Nowadays, the brand's graphic system is one of the channels of communication. The logo, color, font, photo style work for identification and make the brand recognizable.
Visual identity is a part of brand identity where only the visual components are developed to identify your company.
A thoughtful creation of a visual identity increases consumer loyalty, the value of the product in the eyes of buyers, and increases the reputation and effectiveness of advertising campaigns.
Visual identity helps to:
enhance the brand image
ncrease the value and price of the product
combine design elements into a single system
speak the same language with the audience
strengthen corporate culture
create added value for your product
Work stages
Step 1. Design research
Context and trends
Researching the product.
Studying the visuals of competitors.
Finding best practices.
Preparation of data visualization: assessing competitors by color schemes and nature of communication.
Style development
Determination of company values and stylistic restrictions.
Creating a color scheme.
Description of the role model: how the chosen model reflects the company’s vision.
Offering font direction: options for typography development.
Step 2. Visual identity
Design concepts
Metaphor: setting the starting point for a new style.
Color graphics: setting the mood and one of the main sources of emotions.
Photo style: showing how the brand sees the world around it.
Visual: creating a visual code — logo, corporate elements, grids and iconography.
Typography: creating a handwriting that reflects the character.
Style adaptation
Style exploration: determining the logic of transferring design to different formats.
Layout design: making visuals with up-to-date information.
Scaling: creating layouts for different sizes, taking into account technical features.
Guidelines
Systematization: setting standards for logo usage and creating templates.
Consolidation: compiling style usage rules into a unified guide.
Development of layouts: preparing layouts in accordance with technical requirements.
Project team
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
project manager
Maria Surgutskova
Looking not for reasons, but for possibilities for solving each task.
brand designer
Julia Sukhareva
Thinks in terms of structures and questions, which creates a special order in the projects.
graphic designer
Ilya Obukhov
Creates a mood in projects, and is most immersed in SMM design.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
Work result
based on emotion
Your visual identity will convey benefits that are more memorable and attract attention. By evoking emotions, you can establish a strong connection with your target audience.
modern image
Research helps you understand what's currently relevant for visual identity in your industry, so during the concept development phase you get solutions that work for your field.
design guideline
With well-prepared and structured layouts, you can quickly integrate a design system into your business and transfer the design to production and achieve the expected outcome.
Why should you order a visual identity?
We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.
Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.
Project examples
When creating the identity for the IT company Milestone, we found a connection between two seemingly unrelated fields: tourism and IT. The concept was based on the idea of a "transit chocolate bar", which a group shares as a symbol of a completed stage. Similarly, an IT developer uses "milestones", progressing through each phase with the client, from idea to implementation.
For the real estate agency EVO, we preserved the brand’s logo and developed an identity that opened a new chapter in the company’s history. We used a metaphor reflecting the importance of synergy between the client and the realtor for a successful deal.
While developing the identity for the logistics company Redek, we made the value of the cargo itself the basis of the concept, endowing it with emotional properties. The main element is not graphics, but phrases that tell about Redek's attitude to the cargo of its customers.
The cost is determined individually based on a preliminary online/offline briefing with you.
The final cost is defined by the timing, scope, and complexity.
FAQ
How many concepts does the agency team present?
We typically present two concepts. Based on the brief, they may differ significantly in idea and execution, or be similar in structure and direction.
What does the development of a visual identity include?
We begin with design research, followed by concept development, style adaptation, and then compile all identity elements into a brand guideline.
What types of companies do you create visual identity systems for?
The ICU branding team has worked with a wide range of businesses — from B2C to B2B, both in Russia and internationally, with large corporations and startups alike. Our cross-industry experience allows us to develop an identity system tailored to any business.
Can a startup develop a visual identity from scratch?
Yes, but we recommend going for full-scale brand development, which includes a brand platform as well as verbal and visual identity systems. This ensures a cohesive image: verbal identity (name, tone of voice, unique character) and visual identity (logo, color palette, typography, photography style, and graphic elements).
In what format do you deliver project materials to the client?
We provide final files in editable digital formats (EPS, AI, PSD, IDML, INDD) so they can be adapted to any task. We also supply print-ready layouts.
Customer reviews
AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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