The visual identity of a brand is simply the visible elements of a particular brand. It is the visual aspect of branding which is created by a company or business in order to evoke the certain feelings and experiences attached with the brand. It is anything the brand produces or use to communicate its messages.
The visual identity of a brand comprises its logo, imagery, typography, shapes, colour palette, and touchpoints. It is easy enough to list them out, but a great visual identity is not about designs.
A great visual identity is the symbolic meanings that cannot be interpreted through words alone; so it is about creating a better/stronger brand experience.
5 Elements of a Brand’s Visual Identity;
1. Logo
The “face” of the brand. This is one of the most important aspects of branding potential clients will first come to recognize.
In designing an effective logo, I always use a principle which I mnemonic-SMARTV. This means a logo must be Simple (unique logo are K.I.S.S-Keep It Simple Stupid), Memorable (is your logo easily remembered?), Appropriate (is it proper in some demographics?), Relevant (does it relate to the work you are doing), Timeless (is it having a value that is not limited to a particular period of time?) and Versatile (it is scalable and can appear in all conditions?).
In addition, make sure that your designer provides your logo in various print and digital file formats (.eps, .pdf, .png, .jpeg) and in RGB and CMYK colour modes.
2. Colour Palette
I know you have your colour preference. I know you have your “favourite” colour. But before choosing brand colours, do research on the kind of colours that resonates with your brand. But I recommend websites like Coolors, Adobe Color, Paletton, etc.
Note that they are various colours for various purposes because different colour evokes different emotions. So your colour palette should be representative of your brand’s personality and what will also resonate well with your potential client base.
3. Typography
Just like colours, each font of a typeface is used for various purposes. It can be Serif, Sans-serif or Script, based on what resonates with the brand. They have a specific weight, style, condensation, width, slant, italicization, ornamentation, etc. It’s important to simply use fonts that complement your brand, are visually pleasing. Most of all, it is important to use fonts that are readable.
A good brand sticks to their own choice of typeface across all their touchpoints and mediums.
4. Imagery
The aesthetic appearance of a brand is the visual core messaging. Brand imagery is the result of the visuals that represent a particular brand. It is an opportunity to communicate with your customers using images. It is crucial to use photos that have the same look and feel similar to the brand. You can use stock photos, but I always encourage brands to invest in some brand photos, so that they will have a collection of images totally unique to the brand, and with that, no one else will be able to use online.
5. Stationery
These are materials associated with the brand. It includes letterheads, envelopes, invoices, receipts, quotation sheets, business cards, and other branded materials. These are customised to denote the visual identity of the business.
In recent times, branded stationery has assumed further significance. They play multiple roles by serving as a form of marketing materials, helping staff to network and creating brand awareness, among others. It subtly promotes the brand to the right audience.
6. Supporting Graphic Elements
This part is about other complementing elements to the brand’s visuals. It is the incorporated secondary elements used to tie together the identity and to add extra punch to the designs. They can be built brand icons, recognized shapes, patterns, textures and lines that are used to complement brand. They add additional information, break up text and dimensions to a brand’s designs.
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