Few design exercises are as critical as identity design. Good design can provoke familiarity and trust. Bad design undermines the perceived quality or relevance of a business or product. Once implemented, it is very difficult and expensive to undo a bad judgment call on brand identity design.

With so much riding on this creative exercise, it is not surprising that identity work is both exhaustive and political. Design firms need to generate an outstanding final creation and build client consensus. Affinnova's IDDEA technology can help ensure both.

Once the field of early design exploration has been narrowed down to the strongest themes, creative variations can be explored across a variety of design aspects (e.g. font selection, colours, proportions, 3D treatments, containing shapes, even the name itself), to create an incredibly robust space of alternatives.

Affinnova's IDDEA technology vets them all to find the best. Target consumers or stakeholders are guided through the space by our evolutionary algorithm, making choices among sets of designs, until only the strongest trademarks survive. Top design concepts can be evaluated for effective communication and appropriateness, and measured against relevant benchmark designs to determine the very best amongst millions.

The process produces client confidence and consensus. The client gets a great logo and the design firm gets a smooth and profitable process.