A visual identity is the combination of all the visual elements that represent a brand.
Visual Identity and Brand Identity
Visual Identity and Brand Identity are not the same thing. A visual identity is part of a brand identity.
A Brand Identity covers all aspects of a brand including the non visual elements like brand voice, brand promise, copy guidelines etc.
So what are the elements of a visual identity?
Typography
Typography is the way the text and fonts look for the brand. Typography covers the fonts that will be used for elements like headings and body copy.
Colour Palette
A colour palette is is a selection of colours that cover the brand traits and attributes while playing a big role on the look and feel. The colours will be used for every visual element of the brand and are usually divided A colour palette is generated with colour theory in mind so that the colours have the desired impact on the target audience.
Imagery
Imagery offers guidance on the types of images used in a visual identity in alignment with the brand. Imagery also offers guidance on videos as well as any mascots or spokespeople used that represent the brand.
Logo and Brand Assets
The Logo and brand assets are at the heart of a visual identity. The logo is the symbol of the brand that distinguishes it from others. It is often the part of the visual identity that represents the brand the best.
The brand assets are physical objects that contribute to a brand’s visual identity. They include elements like business cards, letterheads etc.
Advertising and Marketing
Advertising is where businesses reach out to customers using their visuals, often in the form of flyers, brochures, tv advertising and more. The visual elements of advertising have to clearly identify the brand as well as attempting to persuade and entertain viewers.
Digital Design
Digital Design is the point where customers get to interact with a visual identity. Digital Design covers apps and websites and must be designed to keep aligned with a visual identity as well as making the platform easy to navigate for the user.
If you’re looking for a new brand identity or would like to know more about brand identity, feel free to get in touch.
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