What is Visual Identity?
Visual identity is a collection of visual elements that serve to represent and differentiate a brand. More specifically, it refers to any visible components such as a logo or brand colors that help customers identify a brand. By consolidating each branding asset into a cohesive aesthetic, this develops brand recognition. Built on the foundation of your brand identity, including your brand identity examples, and outlined in your brand style guide, visual identity reinforces your core values and brand promise through visible mediums. Using consistent and strategic visuals to help communicate, a strong visual identity also helps tell your brand story. Over time, customers’ continued exposure to your brand will foster associations and create emotional responses, oftentimes triggered by visual cues.
What is
Visual Identity?
Visual identity is a collection of visual elements that serve to represent and differentiate a brand. More specifically, it refers to any visible components such as a logo or brand colors that help customers identify a brand. By consolidating each branding asset into a cohesive aesthetic, this develops brand recognition. Built on the foundation of your brand identity, including your brand identity examples, and outlined in your brand style guide, visual identity reinforces your core values and brand promise through visible mediums. Using consistent and strategic visuals to help communicate, a strong visual identity also helps tell your brand story. Over time, customers’ continued exposure to your brand will foster associations and create emotional responses, oftentimes triggered by visual cues.
Elements Of a Visual Brand Identity
A solid visual identity is a brand asset for creating a consistent and cohesive brand experience. It includes these elements:
> LOGO
A logo is the first thing that comes to mind when people think about a brand’s visual identity. Your logo can be icons, typography, or a combination of both.
Some designs illustrate an idea or metaphor related to the business. Take a look at a few famous logos and see how varied they are.
> LOGO
A logo is the first thing that comes to mind when people think about a brand’s visual identity. Your logo can be icons, typography, or a combination of both.
Some designs illustrate an idea or metaphor related to the business. Take a look at a few famous logos and see how varied they are.
> Colors palettes
In color theory, a color scheme is the choice of colors used in various artistic and design contexts. For example, the “Achromatic” use of a white background with black text is an example of a basic and commonly default color scheme in web design. Color schemes are used to create style and appeal.
> Colors palettes
In color theory, a color scheme is the choice of colors used in various artistic and design contexts. For example, the “Achromatic” use of a white background with black text is an example of a basic and commonly default color scheme in web design. Color schemes are used to create style and appeal.
> Graphics & Illustrations
Graphics, in the context of visual identity, are picture assets that are drawn or designed. They can be as simple as forms and shapes—consider a Lego block or the Coca-Cola bottle and how these distinctive silhouettes signify their respective brands. Or they can be more complex, such as a logo, icons, or even full-scale illustrations or animations.
> Graphics & Illustrations
Graphics, in the context of visual identity, are picture assets that are drawn or designed. They can be as simple as forms and shapes—consider a Lego block or the Coca-Cola bottle and how these distinctive silhouettes signify their respective brands. Or they can be more complex, such as a logo, icons, or even full-scale illustrations or animations.
> Typography
When it comes to selecting your brand’s typography, there’s no one-size-fits-all approach. Instead, consider the impact typography has on the message being delivered. According to Robert Bringhurst, poet, typographer and author of The Elements of Typographic Style, “Typography is the craft of endowing human language with a durable visual form.”
From the typeface to the kerning (spacing between letters), typography plays a major role in evoking mood, setting a tone and cultivating brand recognition.
Good brand typography should be:
- Readable
- Enduring
- Versatile
- Functional
- Communicative
> Typography
When it comes to selecting your brand’s typography, there’s no one-size-fits-all approach. Instead, consider the impact typography has on the message being delivered. According to Robert Bringhurst, poet, typographer and author of The Elements of Typographic Style, “Typography is the craft of endowing human language with a durable visual form.”
From the typeface to the kerning (spacing between letters), typography plays a major role in evoking mood, setting a tone and cultivating brand recognition.
Good brand typography should be:
- Readable
- Enduring
- Versatile
- Functional
- Communicative
> Photography
Brand photography is a collection of professional images that aim to visually tell your brand story. It can include professional headshots of employees, lifestyle images, and product shots. Brand photography can use color, props, models, backdrops, and sets to visually represent your brand.
> Photography
Brand photography is a collection of professional images that aim to visually tell your brand story. It can include professional headshots of employees, lifestyle images, and product shots. Brand photography can use color, props, models, backdrops, and sets to visually represent your brand.
> Slogan
A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group
> Slogan
A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group
> Business Card
A memorable business card is the best way to introduce yourself and make a good impression. There are a lot of different factors that go into designing a business card. Your logo, fonts, color palette, contact info, and design layout all impact how people perceive the value of a given brand
> Business Card
A memorable business card is the best way to introduce yourself and make a good impression. There are a lot of different factors that go into designing a business card. Your logo, fonts, color palette, contact info, and design layout all impact how people perceive the value of a given brand
> Official Papers Design
The principles of designing visually-appealing documents have to do with how your content is physically laid out and are based on how our eyes travel across a page. The four main principles of good document design are alignment, contrast, proximity, and repetition.
> Official Papers Design
The principles of designing visually-appealing documents have to do with how your content is physically laid out and are based on how our eyes travel across a page. The four main principles of good document design are alignment, contrast, proximity, and repetition.
Best points for Visual identity
Designing a brand isn’t just an opportunity to represent your brand beautifully, it also clearly communicates the brand’s purpose and personality. A well-designed brand visual identity is:
> Unique and Different
It stands out. Think Coca-cola
> Consistent
Great brands are always in tune. Consistency doesn’t need to mean the exact repetition of content or design. It can mean consistency in being distinct or vibrant.
> Transparent
It’s simple and easy to understand.
> On Message
Every visual asset should work together to send a cohesive brand message.
> Mediums
Digital, Online, or Offline
> Scalable
A well-executed brand visual identity scales across
> Flexible
Visual assets work across different media and styles. For instance, the color of the logos and other visual assets should work in black and white as well.