8b. Visual Identity Graphic Design, SELF PROMOTIONAL _________________________________ The old visual identity used a dull, red color that looked a lot like dried blood – which might be relevant but made me feel queasy. That, and typography and pictograms that were very angular and rough made for something that looked both rather dull and omnious. The new one needed to bear the same characteristics as the new logotype. Everything from typography and colors to pictograms and other graphics needed to feel clean and clinical yet friendly and non-threatening.