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  • Kyle Battick

Building a Visual Identity.


A graphic designer designing a logo at a desk using a computer and sketch pad


 


What is a Brand Identity?

Introduction: : How to create a visual identity that aligns with your brand.

Key Points:

  • What is a brand identity

  • Choosing the right colours

  • Picking the perfect fonts

  • Choosing your graphics


 


Welcome back to our series on business branding! Today, we're going to delve into Brand Identity. What it is, how to develop one and everything in between. Let’s go!


You can think about your brands visual identity in a similar way you would for a persons identity. How it dresses and appears in public has a huge effect on how it is perceived.

A visual identity is the representation of your brand's personality and values through design. It includes elements such as your logo, colour palette, fonts, graphics, and other visual elements. Creating a visual identity that accurately represents your brand can be challenging, but with the right guidance, you can build a visually stunning brand that aligns with your values.



A branded white box for a day cream product and a flyer minimalistic


With that said. Let’s take a look at, Choosing the right colours.


One of the most critical aspects of your brand's visual identity is your colour palette. Colours have a profound effect on how people perceive your brand and the emotions they associate with it. Therefore, choosing the right colours for your brand is crucial. A study by the University of Loyola found that colour increases brand recognition by up to 80%. That's a lot of recognition!

When choosing your brand's colour palette, you should consider the emotions you want to evoke in your audience. For example, if you want to create a sense of calm and tranquility, you might consider using blues and greens. If you want to create a sense of excitement and energy, you might consider using yellows and oranges. Here are a few examples of brands that have successfully used colour to represent their brand values:

  • Coca-Cola: Red represents excitement, passion, and energy, which perfectly aligns with Coca-Cola's brand values.

  • Starbucks: Green represents growth, renewal, and a connection with nature, which aligns with Starbucks' commitment to sustainability and ethical sourcing.

  • Apple: White represents simplicity, purity, and innovation, which aligns with Apple's minimalist design aesthetic.

While choosing your brand colours is very important. They key in their success is in how you use them. Once you have selected your brand's colours, it's essential to use them consistently across all your branding materials.



Picking the perfect fonts.

Fonts are another essential element of your brand's visual identity. Like colours, fonts can communicate specific emotions and personality traits. For example, serif fonts can convey a sense of tradition and elegance, while sans-serif fonts can communicate modernity and simplicity.

When selecting fonts for your brand, you should consider your brand's personality and values. If your brand is playful and whimsical, you might consider using a script font. If your brand is more serious and professional, you might consider using a serif font. Here are a few examples of brands that have successfully used fonts to represent their brand values:

  • Vogue: Vogue's use of a custom serif font communicates elegance, sophistication, and luxury.

  • Airbnb: Airbnb's use of the sans-serif font "Circular" communicates modernity, simplicity, and friendliness.

  • Coca-Cola: Coca-Cola's use of a custom script font communicates the brand's playful and fun personality.

Like your brand colours, it's essential to use your chosen fonts consistently across all your branding materials.



Abstract 3d graphic on black background, brand asset


Choose Your Graphics Wisely.

The final element of your brand's visual identity is graphics. Graphics can include everything from your logo Icon to illustrations to photographs. Like colours and fonts, your brand's graphics should align with your brand's personality and values.

When selecting graphics for your brand, you should consider your brand's personality and values. For example, if your brand is focused on sustainability, you might consider using images of nature or environmentally friendly products. If your brand is focused on technology, you might consider using images of futuristic technology. The idea is to use graphics that best convey your message and values to your target audience.

Here are a few examples of brands that have successfully used graphics to represent their brand values:

  • Nike: Nike's use of the "swoosh" logo communicates speed, motion, and energy, which aligns with the brand's commitment to athletic performance.

  • Patagonia: Patagonia's use of nature photography and environmentally focused graphics communicate the brand's commitment to sustainability and ethical practices.

  • Lego: Lego's use of bright and colourful graphics and playful typography communicate the brand's focus on creativity and imagination.

When it comes to creating your brand's graphics, it's essential to choose images and illustrations that align with your brand's personality and values. You should also consider the context in which your graphics will be used. For example, if you plan on using your graphics on social media, you might consider using images that are optimised for social media platforms and that resonate with your target audience.



Consistency is Key

Once you have chosen your brand's colours, fonts, and graphics, it's essential to use them consistently across all your branding materials. Consistency is key when it comes to building a strong visual identity. Your brand's visual identity should be recognisable across all your branding materials, from your website to your business cards.

Consistency also applies to how you use your brand's colours, fonts, and graphics. For example, you should use your brand's colours consistently in your logo, website, marketing materials, and social media graphics. Similarly, you should use your brand's fonts consistently in all your written materials, from your website copy to your marketing materials.

To help you do this you can develop a Brand Guide, which will outlay how and when to use all of your brand identity assets.


Final Thoughts

Building a strong visual identity is essential for any brand. Your visual identity represents your brand's personality and values through design. By choosing the right colours, fonts, and graphics, you can create a visually stunning brand that aligns with your values and resonates with your target audience.

Remember, building a visual identity is a process that takes time and effort. Don't be afraid to experiment with different colours, fonts, and graphics until you find the perfect combination that represents your brand. And most importantly, have fun with it! Building a strong visual identity is an opportunity to express your creativity and showcase what makes your brand unique.


So, what are you waiting for? Start building your brand today!


 

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