Corporate and product identity, visual systems, brand book, signage, brand manuals, communications materials

Visual brand identity: Strategic objective

Having a strong visual identity is part of the key to the success of many companies that have excelled in the market. Although a brand cannot rely solely on visual resources, they are the face of the brand and should therefore be treated as a strategic and non-aesthetic objective. Without a comprehensive and well-defined identity, your audience may not be able to understand who you are.

Corporate identity identifies all tangible elements that differentiate one company from another. The brand identity starts from the definition above and brings in the intangible elements needed to construct a meaning attributed to a given offer. The brand (or corporate) image defines the set of external perceptions that the audience has about a brand. All three are intertwined, but each must be considered separately in the brand building process.

What are the fundamental aspects to consider?

Each brand is different but, as a starting point, make sure you check at least the following points on this list:

  • It must be clear and simple enough to identify and encapsulate the true essence of the brand. Also, consider its different uses.
  • They collaborate greatly in defining the brand’s personality thanks to their high emotional component. Define a small main colour palette and, if appropriate, combine it with a second.
  • They are an extension of the brand’s same language, both through the logo and its communication. Identify the main font, select a second and don’t forget to ensure they work together online.
  • The brand’s story will mainly be told through images. Ensure you define a style that places the brand in its own visual universe.
  • Cards, letters, envelopes, folders, email signatures, etc. Everything that is part of corporate communication should be designed to reinforce the brand’s personality.

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