1: Start Simple

Let’s create a basic page with a