Define the visual identity of your brand like an expert

Branding Articulo 2

The visual identity of a brand is one of the global concepts that is closely related to the communication strategies of a company. It's about a wide spectrum that contemplates various aspects of the company and its way of presenting them to the outside. The visual identity of a brand, brand image or corporate identity are not the same thing, but they make up the branding of a company in an integral way. To create a successful projectIt is necessary to consider all these aspects.

Let's learn a little more about them

First of all, the image or visual identity of a brand It is the feeling that your customers arouse and has to do with the perception that the public has of a company. This impression is obtained from the sum of the visual aspects and the corporate identity, which make up in turn brand identity. 

Corporate identity is the physical manifestation of a brand, and contemplates the set of graphic elements that help differentiation. It is composed by the logo, typography, the chosen color palette and other visual aspects or those related to the graphic expression of the project. In parallel, the visual identity of a brand is the set of elements that give strength to the value proposition and build the personality of the company. Here we work on aspects such as the photographic style, packaging, actions and signature system.

Taken together, these aspects represent everything that makes a brand stand out from others. With all these well-developed elements, the visual identity of a brand is formed, which, in turn, must perfectly reflect the mission and values of a company. With these definitions, what is intended to clarify is that the visual identity of a brand is much more than graphic design and colors. It also contemplates the voice, the values and the world of ideas that surround the company.

Thus defined, building a brand's visual identity can be a revealing mission. And it is always a task that takes work, research, which is better when carried out by an interdisciplinary and expert team. In fact, it is an almost invisible, but integral job that is later applied to all the graphic elements of the company.

4 strategies to achieve a good visual identity of a brand 

There are some keys to start working on a good visual identity of a brand, without being a professional in the area. It is that, the construction of a brand also has to do with the projections and objectives that the company has. And, above all, it is a path of self-knowledge to be able to strategically define what you want to convey for boost sales and position the company in the market. 

1. Define brand personality

To communicate something you have to know what you want to transmit. At this point it is necessary to write the history of the company, how it was born, where it wants to go, who it wants to speak to and from what place. The story of the brand is the origin of everything to be able to create an authentic voice that directly addresses the audience.

It is always good to think of the brand as a person and Build your personality around values, ideas, emotions and ways of acting. At this point, attributes should be added to your products and services, with elements that convey this "way of being". Here it is ideal to know the strengths and weaknesses of the company, and above all, to know the audience to which the project is going to be presented.

To create the visual identity of a brand, it is necessary that all the aspects that encompass the company are in tune and coherent. 

2. Design the different attributes of the brand

At this point it is necessary to exploit creativity and think about visual issues, but in a more abstract way. Once the personality is defined, it will be easier associate it with colors, flavors and sensations that identify it. At this point, defining the tone of voice and the visual aspect are the most important aspects. Each of these attributes that you choose for the brand will help the audience to recognize and distinguish it in the market. 

A brand's color palette makes a lasting impression on consumers and, in fact, each color can trigger different emotions. For this type of work, it is ideal to choose a studied palette that is psychologically related to the business to which the company belongs and that takes into account the subliminal perception of shades. 

Choosing an authentic font is critical in designing a brand's visual identity. Like the colors, the typography too awaken sensations. All these decisions will also influence the design of the logo. 

3. Create a style guide for the brand

After designing and defining the values of the brand, it is necessary settle these decisions and their foundations in a small manual of style that defines the general guidelines of the communication strategies that your company will use.

A style guide seeks to establish the different elements of a brand and describe how to use each of them. This tool is used to standardize the content and maintain solid and coherent messages. In addition, it can be very useful in the case of wanting to make adjustments in communication, renew the visual identity of a brand or simply start managing the company's image in another way. 

Style manuals are the best friends of adaptability, freshness and updating., since they help to make adjustments when the market changes the rules of the game. Or just when an update is needed. A style guide ensures that the essence of a brand remains intact.

4. Build brand presence

At this point, different digital marketing tools are taken into account that will give visibility to all the previous work. For this it is necessary to use resources that are essential for spread the visual identity of your brand and build the audience. The presence can be achieved through a website, social networks, packaging or packaging and more elements. Each of these decisions and actions must be carried out in a integral way, obeying the general guidelines defined in the style manual. And, above all, communication strategies must be designed that take into account the audience and the personality of the brand. 

The 5 elements of a brand's visual identity

Following the above strategies, it is possible to have a planning scheme that allows building the 5 basic elements of a brand's visual identity successfully:

1. Authentic logo 

It is always recommended go for simplicity, taking into account the versatility of channels in which the logo can be used. In addition, it is key to take care of the proportion and symmetry, to create a harmonic image. You also need to choose timeless designs that do not respond to an ephemeral fashion. The visual identity of a brand must be versatile and fresh. Therefore, the ideal is to create a unique and easy to identify logo. 

2. Clear but distinctive typography

Choose authentic fonts, but at this point it is necessary to put as priority good understanding more than the design style. At this point, it's best to avoid 'handmade' or 'cursive' fonts, unless they are transparent and easy to read.

3. Color palette that fully identifies the brand

Color psychology is one of the key factors in logo design and in the entire visual identity of a brand. For this reason, it is necessary to know what the company wants to convey and what are the shades that evoke these sensations or values. It is always better ask for the opinion of design experts and carry out research on the colors most (and least) used in the segment to which the company belongs.

4. Visual extensions that serve as support for different actions

To achieve a good visual identity of a brand it is necessary contemplate complementary graphic elements. At this point it is ideal to define backgrounds, patterns, textures, illustrations, that accompany the graphics of the logo. This can be very helpful for adapt messages to different channels or situations while remaining consistent.

5. Style of photographic treatment and/or illustration

The style of the image bank used must be consistent with the rest of the brand style. It is not convenient for a company to use images with negative connotations. In addition, it must hold a defined photography style to build a strong and consistent visual identity of a brand. At this point it is key to decide what type of photographs or illustrations will be used: more formal or informal? Positive and emotional? With young people, families or adults?, etc. With these elements developed, it is possible to obtain a good visual identity of a brand to make the company raise its voice and be heard in the market. Succeed!

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