When it comes to branding, what you see is what you get. At least, that’s how potential customers will feel. They’ll have no reason to give a visually unimpressive brand the benefit of the doubt—it’s up to the brand to earn that kind of trust. In branding, “what you see” is a brand’s visual identity.
Visual identity: everything you need to know about this essential aspect of branding
An identity manual is a document, which can be printed or digital, where a set of rules or visual guidelines for a brand are compiled.Understanding Visual Identity. Your visual identity comprises your logo, imagery, typography, colors, and creative design. It’s easy enough to list them out, but how do you get to the heart of how these elements communicate to your customers who you are, what you stand for, and why they should be loyal to you?
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The visual assets of your brand
The list of components of your visual identity will largely depend on the type of business you are. Your visual vocabulary will differ depending on whether you are selling a product or offering a service, but there are some common elements:Logo
Colour palette
Graphic artwork
Typography
Photography
Film
Animation
Illustration
Each of these can carry so much meaning on their own,
But when they are all coming from the same place and utilized together they can truly empower your brand.Visual identity is all of the imagery and graphical information that expresses who a brand is and differentiates it from all the others. In other words, it describes everything customers can physically see, from the logo to the interior design of a store.
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