Visual identity
The visual identity visually embodies the idea, or reason of the brand, making it unique and different from the rest.
Visual identity is the construction of various graphic and visual elements to communicate the concept of a brand, its values and market positioning to its audience.
“To become irreplaceable, we must always be different.”
Coco Chanel
What is visual identity?
Visual identity is a construction of various graphic and visual elements responsible for creating an atmosphere about who the company is, what its values are and even how the world and society is seen from its perspective.
It is made up of a system of elements that work together to provide coherence and unity to the brand in all the applications and different media in which it is presented.
It is important to work with visual identity for several reasons, but one of the main ones is that, with it, it is possible to define in a visual, practical and “at first sight” way who the company is.
This whole system is detailed in a Visual Identity Manual, which will be the guide for everyone who has to work with the brand.
What does it consist of?
- Logotype
It is the most recognisable symbolic element of the brand, and can come in an almost infinite variety of styles and shapes.
- Typography
It is important to define very well which fonts are to be used, as well as their weights and sizes in order to prioritise the information.
- Graphic elements
These are all those elements, patterns, illustrations and iconography that reinforce brand recognition.
- Colour palette
Colour is undoubtedly another of the most characteristic elements of a brand, and it must be well defined in all its values.
- Photography
The shots, the light, the colours, and the scenes of the chosen photographs make the visual style consistent and coherent.
- Packaging
Packaging persuades consumers, and builds trust through shapes, images, colours and messages.
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