A brand's visual identity includes all images and graphical information that conveys the brand's personality and distinguishes it from its competitors. In other words, it provides everything that buyers can see, from the store's logo to its interior design.
In many cases,
visual identity culminates in creating a brand style guide that specifies how the brand should always be visually represented in any situation.
Visual identity serves the following purposes:
- to make viewers feel something
- viewers can learn more about a company's products and services by watching this video
- To use uniform graphics to bring together the various components of a company.
Brand identity as opposed to visual identity
Brand identity is inextricably linked to a company's visual identity.
However, on the other side, the brand's identity is the total of everything that makes it unique. Non-visual components such as a brand voice, copy-editing guidelines, a goal statement, fundamental values, and so on are all part of the visual identity.
There are two major disciplines involved in creating visual identity: brand identity and brand identity as a whole. Although there is some overlap, the professionals involved in each are usually distinct. The marketing department is responsible for brand identity, while creative directors and designers handle the visual identity.
The difference between the two is that brand identity deals with the inner workings, whereas visual identity focuses on the external appearance.
The visual characteristics of a brand's identity.
A brand's visual identity is its visual language. As a result, each of its components serves as a building block for conveying the message. We're going to take a look at the various features that make up a visual identity.
The term "graphics" refers to any image assets that have been produced or created in the context of a visual identity. Consider the Coca-Cola bottle or a Lego block and how their different silhouettes represent their respective brands' identities. If you want something more complex, you can go with a logo, icons, full-scale
graphics, or animations.
Brand identity is established by employing certain hues, tones, and tints in a three-colour scheme. As a result, instead of using red or green, these companies opt for shiraz and seafoam. A well-chosen colour scheme can elicit significant emotional responses from viewers.
All brand assets, including logos, should use these colours in their design. To look its best, a design must have a primary colour, a secondary colour (for the background), and an accent colour (for contrast on assets such as a CTA button). The absence of colours, such as black and white, is an acceptable colour option.
Speaking about the brand's "image," photography and video content, and any spokespersons that play that role in commercials are all examples of imagery. A brand's personality and customers are the most crucial factors to consider when developing a visual identity system.
Because consumers naturally want to see themselves reflected in their products, imagery is the most relevant to the target demographic. So, depending on the audience you're trying to reach with your visuals, you might want to establish rules for what kinds of stock photographs and videos to employ.
Brands have tangible assets, such as a logo.
A brand's physical assets are the things that make up its visual identity. Brands without a physical presence may not be affected by this, and even within companies with a physical presence, the nature of these assets may differ. However, tangible brands' visual identities depend on this. Thus it's worth discussing.
This includes the layout and style of a business, the attire of customer-facing personnel (think of how all Apple stores look the same), the china, cutlery, and tablecloths used in restaurants. The lack of consistency is also a message to consumers.
