The saying goes, “don’t judge a book by its cover,” but the truth is, we do it all the time. Can you blame us? Our lives move fast. All day long we make split-second decisions, moving from one to the next at hyperspeed. Our brains are actually setting that pace. In fact, they can process visual images in just 13 milliseconds. In a single day, consumers are processing thousands of images attached to brands eager to capture their attention.
So, how do you break through the noise with your brand? If there’s anything we’ve learned after decades of building visual identities for companies large and small, it’s that you have to go bold.
In this blog, we will talk about the value of visual identity, how it’s different from brand identity, and how to build it well. We’ll also show you a few noteworthy brand visual identity examples that might inspire you.
What is visual identity?
A company’s visual identity is a system made up of graphic elements all designed to cohesively represent the value, personality, and tenets of a brand. Your visual identity can include these components and more:
Once established, these elements are then applied to all of your brand assets, both digital and physical. That includes everything from your website, ads, and product packaging to brochures, billboards, and beyond. Your visual identity will guide everything your team designs.
Why is visual identity important?
Whether your business is intentional about it or not, every brand has its own visual identity. In most cases, your audience will see you before they hear what you have to say. You have only seconds to make a good first impression, and if you do, you’ll reap the benefits.
- Establish brand recognition
How you choose to engage with your audience through design will shape their perception of you. A thoughtfully designed and cohesive visual identity will establish recognition of your brand among your target audience. After the first introduction, every interaction that follows is an opportunity to reinforce familiarity, credibility, and trust.
- Distinguish yourself from competitors
This is your moment to create something that reflects your brand’s personality but also demonstrates everything that makes you unique. A well-defined and bold design system will help you form an identity that sets you apart from your competition.
- Connect you with your audience
Visual images have always evoked emotion. Through the use of color, photography, and even font choice, you can select design details that are relatable to your audience. It pays to do your research and discover what moves them, what they’re attracted to, and how they engage with certain design elements.
Visual identity vs. brand identity: what’s the difference?
Your visual identity is just one part of your business’s overall brand identity. In addition to the visual identity, your brand identity will include a counterpart system called the verbal identity. This includes elements like brand mission, narrative, positioning, and brand messaging. Ideally, these two systems will work perfectly together to create a strong brand identity.
What makes a best-in-class visual identity?
As you create your business’s visual identity — or work with a branding agency to build one — there are several important parameters to keep in mind.
- Keep it cohesive
This is perhaps the most important thing to remember. Not only should the elements themselves have cohesion (such as, choosing three palette colors that complement each other), but when put together, your combined elements should create an identity that is whole.
- Capture your personality
Your visual identity is your brand’s first impression, so consider all of the nuances that make your business unique and determine how you can best represent those through your design system. If you’ve established a loud voice, you might consider choosing loud imagery.
- Design for your audience
This is your brand, but ultimately you’re building it for the audience you’re connecting with. You may have favorite colors you wish to feature in your palette, but don’t forget there’s psychology behind every one. Make sure that while representing yourself, you’re also considering how your audience will perceive you, based on their own personas.
- Align with your verbal identity
If not in tandem, it’s likely you’ll establish your verbal identity before your visual identity. These two systems should be harmoniously intertwined. Every design should complement its verbal identity and vice versa. For example, if simplicity is part of your brand voice, then your designs shouldn’t be busy or chaotic. You’ll probably lean into clean layouts and minimalism.
Go bold with your brand’s visual identity
Your visual identity is a critical piece of your fuller brand identity, and it’s something that will continue to evolve, especially as your business grows. But, not every business has the resources to build their ideal visual identity. A B2B branding agency like Mutiny, can offer the skills, strategic expertise, tools, and time to design a system you’re proud to share with the world.
If you’re ready to build a visual identity for your brand that’s bold enough to break through, we want to get started with you — connect with us here.
