Issue 97

Make or break atlas integrity

Hello, dear readers! 👋

In this issue, among other things:

• What is brand consistency and how to achieve it

• How to match icons to fonts based on the anatomy of letters

• A large collection of cool logos

• AI generator of 3D assets

• A cool platform for team management of animation and video projects

• AI Pin failure

• A hundred small practical tips for working in Figma

• …and much more!

Enjoy reading!

🗞 News and articles

Why brand consistency can make or break your brand

The guys from the Koto studio have released a succinct article about what brand integrity and consistency are, why it is difficult, but it is important to achieve it, how to put it into practice and much more. The article contains valuable practical tips and examples.

Brand integrity (or consistency) is the result of consistent "behavior" of a company without deviation from its brand concept. It can manifest itself in visual communication, narrative tone, philosophy, experience using a product or service, and other things. Ideally, you need to maintain integrity in all these dimensions at the same time.

A few thoughts from the article:

• The relationship between a brand and its audience differs little from a personal relationship. To gain trust, it is important to be consistent (even when implementing changes)

• Advertising agencies often focus on creating vibrant campaigns rather than building a brand. Marketing teams are also adding fuel to the fire

• Most often, integrity is difficult to maintain due to the lack of uniform standards and the inability to ensure their compliance

• 60% of marketers create at least one piece of content every day. The introduction of clear standards in their production will help bring significant benefits to the brand at a distance

• Brand integrity doesn't make sense if it doesn't benefit the business.

• The brand identity should be built taking into account the specific requirements in the category. For example, it is important for a bank to be consistent, but for a fashionable clothing brand it can be disastrously boring

• The best way to assess the integrity of a brand is to look at it from the user's point of view. Try to go from marketing materials to product and document every interaction

• The most important tools in maintaining brand integrity are corporate culture and publicly available guidelines

Choosing the perfect icons for your typeface

Guys from the Streamline icon service wrote a large detailed article on how to select icons for fonts based on the anatomy of letters. Using the example of their icon sets, they showed and explained which icons would be suitable for grotesques, antiques, scripts, decorative and monospaced fonts.

How to create a color palette for design systems

Alex Baranov spoke about the sequence of creating the color palette of the design system, which will help to avoid typical mistakes and save time. He described in detail every step — from choosing basic colors and creating shades and shadows to naming and other subtleties. This method is suitable for any project and any set of colors.

In conclusion, Alex shared his own palette designer in Figma.

⚡️ Briefly

The current state of artificial intelligence generative language models is more creative than humans on divergent thinking tasks. A detailed article about a study in which scientists found that GPT-4 is significantly superior to humans in terms of creativity. In particular, AI has performed better in divergent thinking.

New technologies

Meta has released LLaMa-3, a new generation of its open source language models. They are significantly higher in performance than previous versions and have performed better in reasoning and coding. Facebook Instagram chatbot Meta AI, developed on the basis of Meta Llama 3, is now available for free on Facebook, Instagram, WhatsApp and Messenger.

Llama 3 has already begun to be implemented in third-party applications. For example, now on the Groq platform, a chatbot outputs 600 words per second and prints 25 times faster than an ordinary person.