What is visual identity?!
Visual identity is a comprehensive term that includes every visual element of the brand, from logo design, color palette, prints, fonts, social media platform designs, your website, uniforms for your company’s employees, cards, brochures, and product packaging design.
Visual identity refers to all the images, graphics, and visual components of your brand image, and is therefore anything your customers can see and associate with your business as part of your visual identity.
Visual identity is a combination of graphic and visual elements that, when put together, create a cohesive, distinctive brand story that is memorable to your current and potential customers.
What is the importance of visual identity?!
A brand with a advanced and distinctive visual identity, makes it easier for you to create a strong relationship with your customers. It tells the history of the company’s presence in the market after years of its exisence in the labor market.
1- Makes the brand easier to recognize: When you think of your favorite brand what is the first thing that comes to mind? It will likely be their logo or the distinctive design of their products.
Successful brands owe their success to the strength of visual identity, which allows users to recognize their brand logo, name, and other visual elements.
2- It indicates how distinguished your company is in its work: Visual identity speaks on behalf of your business and the extent of your excellence in the products or services you provide. It conveys to customers the goals of your business, its value, and its future vision. It also tells people that you take your business seriously because it adds a professional character to the company, and thus enhances their loyalty and trust in your company.
3- The visual identity protects you legally: It protects you from the risk of imitation, and you can sue anyone who steals your business design and harms your reputation. There are many companies that imitate the identities of other companies to achieve more sales, which may harm their reputation, and here comes the role of a strong visual identity because it protects the rights of your products and your company.
4- Visual identity speaks on your behalf: It is a powerful marketing factor as it helps you communicate with your audience and also attract the attention of new customers. It works to leave an influential impression by leaving an unforgettable first impression even during your absence and helps you establish an emotional relationship with them. Your customers can remember you in your absence.
5- It helps you increase your profits: Studies and statistics have proven that a unified, cohesive and attractive visual identity increases brand clarity by 3.5 times, and thus leads to increased revenues by up to 23% because it arouses the curiosity of existing and new customers in an attractive way and works to significantly increase your profits.
6- Distinguish you from your competitors: A distinctive visual identity creates an eye-catching impact and makes you create a memorable brand that helps you stand out among your competitors.
What are the components of visual identity?
The visual identity consists of 5 basic components that are indispensable for creating a consistent and distinctive visual identity:
1- Color Palette: Color is the basic element of visual identity. It is the thing that the public tends to remember most about a brand , and when used effectively it can become a symbol of the brand. Example: When you think of “Coca Cola”, the bright, saturated red color comes to mind, while when you think of Its competitor “Pepsi” is sure to have its dark blue color pop into your head.
2- Fonts – Typography: Fonts have distinct personalities that can be fun, serious, or even eccentric, and their personalities can change over time. The shape, style, glow, formatting, and every detail of the font must be carefully taken into account to suit the desires of the target audience.
3- Logo: A logo is what identifies your brand using a particular mark, design, or both. The most effective logos tend to be fairly simple, and should be attractive, so that your customers can easily remember them.
4- Images: When you start creating your visual identity, you must use only those images that efficiently represent your brand’s personality to your customers. Although the visual identity consists of many elements, images and icons are among the most important elements that may influence visitors to your page more than others. Pictures can tell stories, and pictures should be carefully chosen to suit your audience and be consistent with the rest of your messages.
5- Graphics: They are pictures and graphics designed by specialized designers using modern programs and tools, especially in graphic design. The graphics must be very simple and consistent with your identity, colors, logo, and message
How to design a visual identity?
Visual identity is the silent ambassador.
The most successful brands have thought and invested great resources and formulated it in the form of a visual identity that serves the company as a whole.
- Know your audience
- Set clear goals
- Make the identity consistent and compatible with each other
- Focus on the feelings or story you want to highlight
- Design your creative logo
