what is the definition of visual identity? Visual identity is the set of aesthetic guidelines that help you communicate your brand consistently. It is a part of the brand identity that deals with the aesthetic part and contains everything that is the brand image.
It’s not just about the logo. such as the color palette, the fonts chosen, the graphic layouts used. Each piece creates the visual identity.
Every time you communicate with an audience, you expose yourself with a visual identity, even if you haven't created one specifically.
Your graphics, business cards, social media , website and any communication channel you use have a visual identity, which, even unintentionally, represents you, even if there was no well-structured work from the beginning.
Visual identity helps to represent your brand and convey exactly what you want it to convey: the values, the type of positioning, the target audience you are targeting, etc.
When there is coherence, it is easier to be recognized and this is one of the fundamental reasons behind visual identity. What mainly brings consistency is the chosen style. Each identity has its own style.
How does building a visual identity work?
How does building a visual identity work?
The work is done between the designer and the business owner, and you, the manager, need to be involved in all phases of creating your brand's visual identity.
You need to already have in mind where you want to go and the main characteristics of your brand. If you don't know who your target audience is and what values drive you, you won't be able to create a coherent visual identity that is functional to your brand's story.
Engagement with the designer ends up being ongoing. If it isn’t, you won’t be able to make the small adjustments that make the visual identity perfect for your business. Your company’s initial feedback and story may seem like a small part, but it’s actually crucial.
It often happens that ideas also emerge during fax lists brainstorming. This work really goes very deep and touches on important aspects: during the process, many things emerge.
Graphics that represent a personal brand should also speak of the person behind it, the values they place on their work, and their why. That's why the emotional aspect is essential. Without it, the visual identity would not be able to fully reflect the brand and communicate in the right direction.
Choosing colors, fonts and other elements
Some things may vary, but there are fundamental points. The starting point is the analysis of the brand, target and competitor. The entrepreneur needs to express what he wants in his identity.
Colors, fonts, styles and images come from all of this. They are the synthesis of what the brand wants to convey, the sensations, the emotions and how the brand wants to be perceived by its target audience. Bring to your visual identity some of the inspirations from your internal experience as a professional in the area in which you work, from your passions and the love you have for what you do.
To create a logo, you need to do a lot of testing with the designer, aiming for a result after millions of attempts. In this sense, paper is essential before software, as scribbles are necessary.
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