What are you thinking about when I say “Apple”? Mac? Iphone? Ipad? Iphone? Black apple logo? White, elegant store? All of this are elements of whole visual brand identity. Most companies have their own visual identity and when you think on one company you probably have many association.
What visual identity is and why it is important?
There are many different terms for it: visual identity, brand identity, corporative visual identity, etc. It is whole visual identity or overall image of brand/company and consists of different elements that give the company greater visibility and their own identity.
Company look more professional and customers usually trust them more.
Well prepared visual identity can also mean huge savings of time and money. With well-prepared visual identity basic graphical elements are already done, what can simplify the process and speeds up designing process of new promotional materials (e.g. brochures, flyers …).
What are the elements of the visual identity?
Visual identity is composed of many elements such as:
- logo (in various sizes, shapes, colors)
- color scheme
- web page
- business card
- documents (invoices, letters, instructions, envelopes…)
- graphic elements (e.g. recognizable characters)
- marketing posters, flyers, brochures
- e-mail signature
- promotional materials (T-shirts, caps, mugs, pencils, calendars…)
Each company has its own needs, so the elements should be adjusted to their needs.
Who needs visual identity?
Visual identity is recommended for all businesses (large and small) who want to present itself as a whole and be recognizable. Although I have so far mentioned only the company, this doesn’t mean that the visual identity only suitable for them. Visual identity is recommended also for: entrepreneurs, bloggers, organisations, associations…
How to develop a strong visual identity?
It is not important if you develop your own visual identity or someone else does it for you. But it is very important to have good vision and strategy for your business. I hope question below will help you create your own strategy or the answers will be helpful for your designer:
- What do you want to tell your customers?
- What is the strategy of your business?
- What do you want to be known for?
- What do you want people to think when they hear your company name?
- Who is your main competition and why you’re better than them?