Visual Brand Identity

The visual identity of a company is not the brand, the visual identity of a company uses aspects of the company like colors/shapes and makes visual relations to the brand platform, in order to create the one universal message to people that will be in contact with the company.

Visual identity is how you “package your brand”. Your brand platform, or the brand itself, is what the company stands for and its ideals. The visual identity “package” is how you convey these ideas to the public.

For visual identity to be successful there are a few key elements which need to be in check.

1. The visual identity must have personality. Without personality the people that are in contact with the logos or other aspects of the visual branding won’t feel a connection to the image or see the connection between the image and the company values.

2.  Recognisability is crucial to the success of the visual identity. Those glass coke bottles for example, they don’t need the contents in them or a label saying coke yet everyone will identify it as being a coke bottle.

3. Consistency is extremely important. Consistent message and consistent look. People often see change as a bad thing, and this can be seen in logos. For example Google changing the placement of their letter e by a few millimeters caused an uproar.