What is Brand Identity and Visual Identity?
A brand comes down to what people think of your company through their own eyes. Branding is marketing a company to shape an idea you want people to see you as in the corporate world. Brand Identity is the organization of all your brand elements to portray to the global world. Visual Identity is basically the same idea, but solely the visual aspects of the brand identity.
Visual Identity is a viewport into the brand identity. It gives your customer a clue into how they can expect the brand to relate to them. Will your identity be classic with great serif fonts and simplified graphic elements? Or will you add layers of color and wild typography to convey a bit more youthful organization? The way you are perceived will go a long way into understanding your target market.
A great way to start to keep your brand identity consistent and visually appealing is with a style guideline. A style guide keeps all your typography, color schemes, images, and logo in a central location. When you are able to keep all your visual elements in one place your team has a reference point. In the same vein if you have to send out to third party vendors you can include your style guideline to keep consistent no matter where you design.
A visual identity keys are logo, typography, color palette, and images.
Logos: A logo is a main component of your visual identity and should be created with time and a lot of conversation. A logo should be created to be simple, quickly understood and applicable to various elements. Logos are placed everywhere to keep your clients to remember you throughout their daily business. Make sure your logo is created as a vector element (.eps). Most designers should know this, but make sure you discuss this before starting a logo design.
Colors: Color palette is essential in getting the tone of your brand received correctly. Darker colors are perceived as timeless and regal whereas lighter colors give off a more relaxed modern appeal. When creating a color palette refer to color websites to help (Colour Lovers | Paletton | Adobe Color CC). Using these websites can help you avoid color design pitfalls.
Type: Typography can take a long time to get right, but doing a few simple things can take you a long way in creating a good brand. Mix serif and sans-serif fonts that have similar attributes such as height and width. When choosing fonts for a brand make sure to only use a max of three fonts. Have a main paragraph font, a headers font and a special use font for major headlines. I usually try to stay to two fonts which keeps the brand simple and professional without a lot of extra clutter. I will write about typography in a different post all together to go into more depth about typography.
Images: Imagery needs to similar in style throughout the entire brand. If you start by using photography don’t try to combined it with graphical representations of people. Try and be consistent by creating the same colors, mood and subject matter throughout the marketing of your brand. If you are able bring in an illustrator or photographer early into the creating of a brand identity to have a good base from the beginning.
The main thing to take away from this post is that brand identity is all about being consistent in your visual appearance. Once consumers can see your style consistently everyday they can begin to create a remembrance for the brand and product. If all these goes over your head and you need help you can always contact me for more help. Remember be consistent and keep it simple. The biggest brands have the same style all the time in everything you do, so try to be different every time you produce a new marketing idea. Be consistent and stick your fundamentals and consumers will start to recognize your brand and be more willing to do business with you and your team.