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 identityBrand 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.
- Aspects of colour