What is Visual Identity – What it Is and Why It’s Needed ?
Visual identity (English: visual identity) is a set of visual elements that serve to identify a brand or organization, such as a logo, color scheme, typography, graphics, or other graphic elements. Visual identity is very important for every brand because it helps to differentiate itself from the competition, build recognition and build the image of the company.
It is essential that the visual identity is consistent and consistent in all elements related to the brand, such as the website, marketing materials, packaging, billboards, and other graphic elements. This way, customers can easily associate the brand and distinguish it from others.
Visual identity is needed primarily because it helps build a brand image, increase its recognizability, and build trust with customers. Thanks to consistent visual identity, customers feel that the brand is professional and organized. Moreover, well-designed visual identity can attract customer attention and encourage them to buy products or use services.
Visual identity can also be an important communication tool. Well-designed logos and other graphic elements can quickly convey important information about a brand, such as its values, style, or goal. This way, customers can better understand what the brand represents and what it aims for.
In summary, visual identity is a very important element of building a brand. Thanks to consistent and consistent visual identity, a brand can stand out on the market, build recognizability, and build trust with customers. That’s why it’s worth taking care of a well-designed and consistent visual identity right from the beginning of the company’s activity.
What Should Visual Identity Contain ?
Visual identity consists of many elements that should be consistent and consistent with each other to build a strong and recognizable brand image. Here are some elements that should be included in every well-designed visual identity:
1. Logo – This is the basic element of visual identity. It should be simple, easy to remember, and unique so that it can easily be associated with the brand. The logo should be available in various formats and sizes so that it can be used in different marketing materials and media.
2. Color scheme – Choosing colors is very important because colors can influence emotions and associations related to a brand. They should be consistent with the values and character of the brand and tailored to its target group. Well-designed visual identities usually use 2-4 main colors that can be used in various graphic elements.
3. Typography – Choosing the right font can have a significant impact on visual identity. It should be easy to read, consistent with the character of the brand, and tailored to the target group. Well-designed visual identities usually use 1-2 fonts that can be used in different marketing materials.
4. Graphics and photos – Good graphics and photos can be a good complement to visual identity by being consistent with the character and values of the brand. They can be illustrations, product photos, or graphics related to services offered by the brand.
5. Styles and patterns – In some cases, brands use specific styles and patterns that are characteristic of their visual identity. These can be geometric patterns, abstract shapes, or comics. If a brand uses specific styles or patterns, they should be consistent with other elements of visual identity.
6. Usage rules – It’s essential to provide usage rules along with the visual identity. They should define how certain elements should be used in different situations, which colors are allowed, what sizes the logo should be, and what are the guidelines for using materials in marketing.
Who Needs Visual Identity ?
Visual identity is needed by every company, organization, or institution that wants to build a recognizable image and stand out on the market. In today’s competitive world, it’s essential to distinguish oneself from others and remember customers.
Visual identity helps in this way because it allows easy recognition of a brand by customers and builds a positive image of a company. Thanks to consistent visual identity, a company can present itself professionally and credibly, which affects how its products or services are perceived.
Visual identity is especially important for companies operating in industries where the image has a significant impact, such as cosmetics, fashion, or food industry. However, any company, regardless of the industry, can benefit from well-designed visual identity.
It’s also worth noting that visual identity is not only needed by companies operating on the market. Non-profit organizations, public institutions, schools, and universities also use visual identity to stand out from others, build recognizability, and increase their credibility.
Stages of Creating Visual Identity
The process of creating a visual identity consists of several stages:
1. Concept and concept – Based on the information obtained, the designer creates a concept for the visual identity that takes into account the brand’s goals, values, and mission. This concept may include ideas about logos, colors, fonts, and overall graphic style.
2. Design – After accepting the concept, the designer proceeds to design a specific visual identity. In this stage, the designer creates a logo, selects colors, fonts, graphics, and other elements that will make up the entire visual identity.
3. Presentation and correction – After completing the design of the visual identity, the designer presents it to the client for feedback and suggestions. At this stage, corrections are made and details are refined.
4. Implementation – After accepting the project, the designer proceeds with its implementation, which means using the visual identity in all elements related to the company. These can be website, leaflets, business cards, packaging, marketing materials, and advertising, as well as any other elements related to the brand’s image.
5. Monitoring and development – The final stage is continuous monitoring and development of visual identity. The company should regularly check if the visual identity still meets their needs and expectations of customers, and adjust it accordingly to changing trends and market needs.
Is a Company Website an Important Element of Visual Identity ?
Yes, a company website is a very important element of visual identity because it serves as a business card and basic communication tool with clients in the network. The website should reflect the brand’s visual identity and be consistent with its values, mission, and business goals.
The website should be clear, intuitive, and easy to use, and also responsive, i.e., adapted to different mobile devices. It’s essential that content on the website is tailored to the target group of customers and written in a clear and understandable way.
The website should contain information about the company, its history, product or service, as well as contact data and purchase or cooperation options. That’s why it’s worth taking care that the website is well-organized and contains clear menu and easy navigation interface user.
In today’s world where most business activities take place online, a company website is one of the most important elements of visual identity and communication tools to build a positive image in the network.
