visual identity: key aspects and role in brand strategy

One of the key aspects of brand strategy is the «visual identity» concept.

Every well-known brand has one. Or rather, there is not a single example of a successful brand that does not have its own visual identity.

Apple and its bitten apple is a prime example. Many of us, when we see this logo, immediately think of the California Corporation. Minimalistic packaging, as well as simplicity and elegance in the product design - all this is its visual identity.

Visual identity, what is it?

Visual identity is a concept that includes many aspects that determine the uniqueness of a brand and its identity.

It expresses the values, mission and philosophy of the company through visual and text elements.

This is not just a representation of the company, but the first point of contact between the brand and the audience, forming its image and persona.

There are three formats of visual identity.

1. Small. These are the main elements of the brand identity, such as a logo, a set of fonts, a color palette, as well as corporate design elements, for example, layouts of letterheads and business cards.

A small visual identity carries the key visual identity of the brand and helps to create a recognizable image of the company. It serves as a visual basis for all types of brand communication with its audience.

If you're a small company, this is your choice. You can use your visual identity on signage, website, social media, and corporate documentation.

2. Large. This is an extended set of brand identity elements that includes all the components of a small visual identity, as well as additional elements such as POS material layouts, corporate uniforms, patterns, textures, icons, and the standard style of photos and illustrations.

This format of visual identity is suitable not only for creating a visual identity, but also for the development of advertising materials and product packaging. It is suitable for office design, booths, online and offline stores.

3. Design system. This is a complex set of components and rules for their use, which includes brand identity elements, templates of digital interface elements, and frameworks.

The design system is used to standardize the visual language and simplify workflows within the company.

If you want to become the owner of a corporation, then you should get to know the design system better. This will help synchronize and unify the work of different departments of the company, automate creative creation due to numerous templates.

What is included in the visual identity of the brand?

The components of visual identity can start with a logo and color palette and end with fonts and communication style.

Each element should fit into the brand identity organically, reflecting its values, mission and philosophy. This is necessary to create a complete image.

What does a visual identity consist of?

— Logo. The main visual symbol of the brand, its visual representation and recognizable element. It forms the first impression of the brand.

— Color palette. The chosen colors that define the aesthetics of the brand. They are designed to evoke certain associations and emotions in consumers.

— Fonts. Selection of fonts that reflect the personality of the brand and create its style. Through the font, you can show the mood of the brand: serious or light.

— Graphic elements. Recognizable symbols, patterns, or illustrations that enhance the brand image. They help to build a picture of the brand in the minds of the audience.

— Photo and video style. Visual materials that convey the brand philosophy. They immerse the customer in the world of your company.

— Communication style. Features of brand expression in writing and in communication with the audience. Along with fonts, it helps customers understand the tone of your brand.

Brand attributes

From the elements, the attributes of visual identity are born – characteristics and features that distinguish your brand from others: there are many font logos, but it is the chosen font, as an attribute, that conveys the principles and mood of your brand.

Features that distinguish an element of Visual identity from the mass of others are components of attributes.

— Logo style. It defines a general idea of the company's values. Minimalism conveys expertise, and craft conveys a sense of warmth.

— Brand color palette. It is distinguished by a shade of color, brightness and saturation. Calm tones will evoke a sense of calm in the audience, and bright ones will delight the audience.

— Font style. Different categories of fonts present the brand in different ways to the audience. For example, a grotesque font on your brand's website will show its modernity, lightness, understanding of trends, and disposition to contact.

— Branded graphic elements. This is a broad category in the concept of visual identity, it can include patterns, illustrations, infographics.

An attribute of the Burberry brand is a pattern in the form of a beige large check with black and white stripes. This pattern is a variation of the English cage. It is a symbol of the whole country and shows the brand's belonging to the UK and its high status.

— Photo and video style. Different in character and mood. Expressed through plot, fashion or landscape.

Estel photo shoots always show elegant women - this attribute reveals the image of the brand and its target audience.

— Communication style. It differs in intonation. Each brand has its own Tone of Voice.

So, our ToV is about focusing on the personality of each individual and is revealed in communication in the style of guides to the depths of brand strategy.

The meaning of visual identity

Visual identity goes beyond a simple visual representation of the company, creating its image in the minds of the audience.

This helps your brand not only attract attention but also maintain long-term relationships with customers.

The visual identity of the company will help you:

— Distinguish the brand from competitors.

Thanks to the visual identity, you will be able to link the products with each other and indicate that they belong to the brand.

— Increase the value and price of the product.

The brand's visual identity gives it aesthetics in the eyes of customers, and increases its status in the thoughts of the audience. Due to this, the brand can raise the price of its product.

— Create an emotional connection with the audience.

The visual identity of the company evokes associations with it in the consumer. So, a light green palette instills a sense of calm in the client.

— Combine design elements into a single system.

The concept of visual identity in design coordinates all the attributes of the company with each other. Thanks to this, it achieves the unity of all brand communication channels.

— Reduce the cost of forming communications.

Visual identity in advertising increases its effectiveness and reduces production costs. This is due to the fact that all its components are used in almost any type of communication: advertising, on official resources of the company, in its face-to-face speeches.

— To form a unified vision in the corporate culture.

The visual identity of the enterprise is the unity of employees, a sense of belonging to a common business. It has a positive effect on its aesthetic perception: the uniform of employees allows them to feel a connection with each other.

What is included in the development of visual identity?

The development of a visual identity is a process that requires deep immersion.

The main steps in this process include the following steps:

1. Briefing with the client

1. — Goal: to determine your needs, desires and goals.
2. — How it goes: we ask a number of pre-prepared questions based on the specifics of the task.

2. Research

1. — Goal: to determine which main elements of the visual identity will be the most effective for distinguishing your brand in the market and showing identity.
2. — How it goes: we study the product, context, competitors, look for references and generate ideas.

3. Concept development

1. — Goal: to identify your brand, highlight its main features and advantages among competitors.
2. — How it goes: choose a color palette, fonts, graphic elements and communication style: they will characterize your brand.

4. Style adaptation

1. — Goal: to make the visual identity applicable in practice.
2. — How it goes: we determine the logic of transferring the design to different formats, visualize the updated media, and prepare layouts for different requests.

5. Guideline

1. — Goal: to standardize all elements of visual identity and their use.
2. — How it goes: we create standards for the use of visual identity, combine the rules into a single guide.

Summarizing, what is a visual identity?

Visual identity is the face of the brand, a complete system that reflects its values, mission, goal and advantages.

The goal of this system is to draw attention to your brand, make it stand out from the competition, and highlight the features of the product to be memorable to your target audience.

Visual identity helps to maintain the unity of the company, unite your employees.

Visual identity helps to reduce the cost of advertising, face-to-face speeches, social networks of the company, allows you to bring goods to the market at a lower cost.