In short, a visual identity audit is a close examination of the ways in which a brand (or organization) projects its visual identity – from its name to its logo, tagline, color palette, etc. Since a brand’s identity affects its image, it is always in the best interest of the brand to project a consistent, unified identity.
To complete this audit, you will pay close attention to the use of the brand’s name, logo, tagline and color palette. Every time one of these elements is used, it is called a “touchpoint” or a “brand contact.” If you see a magazine or newspaper ad, or even the logo on-screen during a television broadcast, it is a brand touchpoint – an opportunity for the brand to present a consistent identity.
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You will need to analyze a minimum of 150 touchpoints for this assignment. Touchpoints need to be current – in stores or in the media at the time you are conducting the audit. You will need to compile a digital file of all touchpoints, as well as when and where they were photographed, or when the touchpoint appeared in the media.
Lastly, analyze what you’ve found and determine whether the brand is consistent in its presentation – and if not, what the consequences for the image may be. Using the results of your analysis, make recommendations to the
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