visual identity it is the graphic representation of a brand, its objectives and values. This construction reflects the positioning within the market to address your target audience. Some of the elements that compose it are the name, logo and packaging.
In this article we are going to dedicate ourselves to a very important topic for every business and entrepreneurship, even for cultural and artistic projects: Visual identity and branding.
If you read or heard many times the words “brand”, “branding”, “logo”, “brand image” or “corporate image”, keep reading! You are in the right place to clarify and distinguish all these concepts that are also parameters that influence all types of companies, from independent professionals, through small and medium businesses, to the largest corporations.
What is visual identity?
Just as people have a set of characteristics that define and differentiate us, brands need a representation that distinguishes them from the rest.
Visual identity is the set of attributes that defines brands: must be clear and precise to be recognized by others. In other words, it is about having visually defining features that communicate why that brand is unique in the world.
But, why do brands need to represent themselves in such a unique way? Well, in addition to being quickly perceived and remembered by your target audience, it can help you generate more sales. A good visual identity strategy draws the attention of potential customers and paves the way for conversion.
To penetrate the niche of the ideal client or to which your business is directed, it is necessary define the qualities you want to convey and highlight them in an original way.
Speaking of communicating and transmitting and the mission of a companyyou may think that we are talking about branding but the truth is, this is not the same as visual identity and we are going to see why.
Visual identity and branding: what is the difference?
Although they are close terms within marketing, they are not exactly the same.
We already talked about visual identity referring to the perceived image for the people and emotional response that one has towards a company, its products or services.
It’s a company’s set of ideas, values, expectations, histories, and interpersonal relationships that, together, influence the decision of choice in people of one brand over the other.
The name and logo of a business, for example, should be a summary of everything that brand means. Mainly the last one, it is a graphical representation of “who is” the brand and what it does.
If we think about the products we have at home (from furniture or decoration to cleaning products or the food we buy), there are many ideas that are represented in the brands we choose.
Every company has a story to tell and visual identity makes it possible.
For its part, branding is the complete process of building a brand. It is in this task where its identity, values and purposes are defined. In addition, it includes everything related to brand management such as creating a marketing strategy to promote recognition.
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The importance of visual identity
The importance of having a strongly defined visual identity is that it helps your brand to be recognized and to differentiate itself from your competitors. Also generates expectations and associations in people and do not forget that this makes it remembered and at the same time stands out. As we already discussed, visual identity is a set of graphic elements that align with the message that a brand communicates and ensures that its image is coherent and consistent.
Today, there is no company that can position itself in the market and be recognized without having a visual identity. Information travels constantly and almost instantaneously, mainly in image format or visual elements such as videos or gifs.
An image is understood and absorbed in people’s minds faster.
For it to work properly, the design must be unique.
5 benefits of good design
- awareness
- positioning
- Reputation
- Permanence
- Saving
Awareness: The more developed your identity is, the more recognizable it will be and the more consumers will be aware of your brand presence.
Positioning: All the symbols, values, culture and projects linked to your brand will add value so that it progresses in the market.
Reputation: A strong identity will generate a feeling of belonging and reliability in people that will make your brand gain reputation and recognition.
Permanence: An effective design will allow you to respond quickly and effectively to unexpected changes to maintain the permanence of your brand.
Savings: a well-designed base identity will save you money since you will avoid reinventing the graphic pieces over and over again.
Graphic components of a visual identity
The visual identity of a company is designed based on explicit graphic components that will influence the visual style as the , typography or font types, forms and symbols among others. These will serve to represent your brand. The main components of a company’s visual identity are usually:
- Logo
- Institutional stationery
- Promotional items
- Digital graphic identity
Logo
He is a key component. of the visual identity since it is the main image that will identify your brand so that it is recognized and differentiated from your competitors.
Most of the time, the creation of the logo is the first step in the design of the visual identity, since rich information is extracted from it in relation to the design and messages to be communicated, so that they can be used in future graphic pieces.
Institutional stationery
It refers to the physical stationery materials that are used within the company and that can reach both internal and external customers.
- Business Cards
- Letterhead
- folders
- Envelopes
- notebooks
Promotional items
They are those articles that are created to give away to customers, suppliers and the general public and that have a defined graphic identity.
- brochures
- posters
- street signs
- banners
- exhibition stands
- Packaging
- Pens
- pins
- Clothing (caps, t-shirts, uniform)
Digital graphic identity
It refers to all the graphic pieces that will be used in digital media. They must be consistent with the printed visual identity as well.
- Website or online store
- Blog
- Social networks
- digital banners
- Mobile applications.
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conclusion
The visual identity of a brand reflects the values, objectives and personality that you want to create about a specific company. If you are an entrepreneur and you are starting your own brand, we recommend that you take your time to define your entire visual identity because, as you can see, it is an important element to position yourself in the market and start activating your sales.
We hope you find this visual identity guide helpful!
If you are starting to sell online, we invite you to It is very easy to use and we are attentive to all your queries to help you with whatever you need.
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