When creating a brand, there is a fundamental step for its success in the market: the visual identity it will have. After all, this will be people’s primary point of contact with the company, allowing them to identify who the company is.
In that sector, it operates and what type of product/service it offers to create reputation and emotional bonds.
Given all this, it is essential to understand how the visual identity achieves this feat, what it takes for a graphic designer to conceive it, and what mistakes should be avoided in its production. In this post, you will check that and much more. Keep reading!
What Is Visual Identity?
The visual identity has to do with the image resources that the company will use to be perceived, recognized, become a reference, and, in particular, consolidating itself in the popular imagination. To do so, it resorts to several elements to achieve this goal. We can cite, for example, the:
- logo: written name of the brand or even an abbreviation of it when applicable;
- symbols: drawings or illustrations associated with the brand name or that reproduce the type of product/service it offers;
- color palette: tones used not only in the symbols but also in the logo;
- Typography: Font used in the logo is directly related to its legibility.
Why Is It So Important To Brands?
The answer is simple: a company that does not have a solid and well-established visual identity cannot position itself in the market nor compete with the competition. After all, she won’t even be able to be remembered by the consumer. Let alone establish a positive bond with the public to make them look for her.
In the market, regardless of the sector, we have several examples of brands that have consolidated themselves because of their visual identity. And this is so strong that the population does not hesitate to identify or recognize even in different countries — each with its own culture, economy, and social environment. We can use Apple, McDonald’s, Disney, Uber, MTV, Google, Lego, and Windows as examples; the list is long!
Differences Between Visual Identity And Branding?
When discussing visual identity, it is not difficult to find those who consider it the same thing as branding, as if they were synonymous terms. However, the story is not quite there, see?
In reality, each of them represents a different concept. Therefore, it is essential to distinguish them to apply them in your business successfully.
Let’s start with branding, which refers to brand identity. That is, the values associated with it, its history, the communication it will adopt with the public, and the way it will be perceived in the market.
Therefore, branding is what we call an umbrella concept. Something that encompasses different aspects of a company’s positioning. Several characteristics are interconnected that are directly or indirectly associated.
The visual identity, as we mentioned, is how the company will be seen and publicly recognized. Therefore, it is precisely the third point of branding.
Given this, it is possible to define that the visual identity is one of the points branding deals with, as it encompasses it completely. However, the opposite is not valid since the visual identity focuses solely on the aesthetic representation of an organization. It does not involve questions such as:
- social, cultural, and political flags related to the organization;
- goals and purposes;
- brand persona;
- marketing strategies ( digital , content , influence , performance, etc.);
- brand strength against the competition (at local, state, national, and international levels);
- online and offline advertising engagement;
- Definition/meaning both company name and titles that identify products and services it sells.
In short: branding and visual identity are subjects that have everything to do with each other. They are intrinsically connected. Despite this, they are far from the same thing.
Which Professionals Work With Visual Identity?
Professionals from multiple areas can produce it. This is the case for the graphic designer, the publicist, and those who work with marketing. This is possible because all these areas study and delve into aspects related to constructing, maintaining, and updating the visual identity.
Therefore, they can work in two ways. The first is being employees of departments of companies focused on representing these brands in the market.
The second is providing this type of service punctually and autonomously. In the latter case, the person can act as a freelancer, consultant, or entrepreneur ( MEI or even another category, such as ME or PPE).