How
to visualize your brand identity?
1.
Elements of visual brand identity
Brief Definition: “Visual branding is how you
show the type of friend you will be. Use it to influence your audience’s
perception of you.”
If you want to make a lasting impression on
your target audience, making the right decisions when it comes to visual brand
identity is crucial. Here are the five most important visual brand elements that should be considered:
1.
Choose
the right brand name
2.
Create a
consistent visual style
3.
Develop
a compelling logo
4.
Pay
attention to color
5.
Select
appropriate typography
2.
The process of creating
and managing a visual identity
To create a
successful visual brand identity is obviously not that simple, but I think you
should have the following 5 key ideas in mind, which I have found on the
internet:
1. Do you know your audience?
Knowing and
understanding your target audience is an essential element in creating a
successful visual identity. Defining who you are speaking to will help you
target your visual communications.
2. Do you know your colors?
Color is a
central element of your visual identity. While it is not the only element in
your visual identity, it is definitely one of the first things seen and
possibly the most memorable of your visual identity. Carefully consider your
visual identity color mix, as it will set the mood for your business.
3. Do you keep things simple?
Your visual
identity needs to be simple and uncomplicated. When you try to do too much
things get watered down. By keeping things simple you are keeping the visual
communications strong, clear, and understandable.
4. Do you keep your visual communications
consistent?
The colors
and images you use, the shape and size of images, the font type and wording
across your visual communications must be consistent. Keeping your brand
consistent will ensure your target audience develops a visual connection and
relationship with your business.
5. Do you really know your style?
The best
way to know and maintain your visual brand identity is to create a style guide
with exact specifications and guidelines. As mentioned earlier, to clearly
communicate with your target audience in a consistent way you should always use
the same colors, fonts, sizes, and image categories.
3.
Examples of visual
identity
a.
Good and Bad examples
1. From my point of view, Apple is still the icon
of visual brand identity with the simple logo of the apple. In general, Apple
is always state of the art in marketing. Below you can find some of the apple
products and the logo:
2. In the beginning Starbucks used to have a bad
logo in my opinion, because it was to complex, but with the time they
simplified their logo. Nowadays, the logo is relatively simple and Starbucks
can be proud on their strong visual brand identity. See attached the history of
the Starbucks logo:
3. Moreover,
the logo of “A-Style”, a fashion brand, is another interesting example, because
I think it shows a logo which is good and bad at the same time. On one hand it
is very provocative and coarse, but on the other hand it can be funny and it creates
a strong recognition value. Here the logo: What’s your impression?
