Visual identity is a crucial aspect of your brand’s overall marketing strategy. It encompasses the visual elements that represent your brand’s personality, values, and offerings to create a recognisable and memorable brand presence for your audience. Visual identity plays a significant role in shaping how your brand is perceived across various online channels.
Once the rest of your brand’s identity has been defined, the final step is to determine how this needs to be represented visually. You’ll want to consider the following when putting together your brand’s visual guidelines:
The challenge of selecting the right typeface is often hugely underestimated. Not only does it need to be highly legible across all devices and offline collateral, but also needs to communicate the brand’s values and personality.
Your choice of colours speak profoundly different things about your brand. It’s essential that your colour palette not only distinguishes you visually, but also reinforces your strategic positioning. These colours then need to be used consistently across all content and channels.
The choice of imagery used to illustrate your users is one of your biggest decisions. Do you want it to reflect your audience accurately or should it be a more aspirational version? We also need to decide on your usage imagery; the imagery that shows your product or service being consumed.
Once all the components above are in place we can then look at the logo, which must achieve the remarkably taxing job of being both simple and striking, whilst communicating all the key messages of the brand.
Frequently Asked Questions about Visual Identity
Yes, you can update your visual identity to stay relevant and fresh, but it’s essential to do so strategically and ensure a smooth transition to avoid confusing your audience.
A strong visual identity reinforces your marketing messages, increases brand recall, and makes your campaigns more effective in connecting with your target audience.
Yes, a well-crafted visual identity can make your brand more appealing, leading to increased customer interest, engagement, and potential customer acquisition.
Yes, maintaining consistency across all platforms, including websites, social media, and physical materials, ensures a unified and recognisable brand presence.
Yes, aligning your visual identity with your brand’s values creates authenticity, reinforcing your brand’s message and making it more relatable to your target audience.
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