Visual identity :: Definition, elements and tips

They say clothes don't make the man. That is true, but clothes do help a man get noticed and remembered. Visual identity is the “clothing” of every company, product or service, and its importance in promoting a brand is hard to overstate. Although it has several functions, its main goal is to build brand awareness among customers, clients and society as a whole. In this article we look at what visual identity means, the elements that make it up and tips for creating a strong one.

What is visual identity?

Visual identity is a system of symbols, icons, images and colours used to define how a company and its products look. It is a design solution that combines graphic symbols and words to represent a company, product or service visually. In other words, it is the way a person, place or thing is presented to the public: the outward appearance of your business. That appearance is made up of many different elements. A logo or website may be the first things that come to mind, but visual identity covers much more. It is the overall look of your company, from promotional materials, business premises, packaging and labels to better-known elements such as logos, mobile apps and catalogues. Together, the elements of a visual identity form a coherent, marketing-driven whole that allows you to communicate effectively with your target audience.

What elements make up a visual identity?

Visual identity is a company's personality, culture and values expressed in visual language, including the logo, colour, typography, photography, illustration and so on. These elements help a particular product or service stand out from growing competition. They are used in strict accordance with the corporate style and brand concept, as well as with applicable laws and regulations. Visual identity also includes guidelines explaining how the elements are used so that they always appear correctly (a book of graphic standards).

Here we cover the basic elements of a visual identity, but bear in mind that they can vary depending on the business the identity is created for.

Logo design

Every visual identity starts with a logo. A logo is a graphic representation of a company, organisation, service or product. There are several types of logos: a logo can be a symbol, a word, an emblem or a mascot. Logos are used to identify and promote companies, organisations, services and products.

The goal of a logo is to represent a company visually in a way that is easy to recognise and remember. A logo is part of a wider corporate identity or brand-building strategy. Although logos are an important part of branding, they are only one part of the whole process. Many companies think a logo is enough for their entire visual and brand identity, but that is not the case. Many other elements and processes are needed for a company, product or service to become a brand and for its visual identity to become a strong, recognisable part of who it is.

Some companies have several logos designed for different audiences. For example, a logo can be tailored to a target market or audience to convey a sense of history or local heritage, to associate the company with positive values such as fun, playfulness and innovation, or to project an image of luxury or prestige.

Choosing a colour palette

Colour is one of the most important elements in graphic design. The choice of colour, and of colour combinations, can make a design stand out – or sink it.

The psychological effects of colour are evident in every area of human experience. Colours can have a profound effect on our emotions and mood, which is why so much thought and planning goes into their use in branding and design.

In a visual identity, colour plays a key role in helping companies convey their brand's personality and values. The colours you choose for your logo, website, packaging and marketing materials will shape how consumers perceive your brand.

Because certain colours are strongly associated with certain emotions or ideas, it is important to choose them carefully, based on the message you want your brand to convey. Red, for example, is often used to convey energy, passion and excitement, while blue is associated with reliability and stability.

Then think about the message you want your colours to send. Do you want to stand out or fit in? What is your style: modern and professional, or classic and elegant? Make sure your choices reflect that intent. If you want your brand to come across as strong and modern, primary colours and bright shades can be a good idea; if you prefer a more classic look, muted earthy tones may suit you better.

Finally, consider your audience when choosing colours. Different audiences react differently to different shades, so choose ones that will appeal to the people you want to reach.

Choosing typography

In design, typography is often the first thing we notice. Good typography can make a big difference to how we perceive a design. How many times have you seen a design where the typography really stands out, making it either very good or very bad? That is because fonts are crucial to the overall success of a design.

So why do some fonts look great in a design while others don't? It all comes down to how well they fit your visual identity and whether they suit your brand, products or services. By taking the time to choose fonts that fit the overall aesthetic of a project, designers can create visuals that are both striking and legible. And by considering how different letterforms are perceived, they can use typography to control how viewers see and interpret their work.

Photography

Photographs play an important role in visual identity. They let us capture and share memories, express ourselves and our ideas, and communicate who we are and what we stand for.
There is a reason people say a picture is worth a thousand words. If you want to leave a lasting impression and build strong relationships with your customers, photography should be an integral part of your marketing strategy, and therefore of your visual identity.

Who should you turn to for a visual identity?

Creating and designing a visual identity is the domain of graphic design. Brand identity and visual identity are often thought to be the same thing, but they are not, and one of the biggest differences is who is responsible for which job. For branding you would turn to a marketing expert, while visual identity is the work of graphic designers.
There are many graphic design studios in Croatia and around the world that can help you create a distinctive visual identity.

What does a visual identity package include?

Once you have chosen a design studio or a freelance graphic designer, the next step is to agree which items the designer will work on. Companies have different needs: large corporations will want a complete visual identity with every item they need, while smaller companies may only need a few elements.

The standard items in a starter visual identity package are:

• logo design
• design of business cards, letterheads, business folders, envelopes and stamps
• email signature
• design of promotional items (T-shirts, pens, etc.)
• vehicle wrap design

Other items a visual identity package can include:

• packaging design
• label design
• motion graphics animation design
• mobile app design
• website design
• design of printed materials (catalogues, brochures, leaflets, ads, billboards, books, etc.)
• design of digital materials (ads, banners, social media posts, online versions of catalogues, brochures, etc.)
• shop window graphics
• interior design elements
• design of all promotional materials
• video design

After creating a visual identity, it is also worth producing a book of graphic standards.

What is a book of standards?

A graphic standards book is a collection of design standards for a particular brand or product. The standards ensure consistency across all communications and touchpoints, so that when a new designer joins the team or agency, they know exactly which elements to use.

The book should cover the logo, colours and fonts. Graphic standards show how to use the elements correctly, including where to place them, how to use them and at what size. Having graphic standards can also save time and money by reducing the need for revisions and redesigns: when everything is set out in a clear, easy-to-follow format, the whole design process runs much more smoothly. We explain this in more detail in Why every company needs a graphic standards book.

Examples from our work

Three visual identities we have designed, each built on the elements described above:

• Avyonx: for a drone company specialising in autonomous wind farm inspection, we designed a logo built on a rhombus symbol that resembles a drone, a deep blue palette with a bright orange accent, and a book of standards that keeps the identity consistent across every touchpoint.
• HALMED – the IncreaseNET project: for this joint EU4Health initiative, which aims to strengthen the European Medicines Regulatory Network, we designed the visual identity, with a logo of a triangle made up of smaller triangles that stands for progress, diversity and collaboration.
• Croatian Economic Association: a new logo of two circles and a conversation symbol in dark blue and light grey, backed by a graphic standards book that sets the rules for the logo, colours and typography.

Conclusion

A strong visual identity is more than a logo: it is a system of colours, typography, photography and the rules that hold them together. Whether you are building one from scratch or tidying up an existing one, our Visual identity page explains what the service includes.

Tell us a little about your company via our contact form, and we will send you a quote listing every item.