Visual branding is much more than just a logo or website, it’s a reflection of your company as a whole. Developing a successful visual brand is about creating a unique image for your business, one that’s memorable, communicates your values, and directs the way your audience feels about you. Having a recognisable brand identity is incredibly important if you want the public to, well, recognise you.
What is Brand Identity?
Your visual identity comprises of a logo, typography, colours, images, and all other creative content that makes up your brand. Fresh, original and informative content and graphics used appropriately and consistently, can be a very effective way to gain and sustain consumer attention and shape your brand reputation.
It is essential that your brand design is not only consistent, but also adaptive & coherent.
Adaptable work can translate seamlessly between print and digital, allowing for varying constraints and requirements in layout, colour palettes, and resolutions. This is central to achieving effective visual design that looks good in all formats.
It’s also very important that your visual identity is coherent. Creating something that’s simple, clear and sincere to the brand you’re trying to build is key. Essentially your design has to make sense: If you run a company that sells wedding attire you might want your visual identity to reflect the classical, elegant style of your products, however if you sell the latest computer game consoles, you might go for a more futuristic, dynamic design. Of course, you shouldn’t confine yourself to an obvious, or conventional style, but whether it’s corporate or cute, traditional or modern, it needs to be appropriate and relevant to you and your business.
The logo is the flagship image of any brand. A logo can signal to potential customers that your company is trustworthy and familiar, and also sets you apart from the competition. While a logo itself is not your brand, thoughtfully conceived and consistently implemented, it should be shorthand for what your business stands for.
Consumers develop an instinctual affinity toward brand logos. The success of apps like “LogosQuiz” by AticoD Entertainment, in which users are challenged to identify over 900 brands using only the logo, demonstrates the extent to which logo design imprints upon public awareness.
When people look at a logo, image, or website, colour is the foremost characteristic that they remember. In fact, according to ColorMatters, 80 percent of visual information that we take in is related to colour.
Colour plays an integral role in brand recognition and brand loyalty. They influence our emotions and help us distinguish between competing brands. For example: Can you recall the brand colours associated with these supermarket chains?
Cadbury’s, the UK’s top chocolate brand, considers their own brand colour so important to their identity that they went as far as copyrighting their “Cadbury Purple,” or Pantone 2685C as it is more commonly known.
All words are not created equal, nor do they have the same impact in every typeface. Typography is a subtle but essential way to define your brand’s style and character. The font you choose can directly determine public perceptions of your brand.
The use of a Serif font can communicate a traditional, elegant style.
The use of a Sans Serif typeface can convey an impression of modernism and innovation.
Many individual elements come together to form your visual identity. The value of a distinctive, professional brand image shouldn’t be underestimated. Design is often seen as a cost, but it really should to be seen as an asset. All of the aspects to your visual brand add to your company’s overall value.