One key part of building a brand is creating a visual identity. Visual identity is the collection of visual elements that represent and differentiate a brand. In other words it’s any visible bits like a logo or brand colours that help customers recognise a brand. By grouping all your branding assets together into one look this creates brand recognition.
Based on your brand identity, including your brand identity examples and brand style guide, visual identity reinforces your core values and brand promise through visible channels. Using consistent and strategic visuals to communicate, a good visual identity also tells your brand story. This article by FOR® explains the importance of visual identity in branding and the key elements of visual identity.
Visual identity elements
Each branding element works together to create a cohesive identity that speaks your brand language. Here are the parts:
Logo
In short, your logo is a symbol that represents your brand. Using colours, shapes, typography and sometimes a tagline, a good logo is one that encapsulates a brand and feels good. No matter what type of logo your brand uses, it should communicate your brand identity.
For example a wordmark logo with just the company name is a great choice for brands that want their name to stand out. If your brand name is long perhaps a lettermark or monogram logo would be better. Whatever, your visual identity should include a logo lockup which is all your logo elements in one place and can adapt to different contexts.
Brand Colours
Your brand colours will form your visual identity at every touchpoint. Remember this colour palette plays a big part in perception and how potential customers will feel about your brand. Understanding colour psychology and the emotions behind different shades will inform your design process.
Make sure you choose colours that are functional and relevant. As your brand colours will be used across many contexts, the palette needs to be flexible too. For example your website copy, social media posts and printed materials should all be considered when thinking about how the colours will look across different branding assets.
Typography
There’s no one-size-fits-all when it comes to choosing your brand’s typography. Instead, think about the message being communicated. As Robert Bringhurst, poet, typographer and author of The Elements of Typographic Style, says “Typography is the craft of giving form to human language.”
Photography
You’ve heard the saying “A picture is worth a thousand words” and when it comes to your brand’s photography it’s an opportunity to tell your brand story through images and video’s and strengthen your visual identity.
When choosing images for your website or social media posts pay attention to style, composition and the people in the photos or video’s, so your content looks branded and cohesive.
Since photography can be so emotive it’s an easy way for customers to feel a sense of your brand. If you’re using people in your images make sure you have a range of diverse models so anyone can see themselves in your brand.
Graphics, Illustrations and Icons
These visual elements are stylistic extensions of your brand. From simple lines and shapes to specific icons these forms can have very specific functions. For example icons and buttons on your website will impact your customer’s user experience and interaction with your brand. And how you visually denote content on marketing materials, internal training documents, presentations or social posts can all be influenced by your graphics.
Hand drawn illustrations can also bring personality and individuality and a more human and relatable touch when used in the right context. Whatever way you use graphics and illustrations these details are part of your brand’s overall visual identity and support continuity across all platforms.
Why a Visual Brand Identity Matters
Your brand’s visual identity is what shapes perception and leaves a lasting impression. It’s good for several reasons:
Differentiation
Having a unique and recognizable visual identity is what sets brands apart and promotes differentiation. Branded collateral that represents your business well will stand out in the market and in your customers minds.
Take Boxed Water for example. In an industry dominated by plastic bottles the whole company is based on reducing plastic and aluminum waste and offering a sustainable alternative. So their product is very different from the competition and the visual aesthetic is categorically different.
Relatability
If your target audience likes and understands your brand it will make it easier for them to relate to it. You can think of your visual identity as representing your brand and evoking a more personal experience.
For example, your logo is the “face” of your brand. With that in mind designing a visual identity that’s true to your brand will create a sense of understanding between you and your customers.
Consistency
Consistency is important in all branding but when it comes to your visual identity it’s more so. A consistent visual identity will support a consistent customer experience and ultimately brand loyalty. The more your customers see your product the more they’ll seek it out or prefer it over others.
Conclusion
Visual identity is part of brand building. A good visual identity will increase brand recognition, differentiation, credibility and loyalty. By investing in a good visual identity, you can create a strong and memorable brand that will help you achieve your business goals.
A solid visual identity creates brand recognition, differentiates you from the competition, establishes consistency and trust with your customers and creates an emotional connection with your audience. By understanding the key elements and importance of a good visual identity, you can create a visual identity that will help you stand out and achieve your business goals. If you want to build a brand by creating a visual identity, contact Toni Hukkanen, the head of FOR®’s Digital Marketing Agency.
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